The New Economy need innovation, creativity and the courage to give up old models for new ones.
This is the path of a successful future" Creezy Courtoy
Ad-Blocking And Audience Consent
Mobile devices are encouraging the use of Ad-blocking resulting in 75% decrease of Google revenue coming from iOS devices. Facebook Instagram and Twitter have the same problem.
Publishers are the ones hurt most and they cannot stop it. They did not expect it, and today they are having extremely bad days.
Now is the time for brands to realize the old way is not the right way to advertise.
It is time for publishers to innovate and find other ways to raise revenue.
Just last week, it was announced that the mobile carrier Three is to offer the option to block ads to its users. Engadget reports:
"Three UK is positioning the partnership as a pro-consumer maneuver. In a press release, the carrier says ad-blocking will be used to achieve "three principle goals" -- reducing data costs, protecting its customers from malware-riddled ads, and ensuring subscribers receive ads that are targeted and engaging, rather than intrusive and irrelevant."
This is very similar to the rhetoric employed by the providers of ad-blockers on desktop devices.
"This is for the consumer, it's to give audiences choice"
… And consumers decide for themselves.
This is not just a publisher problem, it's an industry wide issue that will be debated at Shift 2016’s ad blocking session next week in London, with contributors from Mondelēz International, Maxus UK, IAB UK and Trinity Mirror.
Content Reached Its Peak Point
One of the few workable business models in this age of digital disruption has been to produce as much content as cheaply as possible. But flooding a glutted market only leads to a deflationary spiral until it becomes completely uneconomical to produce that commodity. It is a simple matter of economics, and it doesn’t matter whether that commodity is maize or media.
In 2013, Digiday looked at who was winning the volume game in publishing. It’s ancient history in terms of digital media, but back then, the New York Times and its 1,100 strong newsroom was pumping out 350 pieces of content per day while the Huffington Post’s 500-plus staffers were flooding the internet with 1,200 pieces of content per day, not to mention the 400 blog posts per day from their network of low paid or unpaid bloggers.
Of course, journalists are not the only ones creating content. By July 2015, 400 hours of video were being uploaded to YouTube every minute, the platform’s CEO Susan Wojcicki revealed. Add the literally billions of pieces of content shared on Facebook, Twitter, Instagram, Vine and Snapchat updates over any given day, an ocean of content marketing, and your favorite TV series and movie franchises ready to binge, and that leaves most people very little time to sleep, eat or do anything else.
The Audience Perception Changed
Advertising the “traditional” way is becoming increasingly a boring experience for consumer as their behavior changes. Many consumers view these advertisements part of an old fashion way of thinking and communicating. Some consumers are beginning to think that brands believe they are stupid by always repeating the same story in the same way.
Did you ever see someone liking or sharing an advertisement? In social media, if no one shared or liked a post, wouldn’t you conclude that it was not a good post?
Advertisements are not built that way, there is nothing to like, share or interact, they are created to lead you to a page you don’t want to go most of the time. But this is not what the audience wants. If you read a story, you don’t want to be held captive to another page. This is another reason for the success of ad-blocking.
The Path From Audience to Best Consumers
Brands and advertisers should stop treating consumers like 5-year-old children. Babies grow up and consumers do as well… and when they do they demand much more to be convinced. Brands need to grow up and evolve as well.
Brands need to communicate differently, totally change their method of communication, and consider the evolution of consumer’s minds. Finally, advertising should become an integrated process of adding value in delivering consumers something else rather than just a repetitive, revenue-generating concept.
Product placement integration in storytelling will replace advertising.
Brands will need to have a voice, share a situation, share an attitude and engage the audience to follow it, and to like it. Brands need to acquire a soul, a voice and become alive if they want to survive and be part of the New Economy. Only then the audience will become followers, friends and their best consumers. And if you really want to make a difference, give consumers the history behind the making of your products.
Games are changing but change is an interesting process as it is also a learning process. To enter the New Economy we need innovation, creativity and the courage to give up old models for new ones. This is the path of a successful future.