The downward spiral of traditional advertising’s effectiveness started nearly two decades ago, when marketers simply cut and pasted print ads onto their digital properties.
Today, a clever ad is no longer enough to stir up consumer interest in a brand. It’s become clear that companies desperately need to rethink their marketing strategies, focusing on owned content instead of advertising.
Consider the pitiful state of online ads. More than half of consumers feel ads are insulting to their intelligence, according to research by HubSpot and AdBlock Plus. Another 63% feel most of these ads don’t look professional. If that doesn’t convince you of the futility of online advertising, maybe this will: Just 7% of consumers find them compelling. Online ads are not just hard to like — they’re deceptive, unimaginative, inefficient, and ineffective.