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Are you an ‘ad avoider?’

Posted by Cory Bergman on February 20, 2007

Microsoft and Starcom have developed criminal profiles of two types of “ad avoiders” (you know who you are.) “Active avoiders” are most likely 20- and 30-something tech savvy men. “Passive avoiders,” who only put up with relevant advertising, tend to be women with kids. Overall, 10-15 percent of 17-35 year-olds are avoiders, reports the study, which to me sounds a little low for that demo. The message to advertisers: “If you really want to make an impact you really have to customize your message,” said Beth Uyenco Shatto, research director at Microsoft. “Plus, the more interactive you get, the more convincing you are.” Well, that leaves out broadcast television.

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