Technology has become more ubiquitous in the advertising industry than sneakers, beards and novelty T-shirts, but one commentator says that rather than be a boon for business all the wizardry’s actually proven a disaster.
Controversial US Professor, David Carroll (pictured below), a specialist in media design from The New School’s Parsons, believes all the tech has actually had a negative impact on the industry.
Speaking to the tech site Digiday, Carroll said: “Subjectively speaking, it seems like advertising online is almost ruined.
“We don’t see advertising that people want anymore. The idea that technology was good for advertising doesn’t seem to have played out.”
And when it came to ad blocking, Carroll believed the problem would only get worse. He argued that it was young people who were using the software to block ads and hence the problem was entrenched and here to stay.
“When consumers push back, it’s a sign to the industry that it’s overdoing it,” he said. “It needs to make fewer, more valuable [ad] opportunities — and this idea that people must accept it is based on a fallacy.”
Carroll also believed that Facebook was to blame for the rise of ad blocking.
“We see evidence of Facebook censoring media, so it’s not the same as an open web. We see instances of Google’s algorithm affecting access to information. When you grant gatekeepers this kind of power, we are limiting the ability of a professional organisation to inform the public.
“It’s becoming really difficult to not use Facebook,” he said. “It’s becoming an essential part of functioning in society, to have a Facebook account. You’re expected to maintain one. This general expectation makes it really difficult to opt out of that. With Google, many people have Google at work so they have to be on Google. And the minute you send someone an email on Gmail, all of your participation is on Google. I don’t know if that idea that you can just not use it and still function in society is possible.”
Read the full Digiday story here.
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]