Why Interactivity Makes Advertising Less Effective

Adcontrarian reporting:
The advertising and marketing industries had a dream. The dream was that interactive media would revolutionize advertising and make it far more relevant and effective.
There's only one problem. Consumers have shown no interest whatsoever in interacting with advertising. None.
Click through rates on display ads continue to drop and are now below one in a thousand. Every attempt at interactive TV has been a dismal failure. YouTube has thousands and thousands of TV spots and ostensibly "viral" videos. The overwhelmingly majority of which have never been viewed by anyone but the director's mother.
What marketers still refuse to comprehend is that, at best, advertising is a minor annoyance. It is pretty clear that most consumers are willing to go to substantial lengths to avoid it.
Which makes the ability to interact with a medium the enemy of advertising.
...The same crowd that sold us interactive advertising as a marketing miracle is now selling us "content" as the new magic elixir. You see, if we engage the consumer with compelling online content...
Well, guess what? Consumers are at least as eager to avoid our "content" as they are our ads. Most "content," like most advertising, is dumb and self-serving and offers nothing of interest or value to consumers.
Which is just another way of saying that the only way to get most consumers to pay attention to advertising messages is to force them to --  the much-ridiculed "interruption model."...
http://adcontrarian.blogspot.fi/2012/07/why-interactivity-makes-advertising.html