Tuesday, October 30, 2012

Engaging Versus Intrusive

As yet another survey comes out saying that consumer attitudes toward online advertising are overwhelming negative, the typical solution was put forward by a typical marketing executive.

We need to start serving customers relevant content and delivering experiences that are engaging instead of intrusive.

Okay, let’s think about this for a moment – delivering experiences that are engaging instead of intrusive.

Advertising by its nature is intrusive.   To intrude is what advertising, outside of search advertising, does.

Engaging is what the viewer does, or doesn’t do, with a commercial.

Engagement is delivered by the viewer, not the commercial.

The possibility to engage is delivered by the commercial.   But it’s a possibility only.

What increases the possibility that engagement will occur? 

If the commercial doesn’t intrude on what the viewer is currently watching/doing.

As we’ve said before, people aren’t avoiding commercials.  They’re avoiding interruptions to what they are doing.  

It just so happens that the interruption is a commercial.

If advertisers want engagement, they need to stop intruding.

That’s the simple trade-off the consumer is asking for.

Seems fair to me.

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