We got 99 problems and they all have to do with ad tech
(Guest Post) Confessions from an agency professional
Ad Reform Editor Note: A couple weeks ago we wrote about Ad blocking being a weak link problem. We believe it’s important to understand the challenges from all perspectives of the ad tech ecosystem. Today, we will hear the challenges from the agency side of the isle. We plan to write another post on how agencies can do their part to help with the problems. If we can better understand each other we might be able to work together for the good, and build a more sustainable future for the ad tech industry.
It’s 2017 and badvertising still exists, specifically online. Though it’s shown some improvement, why am I still getting targeted with pop-up ads, video banners that auto-starts with sounds, and why am I getting hit with ads with products I’ve already purchased? These are likely the questions on most people’s minds.
How did we get here?
Humans are in full force creating and encouraging a simplistic yet, complex lifestyle. And with the launch of the World Wide Web in 1991, technology has been booming and creating a more convenient environment for brands to connect with consumers, let alone, target the right consumer. So we’ve done it, we’ve evolved into a society where it’s socially accepted to allow our behaviors to be tracked and have brands influence our buying habits (unless of course, you’re blocking ads). It all started with word-of-mouth, print publications, out-of-home (OOH), to television, and now here we are in a mixed media world with digital media.
We’re being tracked everywhere?
Digital media. What does this even mean? Technology, such as cellphones, wearables, appliances are now connected to the internet. Everything we are purchasing is being tracked, from the products we’re searching to the purchases we’re making (including the purchases we’re making offline), to the things we’re doing/saying (Alexa). And our behavioral buying habits are being collected, stored and sold into various databases to target us at a later time.
Easier: Space flight > digital ads
Since the WWW launched, we humans have achieved numerous goals and accomplishments. We’ve created satellites that have, and still are, traveling beyond our solar system. We’ve collided protons to discover and research the “God Particle”. We moved into an AI dimension and a virtual reality. Dammit, we have humans living on the International Space Station and we still can’t figure out how to, for the lack of better word, politely target a consumer with a relevant and/or genuinely applicable ad.
The measurement mess
The industry has vastly changed since 2012 (when I started) and is rapidly evolving into a cluttered realm of its own. CTR is no longer a measurement of success. Programmatic is a fun new term and way of buying that every media person hates to hear. NHT can finally be measured, essentially — BOTS BOTS BOTS they’re everywhere! Buying on in-demo has become very important. And my absolutely favorite, viewability. Is the ad space we’re purchasing being viewed 100%? Although, viewability is a new metric and while it makes sense, why shouldn’t we be buying brands valuable impressions that are being viewed, it’s been a pain in the ass to track but we’ll get back to this.
Agencies role
And there are a few things remain the same; Creative agencies and Media Buying agencies are still not communicating and Clients still want the first to market product but need scale at the most efficient price for the best quality impression. It’s an inevitable and vicious cycle of cat and mouse. Shouldn’t two agencies connect to discuss creative CTA, looks and feel, where it may live, and how to proactively connect with a consumer? Shouldn’t agencies educate clients to let them know that we need to purchase quality verses quantity?
So how are we going to change the industry? How are we going to improve online user experience? Isn’t it our responsibility to help educate clients, consumers, and challenge the ad space? We need to have consumers perceive brands in a positive light, right? For all we know, ads make the world go round.
Ad Blocking and Native Advertising
Okay, I might be getting ahead of myself. You and I are not the first ones to complain about ads. We’re not the first to think, “oh, there’s gotta be a way to improve the ad space.” There have been attempts. Good ones I must admit. Fortunately (for some), unfortunately for most reading this, ad blockers are a real and growing threat to our industry! Many have tried to avoid ad blockers with native advertising. Could we get anymore sneaky or deceiving? Tricking consumers to complete an ad or a quiz just for them to find out that it was sponsored by yours truly. This can’t be the answer.
Look, I’m not here with a solution. I’m just here to speak on challenges I’ve seen during this 5 year span. To ask the question: if we’re able to live outside in space, if we’re able to transport our mind into another world with VR, why are we not able to target, non-intrusively, the right consumers to the right brands, and genuinely have them appreciate our work (or at least not annoy them by it)? I want to encourage you to participate in the bad ad conversation because to be honest, it’s not going away. It’s getting more complex. It’s getting worse. It’s getting away from us…
