‘3 strategies to survive the “Adblockalypse”’ – Marketing Land
Peter Minnium says, “Poor, aggrieved advertising just can’t catch a break.
Even in the good old days, when families gathered in living rooms to watch TV, advertising needed to run the gauntlet to be effective: creating an opportunity to see, capturing attention, leaving a branded impression, delivering a message, and finally, changing attitudes and behavior. I’ve outlined best practices to do this in a previous post.
The internet and digital technology presented an opportunity to tip the odds in advertising’s favor. The promise of digital advertising — ad products with sight, sound, motion plus interactivity, coupled with the right-message, right-person, right-time benefit of machine targeting — is irrepressible.
Consumers, after all, have never hated all advertising — just that which is irrelevant, annoying and interruptive. Digital would fix that, right?
Except it didn’t. The digital ad industry committed a myriad of sins instead: relegating ads to page purgatory outside of the content stream, too often relying on interruption, piling multiple ads onto each page, charging for non-viewable inventory, larding ads with features that slow page load times and offering no standard brand metrics that matter — to name just a few”.
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