Adland vs the average Australian Joe: Mumbrella360 video

In this Mumbrella360 session, host Osher Günsberg reveals how tragically out of touch adlanders are with the average Australian.

Have you ever had a sneaking suspicion that your media or marketing job makes you different from your friends, family and fellow Australians?

Ever had a funny feeling that boozy lunches and glitzy advertising awards aren’t the way most people spend their working day?

Don’t worry, it would appear you’re not alone.

In this video from Mumbrella360 keynote session Joe vs The Bubble, Osher Günsberg reveals details from a survey which contrasted the outlooks and habits of 1,636 media and marketing professionals with 1,016 ordinary Australians.

The session was curated and presented by marketing and technology development company ThinkTV, who also conducted the report.

The report asked adlanders to comment on what they thought the average Aussie gets up to in their spare time, and the results weren’t pretty.

In actual fact, a giant chasm exists between what adland thinks average Aussies get up to, compared to what they actually get up to.

As Günsberg explains: “Adland is in big, big trouble. Monumental bubble trouble. Because apparently, we don’t know Australians at all.”

Günsberg goes on to point out that he is not exempt. He too is much more aligned with adland than your average Australian – he’s vegan, owns a cavoodle, and spends rather a lot of time on his hair.

Osher fits perfectly into the adland sterotypes

So what does the all-important survey say? Adland estimated 78% of everyday Australians would have used Netflix within the week before the survey period, but the study claims the real figure is just 28%.

Snapchat’s importance was also overestimated – by 204% – with adland predicting 76% of people use it each week, when in fact the study found only 25% of people use it.

The biggest adland mess up came when attempting to figure out the average Aussie’s Twitter usage. In reality, just 13% of regular Australians claiming to use the platform, a figure adland estimated would be 53% – that’s a 308% miscalculation.

The study also found adland is younger than the typical Australian population, less likely to have children and more likely to live in a share house.

So what does all this mean for adland? As Günsberg summarises: “We can stay in the adland bubble, but we owe it to our clients to know the truth about the world outside.”


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