Why Mark Ritson’s Wrong On People Hating Ads

Why Mark Ritson’s Wrong On People Hating Ads

Julian Major (pictured below) is a consumer insights and market research professional. He’s also the head of consumer insights at Visit Victoria. In this guest post, Major dissects Professor Mark Ritson’s recent claims that “people hate ads” and finds himself vehemently in the “disagree” camp…

As is usually the case, I highly enjoyed Mark Ritson’s entertaining read on why ‘people hate ads’.

Marketers are a highly unrepresentative group of individuals. We all operate in our own ‘bubble’ which skews our view of the world, but this a huge issue for marketers, considering what they are meant to produce. Below is one of my favourite charts that shows how the world of marketers is so drastically different from the ‘average’ person.

0

 

Advertising is not as important to consumers as it is marketers. That is a valuable and important message that marketers must understand. And there is a salient point embedded in Ritson’s article; if we don’t understand how consumers see advertising, we risk getting it all horribly wrong.

svod behaviour

But do people really hate advertising?

Ritson’s own evidence via Kantar does not say people “hate” advertising, rather a large proportion of the market “dislike it generally”. A decent proportion actually admit to liking it generally. That’s largely my experience in testing and tracking advertising.

Attitudes-to-ads (1)

 

My personal view would be that people’s attitudes towards advertising ranges from annoyance to ambivalence. Consumers are also fantastic at filtering out the thousands of advertising messages that they are exposed to each day. If we really did “hate” advertising with a passion, it would send us all insane. But we all have bigger issues to deal with in life compared to advertising.

And while few will say they “love” advertising, we can all remember specific ads that makes us feel good, laugh or learn something new. The latest Westpac brand ad is a great local example.

But why does this matter? Is “hate” versus “generally dislike” just semantics?

Well, again, if we do not understand the role that advertising plays in people’s lives, marketers can produce bad work. I recently saw a response to Ritson’s article that suggested that because people hate advertising, we should use more product placements instead of ‘traditional’ advertising, or use strategies that are less invasive. Now, I am not suggesting that product placement strategies are bad, but if we convince ourselves that consumers hate advertising, then we risk jumping to the conclusion of “why bother”, or that we should create advertising that just does not get in the way. But cutting through and gaining attention is a fundamental principle of advertising effectiveness.

We also need to have a more nuanced understanding of how advertising fits into consumers life’s. We know advertising receives different levels of attention, depending on the channel it is put into. When we watch television, we largely accept that advertising is part of the experience. When we are scrolling through social media, we largely do so out of boredom. When we are on a desktop computer, we are often goal-driven. This all effects the likelihood that advertising will cut through and determine its effectiveness.

We can never forget that emotive and likeable advertising works. Most case studies of effective brand-building campaigns are incredibly ambitious. Take the lauded John Lewis Christmas ads. Those do not look like ads where the creatives were consistently telling themselves that people hate what they do. We need to understand the consumer but we can not be tricked into becoming less bold.




Please login with linkedin to comment

Julian Major mark ritson

Latest News

Apple: Child Safety Standards Would Jeopardise User Privacy & Turn Companies Into “Arms Of The State”
  • Technology

Apple: Child Safety Standards Would Jeopardise User Privacy & Turn Companies Into “Arms Of The State”

Apple has warned that the eSafety Commissioner’s proposed standards to tackle online child abuse would threaten user privacy and turn private companies into “arms of the state” by forcing them to comb through private user communications. The tech giant said that child exploitation is “abhorrent” but that it had serious concerns over the proposed new […]

PHD Kick Starts The Year Winning The AFL Media Account
  • Marketing

PHD Kick Starts The Year Winning The AFL Media Account

PHD Australia has announced that it has renewed its relationship with the Australian Football League (AFL) to manage their media account. PHD will be responsible for the media planning and buying across the AFL account, which includes the AFLW competition, Game Development programs and Marvel Stadium. The account will be run out of Melbourne and […]

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE
  • Advertising

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE

Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]

“Art Imitates Life?” – Antoinette Lattouf’s Shock Return To The ABC
  • Media

“Art Imitates Life?” – Antoinette Lattouf’s Shock Return To The ABC

It was the story that dominated the headlines last month. Australian-Lebanese journalist Antoinette Lattouf was ousted from her radio presenting role at the ABC after she reshared a social media post protesting the Israeli government’s treatment of Palestinian civilians. Following the dismissal, Lattouf sent her submission to the Fair Work Commission industrial tribunal. So viewers will […]

Nunn Media Wins Global Independent Agency Of The Year At Local Planet 2024 Global Conference
  • Marketing

Nunn Media Wins Global Independent Agency Of The Year At Local Planet 2024 Global Conference

Australia’s largest independent media agency, Nunn Media, has taken out two major awards at Local Planet’s 2024 Global Conference, including the evening’s top honour of Global Independent Agency of the Year. Rising above more than 75 independent media agencies from 125 markets around the world, Nunn Media was recognised as Global Independent Agency of the […]

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship
  • Media

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship

Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]

“There Are So Many Things I Wish I Could Ask Him”: Robert Irwin Opens Up About Losing His Dad As He Fronts The March Edition Of The Australian Women’s Weekly
  • Media

“There Are So Many Things I Wish I Could Ask Him”: Robert Irwin Opens Up About Losing His Dad As He Fronts The March Edition Of The Australian Women’s Weekly

Are Media, Australia’s leading omnichannel content company for women, today published the March edition of The Australian Women’s Weekly – with Robert Irwin on the cover. The Wildlife Warrior and I’m A Celebrity… Get Me Out Of Here! host is only the third solo man in modern times to grace the magazine’s cover (the others […]

Tinder Celebrates LGBTQIA+ Love With The Big Tinder Wedding
  • Campaigns

Tinder Celebrates LGBTQIA+ Love With The Big Tinder Wedding

Exactly one year ago, and on the five year anniversary of the marriage equality vote, Tinder announced the Big Tinder Wedding and commenced a nationwide search for queer couples who found love on the app and wanted an all-expenses-paid dream wedding. Tinder’s latest phase of the campaign aims to celebrate the colourful love stories unfolding […]

DDB Sydney Nabs Monkeys Creatives Emmalie Narathipakorn & Seamus McAlary
  • Advertising

DDB Sydney Nabs Monkeys Creatives Emmalie Narathipakorn & Seamus McAlary

DDB executive creative director Matt Chandler has announced the appointment of creative team Emmalie Narathipakorn and Seamus McAlary from The Monkeys, building on the success of its existing creative team. Lead Image: L-R – Emmalie Narathipakorn and Seamus McAlary Narathipakorn, who was an art director at The Monkeys, joins DDB as senior art director, while […]

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]

Leos Appoints Clare Pickens As CEO
  • Advertising

Leos Appoints Clare Pickens As CEO

Reports of Pickens demanding new corner office with wingback chair greatly exaggerated, says Publicis PR team.

Russel Howcroft & Freddie Young Headline AdMission Podcast
  • Advertising

Russel Howcroft & Freddie Young Headline AdMission Podcast

Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals
  • Marketing

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals

According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]