Advertisers crave to get captive audience so they can brainwash them and put their brand messages in their heads. To get this captive audience they would got to any length but today the consumers are exposed to so many messages during a day that they would tune out of certain experiences even if they like it.
Take any medium today, the consumers are given an option to escape from this, in a TV by skipping to other channels, skip the ad in YouTube, FB asking for permissions, tv channels now promoting 1 break program, etc. All moving to give the consumer the much-needed space.
In a way, this reinforces the definition of ads as unwanted interruptions. For e.g. at YouTube they put a forced 5 sec ad viewing but then skip the ad to go past it. The other way to look at it is that challenges the advertisers to create fantastic ads so that people choose to watch them.
I guess the more generic the ad is, it is less likely to get any attention or stick-ability. I read somewhere that "People hate advertising in general, but they love advertising in particular”.
All marketeers love to get new mediums/channels where they can get a set of their captive consumers but do not pay equal attention to the kind of messaging/creative they want to put in those mediums. Where everything in marketing is measured any creative messaging how much ever you test or try to understand will always remain subjective. Companies spend millions of dollars testing communication still aren't able to crack and get the desired response but at least they are close to what they want to achieve. But there are certain companies who go with the gut feel execute campaigns online and offline and clearly when the consumer has his first look their first thought would be "what the hell are they trying to say with this one?"
No wonder most of the marketing dollars spent are in vain and then the conclusion is always that strategies were either not planned properly or executed properly.
Just feel that out of the box thinking should not only be applicable to mediums but also to the messaging that goes out in those mediums.
