Look, I can't take the people who have overdosed on their own toxic lies, especially the one about consumers looking forward to advertising.
Personally I prefer to start with the assumption that consumers find advertising annoying, intrusive, unwanted and in general a pest. That way I can only overdeliver and pleasantly surprise them.
A new study has just come out which has confirmed my hunches for the past few years.
As reported in MediaPost, a Yankelovich study revealed:
- More than half of consumers consider themselves someone who actively tries to resist advertising
- Nearly 75% say they are interested in products that will help them skip/opt-out of being exposed to marketing messaging
- 56% say they shun products that make them feel flooded with marketing and advertising
The sting in the tail (luckily for you) is that 55% concede that they "enjoy advertising" which obviously sounds like a complete contradiction of the earlier points and an in-your-face refutation of my assumption. To be honest I'm not as confident as the weird Al's from Yankelovich who reconcile the two polar opposite points with an explanation that this represents the disconnect between unmet needs i.e. we love great advertising; we love relevant advertising; we do not love advertising that sucks, nor are we fond of feminine hygiene products assuming we are of the male gender.
The cherry on top is the insight that 55% of respondents say they "would be willing to pay a little extra to get only the kinds of marketing and advertising that [they] prefer to hear and see." This is pretty profound and opens up an entire new realm of possibilities where commercials (lion) and content (lamb) could conceivably lie down together.
jJ
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