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Advertisers need to create more value for customers by making ‘less annoying’ ads

Nicholas Gruen

Nicholas Gruen

Producing ads that are “less annoying” is key to the marketing industry delivering real value for the client, according to a leading academic.

Nicholas Gruen, CEO of Lateral Economics, believes marketers must become smarter at utilising behavioural economics to create ads that play on angles other than just selling a message.

Speaking today at the Marketing Science Ideas Xchange (MSiX) conference in Sydney, he said: “The industry needs to produce ads that are less annoying. Can ads add value to the buyer, as well as the seller? If we can get that, we are getting closer to utopia.”

Gruen gave the example of women’s fashion magazines, which often display aspirational products without a sales ‘hook’.

He concluded the ads formed “part of the entertainment”, and was even part of why people buy the magazine.

He said Google had begun giving customers the option to close ads, and then ask them to select a reason why they didn’t want to see the content.

“Google is on that journey of women’s mags,” he said.

“They are trying to find a way to create ads that will add value while doing their job as ads.”

Kevin Bradford

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