Despite digital’s promise, we’re still not delivering marketing everyone loves
With more marketing powers at our fingertips than ever before, why is the industry still not nailing it every time? MediaMath’s Yun Yip provides some answers.
Ten years ago, I was working as a senior media planner, and there was a tremendous amount of excitement and optimism about the evolution of digital advertising.
It promised to be the first real-time medium for enabling live communication with consumers in a rich and interactive way. Most importantly, it was going to be the most measurable and accountable medium ever. It would cast aside the albatross of Wanamaker’s famous saying: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
If you fast forward to the present day, there’s undoubtedly been immense progress in the digital sector. Digital, far from being just a sliver of budgets, now accounts for approximately 50 percent of total ad spend in Australia—over three quarters of which is delivered programmatically. A CMO can, with little more than the touch of a button, alter how, where and when their brand appears to their audience.
You don’t have to like advertising for it to work; if you had to buy some floor tiles tomorrow, where would you go?
amber has the answer
My experience is that the challenges mentioned above aren’t the main problem. Most agencies just aren’t willing to use the technology and creative solutions available, to create a truly personalised and engaging ad, because of the cost attached to it or the “too hard basket” mentality. Nothing is going to change if we just continue to spray standard banners everywhere…
You are right about needing to make advertising “more appealing” (less horrible would be a better term). Those who don’t think it matters that audiences hate the ad are missing the point (hint: annoying advertising might just be the reason no one under the age of 200 is even exposed to your advertising anymore).
Buy yeah, just toss it in the too hard basket and keep doing what we did before the internet and ad-blockers. Why not?
I’m just a dumb viewer. But TV today has become an ordeal. Far too many dopey Ads every 5 minutes.Some repeated twice in the same break. This is brain washing. Awful!