Microsoft's Steve Berkowitz and StarCom MediaVest's Laura Desmond
How to reach the elusive “Ad Avoider”
By Rachael Adler
Microsoft and Starcom conducted research on outreach to ad adverse consumers. Here are the results:
1 out of 3 people age 17-35 avoid ads all together
Nickname: Elusive customer / Ad adverse
What can marketers do about these consumers? How can we reach them? How can we connect with them?
Facts:
- Today’s consumer is all about open sources
- One third of 17-35 year olds surveyed admitted to never paying attention to advertising
- Currently 4 million ‘wikepdedians’
- $13 billion in mobile content by 2009
- Need to feel engaged and stimulated all the time
- There are more cell phones than PC’s
Two distinct groups:
1. The can’t be bothered – least interested in advertising, tend to be parents,
2. Be good or be gone – willing to let you in, but it better be worth their time
These consumers actively adopt media to meet their interests – adept at managing, manipulating media. Tend to be younger men, who are willing to spend money to avoid advertisers. They are fans of relevant, creative messages, but are intolerant of bad advertising.
How can we reach these ad avoiders through existing avenues or new ones?
How do we get their attention – dialogue rolling…
Key Learnings:
- Don’t be an MOS (marketer over the shoulder); Fit into Content
- Don’t expect something for nothing
- Whatever you want to say, do say it well
- Do be a welcome surprise
- Do let go
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