I am so sick and tired of commercials! Why do we continue paying for cable when all I ever do is choose which commercial to watch while waiting for my show or game to resume? This is nearly an every evening scenario my wife and I play out as we try to watch some of our favorite shows like Island Hunters or an NFL game. It’s maddening!
Even armed with a remote and for some, a DVR, we cannot totally remove our senses from the effects of commercial advertising. Just how many advertising messages we are exposed to is open for debate. But, according to a Yankelovich study, it depends on what’s included. Brand “exposure” can range for a person living in a city 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 today. Those higher numbers not only include ads, but also include every time you pass by a label in a grocery store, all the ads in your mailbox whether you see them or not, the label on everything you wear, the condiments in your fridge, the cars on the highway, etc.
There is no doubt the frequency of both TV broadcast and cable advertisements has been on the rise. According to Nielsen, for every hour of broadcast, advertising has increased to 14 minutes and 15 seconds in 2013, while cable advertising has eclipse 25% of viewing time.
In the digital space, marketers have been scratching their collective heads trying to figure out how to deliver effective advertising messages in an increasing environment of ad blockers. Roughly 200 million people globally now use ad-blocking software; global usage increased 41 percent in the last year according to PageFair.
Privacy concerns are driving consumers to install ad blockers and many users want a faster browsing experience, which has become bogged down by an increasing number of intrusive advertisements. Even Facebook has recently chartered into new territory with allowing ads to penetrate our newsfeeds crossing once was thought to be a forbidden line in the social media world. Is there another way for users to escape the onslaught of advertising and still reach consumers with “permission-based” marketing?
One company seems to think they have the right formula of reaching consumers through native advertising – Allrecipes.com. But first, what is native advertising? It is a form of online advertising that matches the form and function of the platform on which it appears. An example of this is an article written by an advertiser to promote their product, but using the same form as an article written by the editorial staff.
When Allrecipes developed their new website, they may have reached a peace agreement between advertisers and users by utilizing native advertising technique. It billed the move as part of a broader transformation into a social network for food lovers. A “Calling All Cooks” appeal to create an online profile is the first thing that a new user sees as they log onto the site. The site’s millions of users can follow other cooks and share what they made on Facebook.
The new site design has made an effort to make the site more appealing for advertisers. Allrecipes is calling the new site an “always-on platform,” where brands become part of the conversation with the consumer by creating their own profile pages. Could we be at the dawn of a new era in advertising where there is a willing marriage of brand and consumer through harnessing the power of social media? I certainly hope so!
Has your brand advertising been able to achieve a truce with consumers or are the natives still restless? If your company is curious about what is looks like to integrate meaningful conversations your customer could be having with your brand using social media, call the social media gurus at High Road Digital.