1058: Badvertising Revisited

[Preamble: I know I said comics would be back, but I realise this was a rather foolish promise to make given that I am in the process of moving house and my Mac (which holds the Comic Life software I use to produce them) is now packed up. So you can live without them for a little while, I’m sure — at least until the chaos of the next couple of weeks is resolved!]

As I grow older, I find myself less and less tolerant to the tactics of marketing people. I can’t quite work out if this is simply my own intolerance building up as a result of my advancing years, or if adverts really are significantly more annoying than they were in the past. I have a feeling there’s a touch of both, because there’s a whole lot of new technology to make advertising more annoying these days.

Specifically, let’s consider Internet-based advertising. Now, the vast majority of content on the Internet is available for free (connection charges notwithstanding) so it has to make its money somehow — and it just so happens that advertising is a reasonable way to do that. (Whether or not it’s a “good” way is a matter of some debate, as traditional advertising models seem to be becoming less and less effective among savvy Internet users, many of whom use ad-blocking software to make their life considerably less intruded-upon by marketing people.)

I have no real problem with advertising being used as a means of keeping content free. I’ll sit through a couple of pre-roll adverts when watching, say, 4OD on YouTube. I’d have to sit through adverts on TV, and there are actually fewer adverts on YouTube than when it’s broadcast live on TV. No problem there.

What I do have an issue with is when adverts start to get too big for their boots and start engaging in any of the following behaviour:

• Making noise without me telling them to
• Monopolising my web browser and/or actively getting in the way of what I’m trying to do
• Urging me to “interact” with them
• Urging me to share them on Facebook.

All of these things are monumentally irritating, albeit for different reasons.

In the case of noisy adverts, they are a pain simply because they make noise and it’s usually difficult to shut them off. And there tends to only be a couple of them available at once, meaning that it’s entirely possible that several times in a session you’ll hear that stupid woman from the air freshener advert whingeing about being “stuck in bad odours” or something. You can stay there, love.

Monopolising my web browser is something that really pisses me off because it ruins the experience of the site. The most recent example I’ve seen is on GameFAQs’ mobile site, which occasionally gets completely taken over by a Samsung advert. You’ll be looking at the page, trying to tap on a link when suddenly these stupid arrows appear, inviting you to “swipe”. “Fuck off,” you’ll say — possibly out loud — until you realise that you can’t do anything on this page until you do as it says, and then you’re stuck in a stupid interactive “experience” about a phone you probably don’t give a shit about. (Alternatively, you refresh the page until it goes away.)

This brings me on to another point: interactive adverts. Why? Why would I want to play your stupid game where I get to actually clean the grime off the filthy worktop? Why would I want to pick which one of your vapid Z-list celebrities tells me about your awful product? “Get ready to interact!” they’ll say. “Get ready to fuck off!” I’ll say, particularly if, as they so frequently are, are also browser-monopolising and noisy ads.

Finally is the seemingly-obligatory necessity to connect everything to Facebook and Twitter. I’ve lost count of the number of adverts I’ve seen recently that include hashtags, Facebook pages or even, in some cases, buttons to share the advert on Twitter or Facebook directly. Pro-Tip: if you click either of those buttons, you are a dickhead. And if you don’t know why, well, I don’t think I can help you.

Advertising serves a purpose, and if it keeps out of my way I’m happy to let it sit there to help pay the bills for a particular site — I don’t use an ad-blocker and will probably keep it that way for the moment. But the moment advertising starts actively obstructing what I’m trying to do, that’s when I start thinking about installing one. And that’s not going to make me think positively about your product; it means I’m not going to see it at all.