Peak advertising
Have we reached peak advertising yet? The moment engagement with advertising, especially the digital variety, starts to decline?
There are two reasons this may be the case:
1) Ad engagement is driven by purchasing power. As inflation is proving more robust than expected, one might expect consumers to capitulate over the next few quarters and engage with fewer ads.
2) A certain level of advertising fatigue seems to start to be setting in. Consumers are overwhelmed with the number of ads being thrown at them and may eventually stop clicking out of sheer exhaustion.
Wishful thinking on the part of the author may offer a third reason: We are finally waking up to the inconvenient truth that ads almost never have our best interest at heart. They are literally there to convince us to buy something we wouldn’t otherwise buy.
