Why Advertising Stresses People Out (And How Engagement’s The Solution)
Our always-on media world is creating more and more channels which, in turn, creates more and more advertising opportunities. And the downside? It’s actually stressing out the people (audiences) advertising is trying to engage with.
That’s the view of Tyler Greer head of strategy at Melbourne-based marketing and advertising firm Exponential.
“A recent study out of the US said the fifth highest cause of stress in peoples’ lives is advertising,” Greer said. “We’re overwhelmed by the world by advertising and we hope that we make an impact. But the advertising industry knows more channels means more opportunities to put advertising out there and hit people over the head as much as we can because reach and frequency matters. Hit those people with as much frequency as you can and that will be good for my brand, right?
“At the same time something has happened to brands. Brands have worked out that creating a lot of content, a lot of galleries, a lot of two-way conversations, a lot of videos has some inherent value. Somehow it will find its way through the clutter and find an audience,” he said.
According to Greer what brands need is engagement and by that he means the amount of time that a consumer actually spends connecting with a brand.
There has to be a better way of advertising and engaging with customers particularly with the multiple channels and multiple screens available these days, Greer said.
“So brands need a distribution model and fortunately we’ve got thousands of channels we can deliver out to market. So once again more clutter, more advertising, more exploitataion of channels, more inserting ourselves into the daily lives of people and pushing us (the ad industry) up the rank of what stresses people out the most.
“Advertisers need to build their creative display, they need to serve it that way, we need models that allow us to do that as well, to report on it and measure success and failure by this as well.
“Engagement will rise to the top of the value chain not because it can but because it must. And the only thing that matters now is the time spent between the consumer and brands,” he said.
Latest News
AnalogFolk Hires Senior Creative Content Specialist Naomi Martin
Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]
Sportsbet Parodies Nine’s COVID-19 Campaign In Festival Of Footy Ad
It's not one but FOUR funny ads in a row! Yet more proof agency ECDs have taken to tickling each other with feathers.
Accenture Interactive Acquires CreativeDrive’s Global Content Studios
Unlike opening the Ark of the Covenant, you do not want to turn your back on those wily folk at Accenture, do you?
Google Study: Aussies Watching Twice As Many Ads As They Think
Study finds you're watching twice as many ads as you think. But are you getting up twice as much to put the kettle on?
“Stop 2020 Becoming 1984”: Fortnite Calls Apple Big Brother In Protest Campaign
Fortnite references the famed George Orwell novel in anti-Apple ad, resulting in no one under 30 getting the reference.
Will VOZ Be The Saviour The Australian TV Industry Needs?
Only John Farnham's retirement & "clean" coal have taken longer to actually materialise than the VOZ television metric.
Snapchat Launches First Full Body Tracking Lenses
Snapchat launches first full body tracking lens which, as you'll discover here, isn't as creepy as it initially sounds.
“Looking To Move Straight In? This One Isn’t For You”: Wrecked House Real Estate Ad Goes Viral For Its Brutal Honesty
In arguably a world first, B&T is today presenting a headline that contains the words "real estate agent" and "honesty".
Apple Set To Bundle Subscription Services
Apple unveils latest initiative that is rumoured to have come to Tim Cook while he was scooping the leaves in his pool.
SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat
SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]
IPG Releases New Guidelines For Brand Safety & Media Responsibility In Advertising
IPG unveils handy checklist for ad & brand responsibilty. So, best read with a clipboard, red marker & a high viz vest.
Rhys Darby’s Bonkers Internet Ad Is Exactly What The World Needs Right Now
If only all ads could be this damn good, B&T asks. Although we're stopping short of actually pointing fingers at anyone.
Thursday TV Wrap: Bachelor The Pick Of The Lot On A Very Quiet Night
It was so quiet on TV last night you could've run a Marcel Marceau documentary and still had the neighbours complain.
Vogue Italia Dedicates Latest Issue To Children With Adorable Hand-Drawn Covers Designed By Kids
Here's one of those cute stories B&T likes to run. That said, our editorial policy is steadfast in preferencing evil.
Why Tourism Australia’s Path To Recovery Is Data-Led
As a random observation, if holidaying in Australia wasn't so bloody expensive it might help drive tourist numbers.
US Podcast Revenue To Surpass $1.4B, Capturing 20% Of Digital Radio Ad Spend
Possibly the only thing hotter in media right now aside from podcasts has to be burning the books to avoid an ATO audit.
Longtail UX Secures $2.25M In Funding From Woolworths Group’s Venture Capital Arm W23
Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]
Ray Hadley And 2GB Reach Out-Of-Court Settlement Over Alleged Bullying Of Former Staffer
The evidence appears to be mounting that radio shock jocks aren't merely arseholes on the air, but off it too.
Last Call, Adland! Late Entries For B&T Awards 2020 Closing Next Friday!
Rest assured, this is THE very LAST call for B&T Award entries. Except for next Monday's, Wednesday's & Friday's call.
Dentsu Aegis Network Posts Q2 Profit Slump Of 39.2%, As Its Aussie Ops Weigh Heavily On Results
It's bad news out of Dentsu today, but you only need read James Clavell's Shōgun to know the tenacity of the Japanese.
Coopers Release New & Limited Edition Hazy IPA Via TABOO
Often go out drinking only to wake-up with little recollection of the evening previous? Introducing Cooper's Hazy IPA.
Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign
Ben & Jerry's ice-cream has gone political. Still can't manage to explain why a tiny tub costs 20 bucks, however.
Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
Benny Hill may have long since passed, but his legacy lives on in new Celeste Barber's 'Get Your Jugs Out' campaign,
Enero Posts Net Revenue Increase Of 4.9%
Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.
Apple Accused Of Taking Traffic Away From Publishers
Apple accused of taking traffic away from publishers. Zuckerberg just thankful the heat's off him for a change.
Woolies Doubles Down On Print Catalogues After Coles Pulls The Plug
In top news for papier-mâché, home-made pirate hats & kitty litter trays, Woolies says printed catalogue to continue.
Online Retailer THE ICONIC Marks Play Into Sportswear In New Spot Via Thinkerbell
Has lockdown left your midrift wobbling like the jelly/custard trolley at yum cha? Instantly deflate with this news.
Tradie Scrubs Up Alright With Inspired Unemployed TVCs For New Body Wash Range Via The Incubator
Tradie continues association with comedy duo 'Inspired Unemployed' which, you'd assume, negates their unemployed status.
“Eau De Piss!” Victoria Bitter Unveils New Men’s Fragrance & Apparently It’s Not A Joke Either
You may not want to drink it, but you can smell of it, as VB launches fragrance with a hint of urinal deodoriser blocks.
Wednesday TV Wrap: Locklan Gilbert Makes Bold Bachelor Debut
10's The Bachelor is back and so is the B&T office's Bachie sweepstakes. The winner set to claim the entire $5.80 booty.
