They’re Ignoring Your Ads, It’s Time to Rethink Your Strategy

Written by Kristin Young, Director of Sales, Nativo

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I grew up in a busy city, and when you live in the middle of all that chaos, you learn to keep moving and to mind your business. There’s always somewhere to go and something to do, so nothing’s more frustrating than someone suddenly stopping right in front of you or a stranger trying to start a conversation when you’ve got your headphones in and your mind somewhere else. That’s exactly what advertising feels like today: an interruption when you’re just trying to get where you’re going. 

That same instinct, to tune out the noise and keep moving, applies to how we interact with ads today. Just like a city commuter dodging sidewalk interactions, today’s consumers don’t want to be forced into your recommendations. They stop when they need to or want to, and chances are they probably already have an idea of what they want. Consumers are searching for reviews, comparing options, and making decisions well before a brand’s ad even has a chance to interrupt them. Ads are everywhere, and consumers have become experts at ignoring the noise. Just like walking through a busy city street, they’re zoned in and only stopping for something that’s worth their time.

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The natural instinct to ignore

Then there's banner blindness, because consumers are so bombarded with ads that it has become second nature to just ignore them. 86% of consumers experience banner blindness, where it is an automatic instinct to tune out ads they see online. Traditional ads such as display banners, autoplay videos, and pop-ups are often seen as annoying interruptions rather than helpful tools. Instead, shoppers are actively ignoring your ads and proactively searching for product information, reviews, comparisons, and recommendations themselves, long before they even visit a brand’s website.

To succeed in this new environment, brands must rethink their approach to advertising and content creation. Rather than pushing hard sales tactics, they should focus on becoming trusted sources of information that consumers naturally discover during their research process.

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So if they’re ignoring you, how do you get their attention?

As a salesperson, I can tell you now that the last thing someone wants is to hear your sales pitch (rough for me, I know). Instead they’re looking for honest, helpful information that helps them make the best decision for themselves and their lifestyle. 

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Let people talk

Word of mouth is key, because people trust people, especially their friends and family. One of the best things you can do is encourage happy customers to share their experiences or utilize other company’s reviews of your product. Honest feedback from real people and reputable publishers will help build the kind of credibility money can’t buy.

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Be easy to find

Unfortunately, most of the time the consumer’s first stop isn't “'Insert Your Brand'.com”. When people are ready to start their research, the first place they go is Google, YouTube, or TikTok. Thus, showing up in search results is critical. Make sure your blog content, product pages, and even your video descriptions are optimized for the keywords shoppers are searching for, so your brand appears right when they need you.

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Blend in to stand out to the right people, at the right time

This doesn’t mean traditional advertising is obsolete, but it does mean it needs to evolve. Instead of standard ads, brands should maybe consider:

• Native Advertising: ads that blend seamlessly into editorial content, delivering value while being contextually relevant. Be at the right place at the right time.
• Creating Content: focused efforts to create educational, useful content that ranks well in search and delivers value long before a purchase is made. Tell the story of your brand and relate to your consumer emotionally.
• Transparency: if price increases due to tariffs or inflation are necessary, be upfront and use messaging that highlights how your brand continues to offer value despite rising costs. Honesty will go a long way with shoppers.

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Be like the dirty dog

At the end of the day, consumers aren’t avoiding ads because they hate advertising. They’re avoiding them because most ads show up at the wrong place and the wrong time and it is simply annoying. 

It’s just like walking home after a concert or a game in the city. You’ll dodge the flyer guys, ignore the random “merch” sellers, and breeze past anything that gets in your way… but then there’s that smell of a sizzling bacon-wrapped dirty dog at the exact moment your stomach starts to growl? Now that’s perfect timing. It’s relevant, it’s irresistible, and you want it.

That’s what today’s advertising needs to become. When brands stop interrupting the flow and instead show up when and where consumers are actively looking, they transform from an annoyance into exactly what the consumer wants. It’s all about being in the right place, at the right time, with the right value. This way when shoppers are ready, you’re not just another brand trying to grab attention. You’re the dirty dog stand they were hoping to find all along.

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