![]() At long last, advertisers would know exactly who was looking at their ads and who made a purchase. The advent of clicks and likes was supposed to make everything measurable – including our innermost desires.ĭigital advertising was meant to turn capricious consumers into easily influenced customersĬapricious consumers would be replaced by easily targeted IP addresses, turning users into easily influenced customers. Online advertising was meant to herald the post-Wanamaker era, when advertisers would be able to know exactly what money was going where. As marketing pioneer John Wanamaker put it a century and a half ago: “Half the money I spend on advertising is wasted the trouble is I don’t know which half.” “But we’ve come to our senses … The days of giving digital a pass are over.”ĭigital was going to be the revolution the ad industry had been craving. They had bought into the “somewhat delusional thought that digital is different”. For too long, advertisers had blindly believed the story of this brave new wonderful world. The online advertising market, he said, had turned into an opaque, fraudulent business, where “crappy advertising” was rampant and good money went to waste. In the way an old school friend might at your wedding, but there were no best-man jokes to lighten the mood. He continued: “I mean, is it any wonder thatĪre growing 40%? How many people are really seeing these ads?” “Let’s face it,” Pritchard told the conference, “all of us in this room bombard consumers with thousands of ads a day, subject them to endless ad load times, interrupt them with pop-ups, and overpopulate their screens and feeds with just plain bad work.” Making his company the largest advertiser in the world – both on- and offline.Īfter a short preamble about the blessings advertising had brought to humankind, the 56-year-old head of household brands such as Pampers and Gillette got down to business. Then, arguably the biggest player of them all got on stage. “The momentum of advertising in mobile, digital video, and other innovative formats is undeniable … These record-setting third quarter revenue figures reflect marketers’ trust in the internet’s power to connect with today’s audiences.” All the big players were there.Īccording to the advertisers themselves, the future was bright. (IAB) had invited 1,000 industry leaders to discuss the future of the advertisement industry over cocktails and canapés. On 29 January 2017, the American online advertising world congregated at the upmarket Diplomat Beach Resort in Hollywood Beach, Florida. ![]()
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