Do-not-call lists, ad skipping technology, spam filters and online ad blockers all point to a consumer backlash against advertising. Are these isolated examples of consumers reacting to a few ad excesses, or do they signal a change in the way consumers view their relationships with marketers?
According to Forrester Research, consumers mistrust ads for most types of products and rely on word of mouth from friends and family as the No. 1 trusted form of “advertising.” Surprisingly, brand Web sites followed at No. 2, with 8% of consumers reporting they “trust completely” brand Web sites versus 1% to 2% for most other media. Opt-in e-mail ranked third in advertising trust. Online banners and search ranked near the bottom along with product placements. Text ads on mobile phones ranked dead last.
Retailers faired the best, with 69% of respondents trusting them somewhat or completely, followed by consumer packaged goods companies at about 63%. Movies and fast food followed CPGs both with about 54%. Most other products failed to earn the trust of half of consumers. Financial services and telecommunications ranked last with less than one-third of consumers finding their ads trustworthy.
The study found that consumers are shunning ads because the volume and intrusiveness is too high and their relevance is too low. When asked what would cause them to sign up for products or services that would block or skip ads, 79% cited too many ads, 69% said ads are too interruptive and 66% said it was their right to do so. Another 63% reported that most ads are not relevant, 60% found ads to be misleading and 54% said they manipulated consumers. With ad saturation abounding consumers feel they need to eliminate ads where they can, the study said.
To fend off the unwanted ads, 80% have signed up for the National Do-Not-Call Registry, 14% have a DVR and 75% or more are interested in ways to block TV, radio and online ads.
Forrester and Intelliseek conducted the study online in December 2003. The 470 respondents skewed females, affluent and tech savvy.
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