Is the future of media a future without ads? The question can be one of those that serve to create debates that last forever and it is also one of Bhutan Email Lists those that has managed in recent times to lead more conversations, as the media have been facing an increasingly complex situation (especially in the case of digital media) on how consumers view ads (if they see them at all). For brands, this situation is especially complicated and delicate, since advertisements are the most effective weapon they have to connect with their potential audiences and to get messages to consumers. Therefore, finding the answer to that great question has become an obsession.
Consumers are forced to see too many ads and end up, in fact, directly avoiding the content where they are displayed
The future does not appear very optimistic for publicity ever since the current figures and trendsetters of today are quite critical of the results of the ads. During the last decades it has been heard time and again (and it has been verified with statistical data), that television advertising was losing its magic. Consumers are forced to see too many ads and end up, in fact, directly avoiding the content where it is displayed. Television advertising has traditionally been the moment used to do anything else at home or the one that everyone takes advantage of to see what is being broadcast on other channels. Now is the perfect time to take out your mobile or tablet and connect to the network.
The impact of adblockers
At the present time, however, it is not only television that faces the problems of who watches and who does not watch advertising. Digital media must endure more and more stress and an increasingly difficult situation. The rate of use of adblockers, the tools that block ads on the internet, has been dangerously on the rise and is reaching ever higher and higher terms. The media are seeing how consumers increasingly activate these extensions and also how the market is bringing more and more players into the race of adblockers, from browsers that block serial advertising to telecommunications operators that launch connection packages mobile to the web in which ad-free internet access is promised. The problem is not just the ads getting blocked, so to speak, physically, but even when these are served, consumers are more than likely not to see them. The consumer’s brain has learned not to see them, which is known as banner blindness. Advertising has therefore been lost because it is being launched so as not to be seen by anyone.
Consumers are fed up with advertising and brand messages. There are more and more ads and consumers are increasingly tired of them
All this is also a much more worrying symptom because it indicates something much deeper. Consumers are fed up with advertising and brand messages. There are more and more ads and consumers are getting more and more tired of them. And, as consumers get tired of them, they are much more active protesting against them and directly taking steps to avoid them. Brands and the media are responding to this reality in a confusing way, with little consensus and in many cases accompanied by intrusive and unsuccessful practices on the part of many media. While some make self-criticism and change things, others are expanding even more the volume of advertising they serve without even caring about the negative effects that this generates on the experience of the audience itself.. This means that two different and opposing paths are being chosen to solve a problem that, however you look at it, must be solved.
Defenders of the world without ads
Some of the media executives are convinced that the future will pass through a world without ads. “Young people have grown up with ad-free content and that is why visionary brands are saying ‘I get it, and we are going to train, come together and be part of the process,'” Vice CEO Shane Smith recently pointed out. What way is left when advertising is dispensed with? The way for them is in the branded content .
The brand content will be the key and what will make the firms succeed and that the media have a way of income. According to Smith, brands that don’t will be left behind and eat the dust. Beyond the fact that, as an analyst at Social Times recalls , his statements should be seen from the prism that his medium is a leader in just that, many questions could be analyzed. Can content marketing really be the replacement for old-fashioned advertising? And, first of all, can you really make a living from it?
There are already media that have renounced traditional advertising and have tried other means to finance themselves or to achieve income. There are the media that have been testing with subscription systems which do not always give the expected results and media that have killed the banner, such as Buzzfeed . Buzzfeed is the medium par excellence when talking about this and especially the recurring success story that is mentioned when talking about an alternative reality in which there is no advertising. However, the example could have stopped being really efficient and bomb-proof.