Are you an ‘ad avoider?’
Cory Bergman February 20th, 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.
5 Comments Add your own
1. thomas | February 20th, 2007 at 1:37 pm
Sure, I avoid ads but I do not go out of my way to do so. First off, I don’t visit video sites that play more than a 15s video advertisement, for the web anything longer is just plain crazy. Video advertisements should also only be played every X minutes or so otherwise your site will be avoided, at least by myself. Secondly, I don’t visit sites that force you to visit an ad page that then re-directs you to the actual page you were trying to visit, to me this just screams we don’t care about our visitors. I understand that we need ads to support xyz.com but can’t we just find a less tacky way to generate ad revenue?
2. BmorePunk | February 20th, 2007 at 4:10 pm
Yes, I’m a chronic “ad avoider”. TV recorders make it so I don’t have to watch commercials. I use every available tool to get rid of ads online. Even when I see them I instinctively block them all out.
3. a | February 20th, 2007 at 4:34 pm
All hail FireFox’s Adblock
4. Aaron | February 20th, 2007 at 6:04 pm
I’m a fan of Adblock, but I use it judiciously.
I only block advertisers (or ad providers) that go out of their way to annoy me or use inappropriate images.
Ads that I’ve blocked recently include:
- true.com (using pictures just this side of softcore porn on news sites like Slate)
- lowermybills.com (annoying dancing guys)
- a new breed of expandable flash ads that don’t automatically retract when you mouse off them
I don’t mind advertising, and I’m even happy to click through ads that interest me. I do mind advertisers that try to get in the way of my web surfing. To that extent, I’m absolutely an “ad avoider” — but the advertisers I avoid absolutely deserve it.
5. Lawrence | May 16th, 2007 at 3:13 pm
I don’t mind ads, but some sites go over the top with hardcore porn, anime images, and other things that shouldn’t be on sites for games. I also am annoyed by ads that have sound, when I try and play a game on the internet, I am bombarded by the sound of retarded people asking me if I want an XBox 360, or the sound on mosquetos buzzing, telling me to smack them, it gets extremely annoying and I don’t visit those sites anymore.
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