November 27, 2006

Consumers Love To Hate Advertising

Clutter, Interruption, And Irrelevance Spur Ad Avoidance

This is the first document in the "Consumer Advertising Profiles, 2006" series.

by Peter Kim

with Elana Anderson, Julie M. Katz, Jennifer Joseph, Tenley McHarg

Executive Summary (This is a document excerpt)

Since 2004, consumer attitudes toward advertising have improved, offering hope to marketers, publishers, and media agencies. However, sentiment remains negative overall, and more consumers have put their dissatisfaction into action by taking steps to block ads. Consumers cite clutter, interruption, and irrelevance as the key reasons for their frustration. It's high time for marketers to improve ROI by launching technology-supported campaigns that will improve targeting and reduce spending waste.

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