1. AD AVOIDANCE

2. Structure  Definitions ◦ Ad Avoidance ◦ Types of Media ◦ Types of Ad Avoiders  Literature Findings  Implications  Examples  Reference List

3. Ad Avoidance „… all actions by media users that differentially reduce their exposure to ad content“ (Speck & Elliott, 1997)  1,500 Commercial messages every day  Average daily media consumption in 2015: 586 minutes  Google’s revenue from advertising in 2013/2014: $ 50.6 bn

4. Types of Media  Lean backward media ◦ No activeness, mentally leaning backward ◦ Less control over advertising experience Radio and Television  Lean forward media ◦ Active consumption, searching out for information ◦ Control over advertising, time and circumstances Newspaper & Magazines  Internet has a bipolar position

5. 3 Types of Ad Avoiders 1. Ad Avoiders ◦ Avoiding ads, low spenders on media 2. Tradition & Control ◦ Well read, up-to-date, highly educated, high or medium spenders on media 3. Laid-back & Available ◦ Active, shallow and materialistic view, low education level, focus on social attitude

6. Literature Findings Water pressure during commercial breaks

7. Implications  Consumer activate mental firewalls – harder to reach them  Relevance as most important factor: ◦ Target group relevance ◦ Content relevance ◦ Time relevance  “Trusted brands” (Financial Times, recommendations)

8. Examples how to overcome ad avoidance  Germanys next Top Model - Maybelline Jade Make Up School Germanys next Top Model - Maybelline Jade Make Up School  James Bond product placement – Heineken

9. Reference List  Callius, P. (2008). Advertsing Avoidance: The quiet consumer revolt. In S. R. International (Ed.).  Edwards, S. M., Li, H., & Lee, J.-H. (2002). Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads. Journal of Advertising, 31(3), 83-95.  Karaian, J. (2015). We now spend more than eight hours a day consuming media. Retrieved 17/11/2015, from http://qz.com/416416/we-now-spend-more-than-eight-hours-a-day- consuming-media/  Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites: The Teenage Perspective. Journal of Interactive Advertising, 10(2), 16-27.  Palmer, S. (Producer). (2015, 17/11/2015). Ad Blocking - This Time It's Serious. Retrieved from http://www.shellypalmer.com/2015/09/ad-blocking-this-time-its-serious/  Speck, P. S., & Elliott, M. T. (1997). Predictors of Advertising Avoidance in Print and Broadcast Media. Journal of Advertising, 26(3), 61-76.  Tovey, A. (2015). Google dominates media with $50.5bn of advertising revenues. Retrieved from: http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/digital- media/11595930/Google-dominates-media-with-50.5bn-of-advertising-revenues.html