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Key Takeaways There’s a fundamental psychological difference between an ad and an offer. That’s why consumers respond better to offers like coupons, discounts, rebates and cash-back options than advertisements.
Consumers want meaningful value from their offers. Brands that build around that recognition will find that marketing can be easier than you think.
Ask any consumer whether they enjoy being advertised to, and the answer is a near-universal no. Gartner reports that 81% of consumers now tune ads out. Over half of Americans use ad-blocking software. Streaming subscribers pay premiums to not see ads. People scroll past banners without really seeing them. They feel creeped out when a product they glanced at once follows them across the internet for two weeks.
But those same consumers actively seek out coupons. They sign up for loyalty programs. They subscribe to promotional retailer emails. They click on cash back deals in their banking apps.
They feel good about those interactions.
Why the contradiction? Because there is a fundamental psychological difference between an ad and an offer.
The uninvited ad problem
Consider this scenario: An ad for Tide laundry detergent interrupts your news feed. You weren’t thinking about detergent. The ad is irrelevant, even mildly annoying. It’s a brand demanding attention without permission.
Now imagine a second scenario: You’re in your banking app and get a notification to “Earn $2 cash back on your next Tide purchase at Target.” Suddenly, the same brand lands differently. It’s not seen as an interruption. It’s a valuable tip. It feels like your financial institution is doing you a favor, helping you save.
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