Advertising Is Failing: We Need To Save The Web
In this guest post, Rakuten Marketing’s MD Anthony Capano (pictured below), argues a bad ad experience is not only bad news for the viewer but the publisher, too. Here’s his tips on fixing it…
Negative consumer attitudes, driven by poor advertising experiences, are diminishing the ability of publishers to provide free content to consumers. And whilst the evolution of digital advertising has marked outstanding innovation in advertising-technologies, the industry has failed to modernise the way advertising is measured to match the complexity of today’s consumer journey.
Marketers have more insight than ever before into the demographic profiles of the audiences they’re targeting. Age and gender are no longer the only data points available to marketers, consumers can now be targeted based on: Level of education. Suburb. Marital status. Political affiliation. Shopping habits. Salary.
And to know this much about a person for such precise categorisation is the greatest marketing tool, however advertisers are failing to utilise the data available in order to drive better advertising and enhance the consumer experience. Advertising can often feel disingenuous, and for the industry, this is coming at a hefty price. The damage of ad blocking alone is estimated to be more than $20 billion in lost ad revenue.
It’s too disruptive
A Rakuten Marketing global survey was undertaken by consumers from Australia, the UK, the US, France and Germany to better understand their attitude towards digital advertising. The results revealed that the quality of digital advertising is worsening, with 58 per cent of consumers believing there is a connection between online advertising and other disruptive content or fake news. Furthermore, there is an unnecessary duplication of content, with 70 per cent of consumers reporting they have been served ads for products they’ve already purchased.
By intending to reach consumers throughout the path to purchase without the use of data fuelled strategies, marketers have become too aggressive at the expense of brand trust. In a new code introduced by the Australian Association of National Advertisers (AANA), social media ‘influencers’ now need to be transparent about their relationship with brands and advertisers. And the impact reveals much about the low regard in which consumers hold advertising. Rakuten’s survey results found that despite valuing an influencer, consumers were less likely to believe a product review if they knew the blogger had a relationship with the brand they were reviewing.
In an effort to create intimate relationships with customers, advertisers have forgotten that humans are highly complex, emotionally driven beings who are motivated by an innate desire to reach a higher-level of self-fulfilment. Their approach has been so wrongfully executed, that they appear inauthentic and fail to build consumer trust.
We can do more, by doing less
Some 81 per cent of consumers want advertisers to know that advertising is accepted when the content is useful and not disruptive. Additionally, a majority acknowledge that ads enhance their shopping experience, with a further 66 per cent of consumers intentionally having clicked on an online ad with the intention to shop or buy.
The receptiveness to advertising still exists, it’s the approach that needs to change. Consumers are demanding less frequency and craving greater transparency. It is the role of marketers to listen to these desires and act accordingly.
Marketers should stop looking at advertising metrics as if they only exist in-and-of themselves, and start looking at the broader context around the entire consumer experience. Rakuten Marketing recommends advertisers:
- Invest in gaining insight and an understanding of the complete consumer journey through attribution, allowing adequate examination of both behaviour and performance
- Create targeted strategies fuelled by data driven insights
- Cap the frequency of ad impressions
- Change the visual positioning of placed ads to ensure it doesn’t interfere with content
- Adhere to AANA regulations for disclosing advertising relationships
If advertising can reposition itself in this way, there will be less scepticism and a higher likelihood that the willingness of the consumers to engage will improve.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.