Earlier today I received a note from Jerrid Grimm, a co-founder of Pressboard, the content marketing tech platform.
He wrote to share some of the results of a survey of advertising and marketing pros—specifically people working at ad agencies, in marketing departments and at media publications—about their ad avoidance habits.
And it appears that the pros avoid ads just like the rest of us. Or as Grimm put it in his email, “It turns out that advertisers hate ads too.”
Some specifics: 27% block ads, no doubt on their home devices because if they dared downloading an ad blocker at work they’d probably get fired in a New York minute.
Also 79% said they skip ads when watching via DVR. And who in their right mind wouldn’t?
Some 98% of those polled stream ad-free content.
So if they dislike advertising as much as the rest of us, where do they get information about products? Well, friends move the needle: More than 75% cited word of mouth from friends as an information source. Search, social media, articles and email (in that order) round out the top-5 sources for product info.
“It's possible we're the only industry that actively avoids the product we produce,” wrote Grimm. “I doubt organic farmers are eating GMO-cage-raised-hormone-fed chicken for dinner. Or that dentists have stopped brushing their teeth. If even the people making the ads are avoiding them, is there any hope that consumers won't?”
Point taken Jason. It’s a tough nut to crack because most people these days probably do research—at least a quick Amazon or a Google search before buying a product. It’s amazing how many targeted ads I get AFTER I’ve already made a decision to buy something. It’s kind of humorous but not very helpful.
The Pressboard study was based on a randomized survey of 103 respondents across North America.
Generally speaking, well educated and affluent adults are the most likely ones to avoid ads---many of which, by definition, may be for products they are not interested in. Since people in the ad or media business usually qualify as being in these demographics it should surprise no one they they are more inclined to avoid ads than poorly educated, heavy viewing "couch potatoes". But that doesn't mean that advertising/media people "hate" advertising---certainly not as a marketing concept or as a profession.
Ad people don't hate advertising when they can get other people to watch, especially as it supports their livelihood. But money aside, it's OK if someone else's media consumption is interrupted. Just not for themselves.
Without the ads, Douglas, there wouild be very little media content for people like you who hate ads to consume. It's the price that is paid to have access to the content---and surveys show that most people agree with this. Also, in TV at least, the content is formtted so the commercial breaks do not interrupt sequential matter or scenes---this being in consideration of the viewers' enjoyment. Finally, nobody can force you to watch any commercial---if you dont want to. Just race to the bathroom or kitchen whenever the breaks appear or pick up your smartphone or turn to your tablet or start munching a hot dog or have some sex---if you want to.
I fly by ads maybe 50% of the time. I was surprised there wasn't any comment about the quality of ads today especially compared to 10-15 years ago and before. Due to the impact f DVR, ads today are much more creative, humorous and informative. The best ads turn a consumer onto the product and it's purpose; the consumer will then seek out information if interested and if not, then that ad becomes another fly by. I frequently use ads to keep me informed of products I may be interested in and as a former radio/TV guy, I'm also interested in the creative and humorous aspect. There are some great ads out there - I'd hate to miss them.