It's time to face reality: people hate ads. Once we acknowledge this fact, we'll start making better and more efficient campaigns.
In order to help you reach potential clients successfully, we give you a list of reasons why people hate typical advertising campaigns. ▼
▹ Lack of trust. This is probably the biggest challenge the advertising industry must face. Consumers have always distrusted advertising and brands; however, their scepticism has currently given place to complete disbelief and a trust crisis. Today, a brand has to attract attention in an honest, transparent and trustworthy way, both as a company and in the messages it wants to get through.
▹ Ads overload. Our screens are being invaded with too much bad advertisement. Consumers are constantly bombarded with digital trash, wherever we go we are hunted by ads, tags and cookies pressuring us to buy things we already bought or do not wish to buy.
▹ Lack of creativity. Online advertising is the main responsible for the decline in creative production. The golden era for advertising was between 1960 and 1980, with creative ideas that had major impact. Nowadays, great ideas are far and scarce. Reach takes priority over relevance, data over intuition and the communication channel over creativity.
▹ Poor costumer experience. It's useless to create an advertising campaign if we're promoting a bad product or a bad experience for the consumer. Nowadays, the majority of consumers reads the comments before making a purchase decision. A consumer's experience of excellence can be a powerful tool to stand out in the digital world. Marketing's definition as changed and an ad is more than a promotional video, it's the sum of every contact point with the consumer.
▹ Messages without added value. The majority of ads prioritise the businesses' needs over the consumers. Actually, the consumer should always come first and, as such, we should always ask ourselves what does the consumer gains from a campaign. Therefore, there are three measures to take in order to add value to a campaign: inform consumers about a need or a problem we can solve; provide a source of entertaining and finally, take measures to mitigate social and environmental issues.