What The Hell Happened To Advertising?
In his final column for the year, B&T regular, Robert Strothfeldt, agrees that adland remains in a massive state of flux, but says the basics still ring true in this digital obsessed, anti-old school world…
Whatever happened to advertising? This was the topic of a recent BBC Radio World of Business podcast.
Over the past 30 years advertising has changed in many ways, yet the basics have not. The problem today is the basics are no longer taught. So, saying that the fundamentals of advertising have not changed is of little consequence.
The Post-Truth phenomenon has hit our industry as much as everywhere else. (Oxford Dictionary Word of the Year). Hopefully 2017 will see the end of the Traditional/Digital advertising divide and look at the total universe of advertising options.
The digital world is still in its infancy and though plenty are making predictions, the fact is no one can tell with any certainty what will happen to advertising over the next 20 years.
The past 10 years, in particular, has seen an explosion in alternative ways to “advertise”.
Gone are the days when an advertiser could easily reach close to 80 per cent of the population on one night of TV advertising. (This has been reduced to only a few million.)
Let’s have a look at some of the fantastic alternatives that are being used;
Social Media Sites.
Back in 2009 one of many similar online videos was doing the rounds. Social media was the new TV and if a business did not build a social media presence within the coming 5 years, they would be out of business. (Steve Jobs must have missed seeing any of these). The BBC interview the CMO of the advertiser with the second largest budget of any company on the planet. Here is what he had to say:
“We used to advertise that (insert laundry detergent name here) washes whiter for years. But that isn’t enough in a social media world to have a conversation. So, we have been engaging with Skein Robinson, an educationalist, talking about the need for children to get away from their phones and spend more time outside. But they’ll also get dirty, but don’t worry mum and dad, (name of laundry detergent) will get their clothes clean.”
Bloody hell. I would rather stick pins in my eyes than “engage” in this conversation. That is of course assuming the kid’s dirty clothes are such a huge concern to parents. Don’t worry about where they are doing and who they are playing with. The big worry for mum and dad is how will they get the clothes clean. (Blood stains don’t come out easily.)
If they started rabbiting on at my dinner party about such crap I would either
- Ask them to have the decency to share the drugs they are on with the rest of the guests
- If they are not high, tell them to leave as they are boring the shit out of everyone.
People have large social media followings. Some 99.9 per cent of companies/brands do not. I can’t remember who said this, but it sums it up well “People don’t want to have in-depth chats with their coffee or chips”. (or laundry detergent).
Social Media Ads
Certainly, the numbers are there (Or so Facebook and Google tell us). Plus, the ability to target down to find an individual whose Aunt Maud has a de-sexed ginger cat. But how impactful is it? The “digital worshippers” call TV and radio “interruptive” advertising. If that is so, then with about 90% of Facebook users talking to friends and relatives, I wouldn’t just call this advertising interruptive, but down right bloody rude. (Social media is also the medium of choice for the loonie left to bombard us with their neo-Marxist ideas)
Add to this a small screen size (in the case of mobile, tiny), the static nature of the ads and there are some 500 million ad blockers already down loaded. Of course, advertising in social media is better than no advertising at all, but it sure as hell ain’t no TV.
I haven’t mentioned the biggest shit fight of 2016 – the inaccuracy of the numbers supplied by the Facebook/Google duopoly. Of course, they reach a lot of people, just ask them. That these companies supply their own performance data and most of the industry accepts it highlights the incredible bias there is towards so called “digital advertising” (TV and radio have been broadcasting in digital since just after the turn of the century, digital outdoor signs are taking over and print is available in both hard and soft copy versions. So, WTF is digital?)
Search: Halleluiah, an online medium that really is effective. There can be no doubting the effectiveness of search and that it is an advertising mandatory. But so was Yellow Pages. In many ways, Search is a 21st century version of Yellow Pages.
Banner Advertising: All that needs to be said is that the click through rate from banner ads is on par with percentage failure of contraception.
Direct Marketing/EDM: DM has always been an important element of the communications mix. But with the average person coming in contact with around 13,000 brands a year, it is far more effective for talking to and retaining existing customers than gaining new ones. As much as Big Data can tell us about customers, it doesn’t have the ability to read minds. And being a mind reader is what would be required to tell at any given moment if I was hungry, thirsty, felt like a pizza etc. But, it would still have to find its way through the tsunami of junk emails.
Blogs: Sounds like vomit hitting the pavement. “Excuse me, I am going to be sick. Urrgg BLOG”. Could be a great example of an onomatopoeia. There are definitely interesting people who have blogs with large readerships. But like social media, its effectiveness is in person to person communication. Companies are paying some lucky sods a fortune to write blogs for them. But in 99.9% of occasions the term “boring as bats shit” comes to mind.
Social Influencers: A fabulous little earner for some. It is not only celebrities who now have hundreds of thousands, or even millions of followers. People who are famous for being famous have managed to convince companies to pay them money for promoting their brands and products (Supposedly in a non-contrived manner.) The actual number of devoted followers is difficult to ascertain. Many followers may have only hit “follow” once 2 years ago, but they still appear as followers. Having spokespersons/celebrity endorsers is not new. And yes, research has shown people say they are “influenced” to buy by social influencers. But the effectiveness of social influencers varies enormously with the product and the people involved. Jamie Oliver has sold a shit load of stuff. Credible personalities in the areas of cooking, fashion, sport etc. can be very effective. But this doesn’t mean the latest reality TV star (an oxymoron if I have ever heard one), is going to push sales of a new drink through the roof. Common sense (not so common unfortunately), should tell you what products and endorsers are effective. But finding brands that have soared on the back of social influencers alone is a bit like trying to find rocking horse shit – very rare. Then of course there can be the problem of your darling little SI going rouge. The more people you have out there spruiking your product, the greater the chance one of them will either get themselves into some sort of trouble, or decide they are no longer happy with what they are receiving. Good reviews can turn to crap on the turn of an emotion.
Native Advertising: This used to be called “advertorial”, but Native Advertising sounds far better. Irrespective of the name, if you can’t think of a decent enough advertising execution that you must hide behind at least some level of deceit, then give up the game or find a decent product to work.
From the time I started writing this to now, someone somewhere will have come up with a new (sorry, innovative way) to use online to “advertise”.
Following is a recent article from Unruly:
“For marketers, the pressure is on to not only create the most compelling creative, but to turn away from the old narrowband metrics of success in media communication. According to an April 2016 Google Double-click report, the average click-through rate across all ad formats is 0.17 percent. As marketers determine the metrics that matter to their bottom lines, making a connection through storytelling will only grow in importance. Through sight, sound, and motion, video drives an emotional response and tells a story. Regardless of the video format (e.g., standard video, virtual reality, or emerging forms of 360-degree video), measuring the emotional connection that video forges between brand and consumer will help marketers move away from focusing on narrowband click-through-based metrics and optimize the other 99.83 per cent of their marketing communications investment”.
As download speeds have increased, “streaming” has advanced from a series of stills through jerky to high definition video. Who would have thought that advertising would evolve to a point where video is used to tell a story Oh, hang on, isn’t that the definition of a TV ad? Love it. For so long we are told the TVC is dead. Now we find out that video is by far the superior way to communicate.
So, if you are going to open your own shop in 2017 and looking for an area of opportunity, try making great TV ads, but just don’t call them that.
He is a TVC from 1984.
Don’t call it a TV ad and see how you go producing videos of this quality. You may just find that your services will be in demand.
Latest News
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.