The digital advertising is a wide range industry that reaches large scale of audiences in a way
that is real-time and increasingly personal with a great benefit which is its low cost.
Consumers are bombarded with advertising messages that made them feel overwhelmed,
overtaxed and annoyed. Consumers are probably avoiding advertisements while they believe
that advertisements compete with their media usage habits, when they find ads intrusive, and
when they indulge in negative advertising behaviors. Negative attitudes toward digital
advertising lead to advertisement avoidance. Ad avoidance has resulted in the creation of
major threat to the digital advertising continuation as consumers can avoid ads in various
ways. Consumers use advertising avoidance through ignoring advertisements, skipping video
advertisements, scrolling webpages to avoid watching advertisements or even install software
to block advertisements and remove pop-up advertisements.
Advertising avoidance growth has driven scientific research to study this phenomenon
precisely and put solutions to overcome it. When advertiser setup ads that boost
advertisement exposure by eliminating user control or effortlessly integrating advertisements
into other video content, these ads may be beneficial in gaining user attention. The research
results indicate that surprise strategy has a significant impact on decreasing the ad avoidance
spread as surprise can directly enhance satisfaction response, as satisfaction is partially
affective and yet surprise is still probably the most powerful marketing tool of all, the
research reflects the powerful role of surprise strategy especially when added to another
feeling as joy in advertisements that attract the consumers’ attention resulting in their delight. |
