B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • AFL
  • B&T Women in Media
  • NRL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • Anthony Albanese
  • ARN
  • Spotlight on Sponsors
  • Meta
  • AI
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Why Advertising Stresses People Out (And How Engagement’s The Solution)
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Why Advertising Stresses People Out (And How Engagement’s The Solution)
FeaturedMarketing

Why Advertising Stresses People Out (And How Engagement’s The Solution)

Staff Writers
Published on: 18th December 2015 at 6:00 AM
Staff Writers
Share
3 Min Read
SHARE

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.

images

“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.

 

 

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, The Simpsons
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Ogilvy CEO Sally Kissane To Depart
08/07/2025
Everything You Need To Know About B&T’s Agency Scorecards!
08/07/2025
Agency Scorecard: Atomic 212°
08/07/2025
Agency Scorecard: Leo
08/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?