Let’s make advertising useful.
When was the last time you clicked on an ad?
I don’t know about you, but I’m tired of them.
Their lack of relevance, condescending tones & repetitiveness is quite simply interruptive and annoying.
People are starting to realize this
Adblocking grew 30% in 2017, and on average 21% of desktop users now block ads.
Digital display engagement rates are at their lowest ever, with a 0.05% CTR being accepted as the benchmark!
Not all demographics are blocking digital ads, however, its 18-35 bracket with the highest propensity.
Essentially, ‘Attention’ is becoming a scarce resource.
As an industry, we’re not starting in the right place.
Companies naturally think of themselves and their goals first – and there is nothing wrong with that.
Paradoxically, people think of themselves first too.
Therein lies the problem with advertising.
It used to be that brands could buy all the attention they wanted and say whatever they liked.
However, as we can see by the ad blocking statistics, consumer BS detectors are sharper than ever.
How do you transact with people who don’t want to be advertised to?
We need to put people first, not our business.
We need to leverage what people want, like & need.
We need to bridge the gap between our products and their needs.
By doing answering their needs or adding value to their interests, we get genuine, opt-in attention.
This is sometimes known as inbound or pull-marketing.
My mission – let’s make advertising useful
It is my mission to help both the industry and clients reach consumers in a way that doesn’t involve interruptive methods – through opt-in channels like Search & Social.
Search is often the most underutilized channel of all, but what I love most about search is that it lacks interruption – people who search are opt-in by nature. Leveraging data from channels like Search and Social is fundamental to both successful brands and agencies in the future.