Ad blockers

…and the ad industry’s trust issue (part 2 of 2)

Mo Dezyanian
Jul 28, 2017 · 2 min read

Time to think different to solve our industry’s trust problem

This is the second part of a 2-part series on the trust issue in our industry. You can find the beginning of the series here.

The crux of the trust issue I have discussed in this series stems from:

  1. How we budget
  2. How much we focus on customer engagement

In budgeting for media, for example, we often default to:

  • $X of total budget
  • %Y of which goes to “fees”
  • With the rest being active dollars.

In turn, creative agencies often provide solutions based on a fixed scope of work that’s derived from the number of hours needed.

But success in the online space — the space that allows viewers to escape in a heartbeat and provides infinite tempting avenues to do so — ultimately demands a good experience for the audience. So many of the tired practices our industry follows are based on old models: the printed newspaper the consumer had to page through, the TV ads they had to sit through.

Which means:

  1. We have to be more considerate to the consumer to achieve advertising goals
  2. To create that better consumer experience, we need to align everyone in our marketing ecosystem to the business objectives
  3. And that starts — trust me on this one — with smart compensation models and partnership agreements that make sure everyone a vested interest in success, because that’s where the action begins.

How do you ensure success with your agency and client partners?

Mo Dezyanian

Written by

Marketer. Climber. Dada. President of Empathy Inc. www.empathyinc.ca

Empathy Inc. — Occasional Insights

Thought leadership about business, marketing, and media

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade