We Now Have Ads That Don’t Suck – And Here’s What They Look Like

We Now Have Ads That Don’t Suck – And Here’s What They Look Like
SHARE
THIS



In this opinion piece, digital PR professional, Jake Quade (pictured below), says that technology is changing online ads for the better and clever agencies are producing campaigns that audiences actually want to engage with…

uG-Hsvpc

Advertisements are perhaps one of the most peculiar aspects to content in the marketing world – while inbound marketers have coined the phrase ‘10X content’ to signify their ever-rising benchmark of excellence, for some reason the majority of advertisements, on the other hand, still suck. However, in the past few weeks we’ve seen some big shifts in the digital space that may herald a new age in advertising: one where they don’t suck as much, and provide actual user value in exchange for airtime.

Perhaps one of the more significant movements was the death-toll of flash ads, coming from both Amazon and Google. Amazon went all-out and banned flash from its domains, while Google switched them over to HTML5 (and pausing them by default). If this is all a bit too techy for you, just think back to those ridiculous banners that used to take forever to load, and look ridiculous when they finally did load – remember the things that looked like this?

Screen Shot 2015-10-06 at 9.02.00 AM

 

For the most part this is Google and Amazon telling advertisers it’s time to pull your weight and serve good content, rather than creating crappy copy that doesn’t deliver. Google already curates non-advertising content by way of its search engine, so it was only a matter of time before they pulled the plug on bad ads, too.

The gauntlet has been thrown down to all content marketers, especially advertisers: make something that actually improves customer experience.

One company that’s risen to that challenge particularly well over the past week is Orion Travel Tech, who now have customers willingly – and happily – advertising for them.

They do this by covering the baggage fees of participating customers, provided they host an advertisement on said luggage during the trip. Not only is this form of advertising participatory (take notes, flash ads!) it actually leaves customers in a better position than they were in previously, being so practical as to minimise the financial erk of unnecessary expenses. Additionally, the amplification potential is huge – travellers are both mobile and tend to meet in familiar places like airports.

The plot thickens for advertisers

While it’s all well and good to say “hey, stop being so flashy (pun intended) and start providing more substantiated, user-centric value”, there’s a fundamental reason it’s taken so long for advertising to make the shift that other content types began so long ago – and it has to do with their stage in the broader consumer process.

Research Powerhouse Gartner believe that all technologies and introduced material sits within the same five-cycled lifespan, which they coined the Gartner Hype Cycle. It looks like this:

Screen Shot 2015-10-06 at 9.04.59 AM

If we were to plot different content types into their prospective places on this cycle, we could assume that advertising sits closer to the peak of inflated expectations – that all-too-familiar hysteria of a new product launch – than content made for less impulsive audiences. Though the likes of Google and Amazon may have done consumers some sort of service by laying down some best-practice guidelines, it presents a new challenge for advertisers. Now, they have to maximise the hype they can garner around their product or service while still offering something more to their customers while making sure their profits are as pointy as possible.
We may soon see an uptick in the quality of digital advertisements, but it may not be married to as sharp an ROI as you traditionalists might like. The challenge presents itself, advertisers, to create work that doesn’t suck, and that provides actual value from the get-go. Best of luck!

Jake Quade is a Digital PR Professional, who writes at PresenceRelations

Please login with linkedin to comment

Designworks hwbk

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]