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
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.