As the consumers continue to get forced to see ads on all platforms, they subconsciously or consciously stop seeing them. They learn to spot where the ads are and what the ads are and show no interest in interacting with them.
As early as in my childhood, we would often switch channels as soon as the ads came. In hindsight we couldn’t have seen anything more meaningful in those 5 minutes on a different channel, we just liked avoiding ads.
On Youtube, we’re all hoping to click the skip ad before the button is even there. I have actually spent sometime looking into a way to block YouTube ads or a script that could skip ad before the skip button.
On Facebook, where we spend most of our ad money, the ads that look like ads have constantly been under a decline. Instead the ads that look like native content do not just perform better, but are also rewarded by Facebook by lower advertising costs.
If you advertise on Facebook/Instagram and unable to get results, it’s likely the creatives. The single biggest driver of your results are your creatives and your audiences are showing blindness to the ad-content just as the humans have continued to do ever since the advent of advertising.
If you have not already moved to UGC (user generated content), you immediately should. The reason why the whole world goes bananas about the influencers is because the ads fit in natively. The best part about UGCs is that not only you’re going to make more money with your ads, the creative costs will also go down significantly as you can now shoot your ads with iPhone and a couple of creators.