Native ad research ‘looks too good’ admits Sound Alliance MD
Richards
The Sound Alliance’s managing director has said he is reluctant to show research into the effectiveness to native advertising to clients as “they’ll think I made it up” because the results “look too good”.
Speaking on a panel at last week’s Publish conference looking at whether native ads would be the saviour of publishing Stig Richards said the reason so many brands were turning to them was how they track against traditional digital ads, according to their research.
“Quality content is able to change people’s minds about a brand far quicker and more efficiently than an equal value display schedule of digital advertising”, he told the Publish conference.
Because if so, it’s not funny.
“We don’t tend to give [clients] the opportunity to tweak things, because they’ll compromise it. We are the experts in our audience.”
What a laughable, deluded, self-important and ridiculous thing to say. And I’m not even a client – I’m a creative!
R O F L
“Our results are too good so I can’t share it with you” Said no media reps ever!
Well if it’s too good to be true…
I suspect the shelf-life of click bait style tactics is pretty short. Fairly good piece on it by Baratunde over at NYT (“how stupid do they think we are?”)