With the onset of digitization, consumers are getting a choice to become free from the chains of traditional mass media. We can escape from the 30 second interruptive TV commercials – the all-in-one onion slicer infomercials to the exotic fruit creams that promise to give you wrinkle-free skin – These commercialized, larger-than-life product claims have been exposed by consumer reviews, turning one hit wonders into overnight lawsuits.

The product puffery tactics of the past no longer resonate with the new generations of consumers who fact check on the spot. False claims by a brand become immediately evident to consumers, which can quickly spiral into a PR nightmare. The research is now clear that Millennial and Gen Z audiences don’t want to be interrupted while consuming their content. Not only that, the entire idea of interrupting an audiences’ experience to play a forced Ad is becoming a thing of the past. Recent studies are indicating prolonged interruptive advertising can actually have a negative brand impression on your audience.

Audiences are begging brands to stop interrupting what they are interested in and, instead, become what they are interested in.

Fortunately, the advertising industry is beginning to hear their cries and making a shift away from product dramatizations and forceful interruptive ads. Innovative brands are now offering useful and entertaining content that is available on the audience’s terms. While the content may appear ad-free to the audience, it is a form of disguised branded entertainment, which is having a major impact on the viewer’s perception of the brand. The Indoor Generation by The VELUX Group is a great example of this.

This relatively new type of advertising adds value to the consumer, instead of extracting it. This is the way forward for our industry, to move toward entertainment over interruption and to ultimately ‘Make Art, Not Ads.’

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