Whenever I talk to people about advertising everybody agrees they don’t look at it.
We don’t look at adverts even if you read a paper. We fast forward through ads on the TV. We have created created our own coping mechanisms by filtering ads out. Ad-blocker use grows by 30% year-on-year. I’ve found the way to stop getting ads on Facebook.
The only people I know who think ads are great ….. sell ads.
I should point out at this point that whenever I post articles that are anti-advertising I always get trolled by people who sell advertising. You can understand it, if you work in adverting somebody telling the truth can be annoying.
The last troll let the message which was “the evidence shows that spending in advertising is increasing”. This is 100% true. But as we know disingenuous.
The spend on advertising is increasing as people are being asked to get some sort of response and as they don’t see an alternative they keep spending. Obviously this article is to prove to people, OK, maybe it won’t prove but it’s worth pointing out that there is a far better, more efficient alternative. When I say more efficient I mean you get a better response for less money.
So what’s the problem with advertising?
Nobody remembers it.
Speaking at a Martech conference last year at the start of the conference I asked the audience to stand up. Then sit down if they remembered the last three ads they had seen. Of course nobody sat down. For those that might be interested, that is a sample size of 250, big enough for this to be legitimate research.
That is the problem with advertising it’s instant you have to make a connection with somebody straight away. This is where I bring the fart analogy back in.
You can have the best and most expensive copy in the world, have paid the most expensive super models to take part. And paid for the most expensive and best photography in the world … but if it does not make a connection, tomorrow it is chip paper.
Back to farts. They are short and have to make a connection.
Think about it, we cannot seem to get away from them, on the train, at the cinema. None of us like them, they are annoyance. If we come across them, we will walk away.
The ad you have at the start of a YouTube video is like a fart in a lift. It’s painful and you cannot get away from it.
So why if we all agree that advertising and farting is similar why do we pay for more?
I was talking to a marketer recently and she said the whole of her office used adblockers. I asked why they therefore paid for advertising if she and her target market used blockers.
She didn’t seem to see the irony that she was paying for something that was obviously generating her nothing. Zero. Zilch.
Her answer was “because I can measure it, but I cannot measure social”.
I pointed out measuring Social was pretty easy, all the way from twitter to closed revenue. Can your advertising do that?
Sorry, I digress as a pointless exercise as she had already admitted it was spend to generate her nothing.
Back to the farts. To be honest I’ve run out of analogies.
Business to Business (B2B) buyers want relationships. They want to know the name of their seller. They want people who look like experts to help them. Social provides you with a frictionless way to communicate, to build those relationships.
Finally my favourite quote “advertising is a tax paid by the unremarkable”.
People who read this article also read these: