One of those things you take for granted, one of those that is considered an undeniable reality is that consumers hate ads. Advertising is annoying; it is unattractive and is something that consumers want to avoid. We take breaks television advertisements to connect to the internet or to go to the kitchen for something, we use systems that block ads in our network connections and ignore the ads that assail us in the street. Not much you can say: people do not want to see ads and do not want to receive these impacts. Advertising is dispensable.

But while this happens, the ads have a successful life in the unquestioned network. Many of the ads are videos that top the list of the most watched on YouTube and are content ads starring many viral. Everyone who has a connection to the network and that has continued today in online media (and even traditional media such as television newscasts) has seen or encountered references to some ads that have become extremely popular.

So what is the reality of this issue? Do consumers really hate ads, or just hate certain ads or the way they are presented?

And if we focus on the latter point, it could find a part of the solution to the riddle. When asked consumers why they hate advertising and why they are tired of seeing ads, many speakers that are irrelevant and that they are the same messages as always but many, possibly many more, give other reasons. One of the standard arguments against advertising and one of the common complaints of those who have to see is that there are too many ads. It has been television (viewers have spent years bemoaning the endless commercial breaks or excess thereof) and being on the network. If one thing frustrates the Internet is that the Internet is full of banners and more banners and formats and advertising formats.

Digital media should be self-critical

At this point we should ask so much of this problem is the ads themselves and how much is the problem of how ads are served. Are you doing the media that consumers receive far worse than advertising should be ?

For the media, the ads are often the only way to achieve a regular source of income and solvent. See specifically the case of online media can serve as a concrete example to understand a much more global problem, because the mistakes they have made (and are making) online media are the same have committed and will commit many media in the immediate future.

For online media, advertising is, in all its forms, the only real way to support their work. Subscription formats have not really gotten curdle in the medium and therefore there are few consumers who pay for access to that content. Typically , the contents are received as something free and are the ads that pay for them. But this situation is not really sustainable: prices of Internet advertising are very low and are also increasing. Advertising formats together payment for them many times to the fact that consumers really interact with them. That is, advertising is only paid if the consumer clicks (and even if you buy the product in question). Given that more and more users stop paying attention to advertising or directly block (as evidenced by the boom of adblockers), the situation is becoming more and more complicated.

Given this complex and difficult reality in which survival of the media plays, different media have responded in different ways although many have chosen to simply put more advertising or publicity harder to avoid. It is what has brought the boom invasive and intrusive advertising formats, such as drop-down or interstitials that the consumer has to close if you want to see the content. Many heads are also full of ads: Advertising embraces the text in a way that makes the experience of access to information is becoming more and more bad.

The negative role of media agencies

There is no doubt that in addition to the bad practices of many headers and digital media, media agencies also play a key role which has ended impacting the benefit of the media. A saturated market companies “commercial” space and online ads, which in turn have created branches with other small businesses as subcontractors, reselling stocks, brokers and other small satellite agencies.

Eventually all this results in a pyramid scheme where more and more agents are involved in business processes. Everyone wants their cake, and while advertising costs to be more competitive and therefore the benefit to the media itself are reduced, large agencies end up being the absorbing and stay with most of the budget and money brands and advertisers, who on many occasions, with the aim of achieving the greatest benefit, are poorly managed or even meet the real objectives of the marks and end up reselling the surplus, if not almost all, other small businesses or ad networks or groups disreputable websites. Consider one thing, who manages the millions of ads known brands and large companies that are displayed in hundreds of illegal pages or misleadingly, indiscriminate and always so upset? At what price and think they are being served these ads to show uncontrolled heads or tails?

Clearly, in the end, after this tour or through media agencies “trade route” of advertising, many groups and websites prefer direct marketing without intermediaries to improve profits and make their business models sustainable. Otherwise, many could not manage to avoid the temptation to increase your advertising pressure, number of ads and formulas to impact users so hopelessly annoying and intrusive regardless or take into account the least as valuable browsing experience. Either that or write the Chronicle of a Death Foretold. The fish that bites the tail.

With all this, it is making consumers and users are much more reluctant to ads and who see increasingly more negatively and, so to speak, suspicious. As the ads were increasing (and as formats widened and became more varied: there are newcomers annoying video ads that start playing alone or who are hidden in the body of the story), consumers They increased their reticence against them and became more immune to advertising or more proactive to avoid it. Internet reached that point that TV reached when consumers decided to change channels directly when advertising came.