How to reach ad avoiders

Karen Olsen

Karen Olsen, managing director of Mobile Media, argues that ad avoiders are adept at skipping advertisements in conventional media - but there are moments in their lives when they cannot avoid commercial messages.

How to reach ad avoiders

Karen Olsen

In Britain we have one of the best advertising industries in the world, and at the same time an enormous resistance to being influenced by adverts. Proud of our scepticism, we suspend belief. In fact it is more than ten years since researchers first identified and quantified ad avoidance among UK consumers.

AD RESISTANCE ... OUR NATIONAL CHARACTER?

Many reasons have been given over the years for ad resistance in Britain. For example, we know the advertiser is the one who pays, so we say, 'They would say that, wouldn't they?' We know...

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