OPINION: MILLS ON ... THE PERILS OF TOO MANY ADS

I suppose, if you look at it from an advertiser’s point of view, the explosion of media - probably the defining industry development of the last decade - is a wonderful thing.

I suppose, if you look at it from an advertiser’s point of view,

the explosion of media - probably the defining industry development of

the last decade - is a wonderful thing.



It means that there are more opportunities and places to advertise and

more opportunities to catch the consumer’s eye. I’m not just talking

about digital TV, so much as the proliferation of all media - from

takeaway lids, BT phoneboxes and internet sites to sponsored events, and

from product placement to guerrilla laser projections.



And this is a global phenomenon, according to the latest Zenith report,

which predicts global growth in advertising expenditure of around 6 per

cent a year for the next two years. Let’s be clear: 6 per cent on 1999’s

global adspend of dollars 300 billion is a hell of a lot of extra

advertising impacts. Of course, if you’re in advertising or marketing

you play with the cards you are dealt. If they fall in your favour, so

much the better.



But there are times when it’s worth taking a look at life through the

other end of the telescope. And if we do that, what do we see? Well, we

see consumers who are bombarded at every moment and in virtually every

location. Even a hermit would be hard pushed to avoid being exposed to

advertising. You can run, as the saying goes, but you can’t hide.



Up to a point, this is fine. By and large, most people like

advertising.



They understand its role as a funder of media, in creating choice and

promoting competition. Some of us even believe it brings joy and

entertainment to our lives as well as some cheer to the urban

landscape.



But that is not the same as accepting that there are no limits to its

intrusiveness or, increasingly, its all-pervasiveness. The trouble is

that the advertising industry has no natural self-correcting

mechanism.



Adam Smith’s concept of the ’invisible hand’ of market forces does not,

I think, apply to the advertising world. Individually the addition of

each new media opportunity - a hoarding here, a sponsorship there -

doesn’t amount to a hill of beans. Cumulatively, however - which is how

the poor consumer tends to see the process - it’s another damned

interruption.



This profusion of advertising brings another problem in its wake:

stridency.



As each new advertising opportunity dulls the senses of the consumer, so

the need to shout that little bit louder or stretch the truth becomes

more pressing. Again, the cumulative effect of this on the consumer is

not a pleasant one to contemplate.



So is there a point at which consumers will turn hostile to advertising

and, after that, to advertisers? Don’t bet against it. A Lowe

Howard-Spink research project has already identified the ad-avoider

phenomenon in this country, and it is but a short step from the relative

passivity of avoidance to the anti-consumerist activism we saw in

Seattle earlier this month.They are, in reality, different sides of the

same coin.



So there we have the advertising industry challenge for the millennium:

don’t miss the people off.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).