Treat consumers with respect—like partners—and the proliferation of AD blocking will come to an end.
Unsubscribe is our favorite toggle in our inbox. Skip, our favorite prompt when viewing online videos. Block, our go-to option for internet browsing. Why? Because advertising’s relationship with the consumer is fundamentally broken.
Evidence of this is everywhere. We can see it in the frustration of consumers who feel barraged with meaningless content, their privacy under siege. We see it in the epidemic of ad blocking—the use of ad blocking software has more than doubled since 2014, and 92 percent of internet users said that they’d consider using an ad blocker. What’s worse is there’s been a breach of trust between advertisers and the public. In a poll recently commissioned by Consumer Watchdog, 80 percent of Americans wanted to opt out of online tracking altogether and even wanted a “do-not-track-me” list for online companies that would be administered by the FTC. So why aren’t we offering consumers privacy protection?
As an industry we’re struggling to keep up with consumers who are continually adopting new technologies, devices and communication expectations. We now live in a world where we have gone from communicating in 140 characters or less, to only communicating in pictures and in 10-second videos that disappear. TV is being ousted by streaming content. Computers are being replaced by the Internet of Things.
Denne historien er fra September 5, 2016-utgaven av ADWEEK.
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Denne historien er fra September 5, 2016-utgaven av ADWEEK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.