The Adpocalypse: Drowning In Ads!
/It’s another beautiful day of scrolling on your phone. You’re watching videos, playing some games, reading your socials and fiddling with your apps, everything is going smoothly! Including the hundreds of ad breaks. Those are the most important thing in your doomscrolling, after all!
You wouldn’t be scrolling without ads. The reason your phone is so addictive is because developers have designed apps to abuse our brain reward system. All those fun sounds, flashing lights, likes, followers and algorithms that show us content perfectly aligned to our interests, are made to hook us in. The more positive feelings we get from our phones, the more we scroll and the more ads we’ll fall for.
Why So Many Ads?
a grammarly advert on youtube
The reason why most free apps will stop you every minute or after a few scrolls so that you can watch a 10 to 30 second ad is because that’s how they make money. Advertisers pay the developers to show you their ad, then advertisers get their money back when you buy their products. This how free apps/services can exist at all.
This free-with-ads style has existed since the internet began and isn’t new. But as prices have gone up, so has the number of ads we need to be shown before app makers make any money. Now add that to the increase of time spent on the internet plus how many apps we’re spread across, and we can see how that equals ad overload.
Too Many Products
Another problem is that the market is flooded with products. What was once a Pepsi vs Coke vs Store Brand Cola competition is now a fight between hundreds of brands selling the same thing. Starting a company has never been easier and we’re not buying local anymore either, we’re buying globally.
With everyone struggling to be “The Brand to Buy That Product From”, the need to advertise as much as possible is real. Otherwise, companies will quickly get buried under the competition. It’s why you’ll keep seeing ads for the same thing over and over. It’s boring, yes, but it’s drilling into your head that if you want a VPN, then you know where to look.
There’s Even More Ads Than You Think
Pop-up, side bar or scroll past ads are everywhere. They’re the most noticeable type of ad because they’re shoved in our faces and are clearly adverts. Some are even kind enough to come with skip buttons! But there’s just as many sneaky ones too.
Charlie damelio with dunkin donuts product placement on tiktok
Sneaky ads have a name. They’re called an “undisclosed advertisement”. These are ads that don’t make it clear they’re ads. They come in a few forms. The oldest is “product placement”, which is where an influencer or a celebrity will have a branded item in their hand or the background. They won’t say its an ad, but they’re being paid to show you that they have or are enjoying the item.
Another type is the “fake review”. Ever seen a TikToker/Instagramer suddenly pause to gush about how great this thing they’re using is for an awkward 30 seconds or more? Sometimes it’s the whole video. They’ll probably tell you to click a link in the description or their bio to get it too.
Why Ads Are Sneaky
The reason these are popular tactics is because they sell you a product without you realising. It’s well-known that ads are annoying, but if we pretend it’s not an ad, then you might be more open to buying. Especially if it’s from someone you really like or trust. It’s plain and simple manipulation, and it works.
We have these hidden ads all over YouTube, Instagram and TikTok. These apps/sites follow the free-with-ads style and so do their users. Creators want to get paid for making content and their host companies only pay so much. Brand deals pay a lot more.
There’s nothing wrong with a brand deal. Creators deserve to get paid. However, things get muddy when sponsorships aren’t made clear. Not disclosing your ad is illegal, but due to thousands of ads going up daily, it’s impossible to regulate. Users are left to fend for themselves.
What Can We Do?
Not much, really. I mean aside from using an Ad Blocker or avoiding social media, our only other option is to buy smarter. Avoid getting unnecessary things, don’t trust overly positive reviews and don’t fall for aspirational content. Reporting undisclosed ads can create class action lawsuits too. Make ads cost more to be shown than they make, and hopefully we’ll see less of them.
Hannah Staniforth is a second-year Professional Writing student at Algonquin College in Ottawa, Ontario. She combines her previous experiences in Social Sciences with her writing to explore social themes with her readers. Hannah’s recent works emphasize the importance of positive thinking, gentle self-development, and reclaiming your personal time in a demanding world.