If anyone is asked to recall their favourite ad, more often than not it will be a TV spot.
Unsurprisingly, nobody will ever respond with an example of a digital ad, according to Zenith head of innovation Tom Goodwin.
Speaking at the Inform News Media Summit, Goodwin spoke to the audience about how the inception of digital advertising in the early 2000’s is still hanging over advertising’s current approach to it.
“In 2001, I worked at a creative agency. Back then, online media was cheap, wasn’t worth our time, we made crappy ads because we didn’t know what we were doing, they didn’t perform and so we didn’t put much effort into it.”
Fast forwarding 17 years, Goodwin admitted the industry is still suffering from an early digital ads hangover, the result of which is a series of misjudged assumptions about digital which are now preventing us from using it to its full capacity.
“We’ve made horrible assumptions about digital; we thought that because you could measure then you should, then said the only thing that matters is measurement, and we forget about everything you can’t measure.”
“We also think because you can target it, you should, and the more targeted the better.”
“These strange assumptions have created a horrible marketplace; as a customer, we do not enjoy online browsing experience.”
“The CPMs are not great. Advertisers clutter.
“We’re measuring the wrong things, optimising towards the wrong things.
“We haven’t built sophisticated measurement and we’re throwing more money closer to point of purpose.”
Though Goodwin admits, it’s not all bad, and there’s plenty of room for improvement in digital.
Rather than racing towards digital to create quick ads relying on measurability, Goodwin offered another option, to put an end to the separation of digital and traditional media, and see the two as one.
“We shouldn’t be preying on digital or traditional. We need to bridge the cultural divide.
Overall, “We need to get more sense of the pendulum… and we have to be careful about short-termism,” he added.
He finished, “We need to get mobile right, we have this incredible canvas, it’s incredibly exciting, but we need to get it right.”
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both worked together at Accenture Interactive, before co-founding Reactive a digital agency bought by Accenture in 2016, now they’ve combined their knowledge and expertise to create Summon. Summon offers […]
To honour the fantastic feats of the Australian Paralympians, Hootsuite has revealed the top trending hashtags and social media data of the Paralympics. The top trending hashtag during the Paralympics period, #tokyo2020, received over 38,000 tweets and retweets, amounting to 1.7M+ impressions, while other popular hashtags included #paralympics, #readysettokyo and #paraswimming. According to Hootsuite’s research, […]
SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet. Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers […]
ARN’s iHeartPodcast Network Australia has announced a new podcast, SAS Australia Debrief hosted by 2020 recruits Merrick Watts and Sabrina Frederick. The podcast is made for anyone that can’t get enough of Aussie celebs putting themselves through the toughest test of their lives on the Seven Network’s hit show SAS Australia. Or anyone that wishes […]
Rakuten Advertising has launched ‘A 5-Stage Blueprint for High-Performance Affiliate Marketing’, designed to educate and inform both advertisers and publishers about the strategic role that the affiliate channel is now playing in marketing strategies. The blueprint is based on input from members of the Rakuten Advertising International Collective (RAIC), comprising affiliate marketing specialists from leading advertisers […]
Nine has announced the return of State of Originality, Australia’s biggest advertising prize, with $1 million again up for grabs to the brand and agency that creates the most original ad in the 2022 State of Origin Series. This year Nine launched State of Originality, challenging Australia’s marketers to help make State of Origin not […]