This elusive group consists of people who say they never pay attention to advertising, who use various methods to avoid brand messaging, and who hold less than favorable attitudes toward the media content designed to influence them.
The research found two kinds of Avoiders:
The research offered guidelines in reaching the Avoiders:
At the International Advertising Festival in Cannes, where the study was released, Matt Dyke, Worldwide Planning Director for interactive agency Tribal DDB, made a similar point during a panel discussion on the new landscape of digital innovations converging with the physical world.
After showing examples ranging from Japanese talking robots that record shopping lists and lead customers around stores, to Google Earth allowing users to not only research locations but also explore in detail the streets, stores and happenings of their desired destinations, Dyke said: "What's bringing these things together, the digital world and the physical worlds waking up, are the consumers themselves. It's much more important for brands to think about how they can add value to consumers' lives."
Likewise, Norm Johnston, managing director of Digitas, told a Cannes panel that pull will replace push in the next five years. Not that push will disappear: "the notion of highly relevant push will take off, but it will be so good that it will feel like pull." When done right, he said, "the consumer doesn't even know they are being advertised to."
"Wherever and whenever you engage with the customer, you must provide them with a value exchange and take them to the next level," Johnston was quoted as saying, citing campaigns from Dove and IBM.