My niece, Maja, who was seven at the time, absolutely loathed ads. Her remark was clear and unmistakable: “Ugh, I hate ads.” The context? She was excited to show me something on her iPad, something she cared about and couldn’t wait to share… and then, right in the middle of it, a dreaded pop-up ad blocked her screen. It wasn’t just a minor inconvenience to her; it was a complete disruption of something she genuinely wanted to experience.
That got me thinking…
Advertising, at its core, is supposed to be persuasive. But when it’s interrupting someone – especially in such an intrusive way, are you really persuading them? Or are you just being forceful? The answer is pretty clear when a seven-year-old can’t stand the sight of an ad simply because it’s a barrier between her and what she actually gives a shit about.
The Problem With Interruptive Ads
Let’s talk about what happens when you interrupt people. Whether it’s YouTube, Social Media, or any other platform, the kind of ads that force themselves onto you without any context or value aren’t adding to the experience – they’re detracting from it.
When you’re intruding on someone’s day, you’re not giving them a reason to care about your brand. You’re just creating frustration. You might get the impression that brand recall is high because people are “seeing” your ads. But ask yourself this: Are they remembering you for the right reasons? Or are you simply the brand that annoys them, the digital billboard they wish they could swipe past?
On another side note – imagine if people could swipe for ads they likes or didn’t like (add to cart vs, fuck off from my life)… #Mind_Blown
Forcing your way into someone’s attention doesn’t mean they’re going to welcome you. It’s like crashing a party you weren’t invited to – you’re not there to add value, you’re just there for visibility. And when all you’re doing is shouting to be seen, you run the risk of being remembered as the brand no one wants to engage with.
When Interruptive Ads Can Work: The Exceptions
Now, there’s an exception to every rule. For instance, unskippable ads used in the right context like those raising awareness for an important social cause or charity can serve a greater purpose. If an ad is compelling enough i.e. if it’s telling a story that resonates or brings much-needed attention to an issue, it can break through the clutter. The difference? It’s not just about selling; it’s about serving a cause and in the process, it pulls people in emotionally. Ads like these can become impactful rather than intrusive, inspiring empathy and action.
So, What’s the Balance?
It’s all about building positive memories with your audience.
Take my niece, for example. The moment we walked into a Sephora or Mecca, she was buzzing with excitement. Why? Because the brands in those stores had already made an emotional connection with her. Her favourite influencers were talking about these products, and she had formed positive associations with them. That’s the key: those brands had built up goodwill over time, and they didn’t have to barge in unannounced on her screen to make their mark.
If you want people to care about your brand, you need to do more than just show up. You need to build fame, positive associations, and moments that actually mean something to your audience. You don’t want to be remembered as the brand that wouldn’t stop popping up…. You want to be remembered for offering something of value, something that makes people feel a certain way.
Because feeling is what ultimately drives behaviour.
Mass Market vs. Targeted
There’s always the question of balance. Do you want to be mass market and hit every eyeball you can? Or are you aiming to digitally target specific people, groups, or tribes? Either way, the key is in how you approach it. Are you creating entertaining, engaging content? Or are you simply shouting “BUY NOW” in the hopes that sheer repetition will do the job for you?
Yes, awareness is essential. But how you build that awareness will make or break the relationship you want to establish with your audience. People will remember how your brand made them feel.
So the question is: Do you want them to feel frustrated or fascinated?
Making Them Give a Shit
At the end of the day, your goal should be to make people give a shit about what you have to say. And that doesn’t happen through force. It has a higher chance of happening through connection, relevance, and timing. It happens by building fame in a way that resonates with your audience, not by being the constant ad they skip or groan at.
If your brand can do that i.e. if you can create memorable, meaningful experiences that get people talking – then you’ve won the “b-lottery”.
Not just their attention, but their trust. And that’s the kind of advertising that doesn’t just work -it lasts.
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NB: Feel free to reach out if you ever want to chat. I’m always open to meeting new people, sharing knowledge and doing better for our industry, the work and our community!
💀 🖤
Cheers,
DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia
THE CREATIVE STRATEGIST 