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NEWSFLASH: AD BLOCKING WILL SAVE YOUR CAREER
Lawsuits Education Creative Innovation
Let’s play this out shall we? We (brands, agencies, publishers) are all pretty smart.
What we have built together … Taken ads we originally made for TV & print and put them online Built really clever ad servers Created a million different versions of banner ads and called them digital experiences Birthed this thing called “native” Created lots of KPI’s … CTR, ER, Viewability, NHT, Time Spent, Social Shares, etc
LET’S SCALE THIS BAD BOY!
More clever ad servers Algorithms Smarter measurement Standardization
Programmatic Native Wait a second! Doesn’t native mean customized?
Why is it that every time we figure out how to build a relationship with someone, we are compelled to trade that one solid relationship for 100 more that don’t really matter? We’re so insincere!
Fooling ourselves Despite all of our brilliance, we’ve left someone behind …and they’ve been sending us smoke signals
Readers THE PEOPLE RESPONSIBLE FOR ALL OF OUR REVENUE Viewers Consumers
It’s about the What And the How
NO Ad Server means Ad Blocking
BRAND AGENCY PUBLISHER
Back to basics high quality original content in context from a voice the consumer trusts using the publishing process to distribute… across hundreds of quality lifestyle sites scaled through paid social
PURE NATIVE SCALED THROUGH PAID SOCIAL
HOW TO SAVE OUR CAREERS IN 10 STEPS
1 Admit the problem: OOPS! We forgot about the consumer!
2 Hold hands to solve it (brand, agency & publisher)
3 Commit to the consumer!
4 Then ask them what they want
5 Be ready and open for consumers to help us change how we advertise to them
6 Empower your agency to lead!
7 Commit to content
8 And to innovative ways to distribute it: experiment & track with multiple partners
9 Invest in consumer relationships. . . it will pay off
10 Commit to change