A new theory in the MarComm field is the notion that the future of advertising is one where people are confronted by less advertising – but the ads that are presented to them will be more relevant to their interests.
I’m pretty sure about the second part of that … but not so sure about the first bit.
Certainly, “fewer, more relevant ads” don’t appear to be what’s happening at the moment.
Think about the plethora of digital screens these days – not just smartphones and tablets and such, but also the ones on gasoline station pumps, in taxis, on airline seatbacks, in kiosks and on the sides of buildings – and it’s pretty clear that many more ads are being displayed to more people in more places than ever before.
Of course, many of these ads are selling products or services that are of little or no interest to most of us. Some people respond by blocking ads on their own personal devices, doing what they can to mitigate the onslaught.
As well, people seem to like the idea of commercial-free TV to the degree that quite a few are willing to pay for video-streaming services like Netflix and Amazon Prime Video that provide content to them without all of those pesky ads embedded within.
It’s also true that advertising and media platforms are becoming ever “smarter” and more data-driven, giving them the ability to replace mass-reach ads with ones that are customized to some degree so that different people see different ads. It isn’t a stretch from there to the notion that because these ads will yield better results for media platforms, total ad loads can be reduced while still increasing consumer engagement.
This idea is leading some people to predict that in the coming few years, consumers will experience significant change in how many ads they see and how relevant they’re likely to be.
In response to that, I have two counter-thoughts. The first is that with all of the buying choices that people have today — more than ever before — brand loyalty is being eroded. And with less brand loyalty, advertisers need to stress “recency” – being the last message a consumer sees before purchasing a particular product or service. This leads to the compulsion for advertisers to “be everywhere all the time” so that theirs is the last message the consumer sees before taking action. It’s hardly in line with “fewer, more relevant” ads, unfortunately.
The other issue pertains to the basic economics of advertising. Fewer ads will happen only if their increased relevance is accompanied by a commensurate increase in their price. I don’t see that happening anytime soon either, unfortunately.
Besides, heightened ad “relevance” isn’t really enough to overcome the issue of audience aversion and avoidance. On that score, fundamental attitudes have never changed: The consumer’s relationship with advertising has always resided somewhere between “passive ennui” and “managed hostility.”
Today, of course, consumers can do more to “manage their hostility” to advertising than ever before, creating even more of a challenge on the ad revenue front.
What do you think? Are we indeed moving to an era of “fewer, more relevant” ads … or will we continue to deal with merely a more contemporary version of “all advertising, all the time?” Please share your thoughts with other readers below.