As if the newspaper industry didn’t have enough to deal with, now digital ad blocking software threatens to eat into its digital profits. Ad blockers, obviously, block ads. The reason for using them would seem to be, “I don’t want to see ads anymore…duh.” But there are more practical reasons for using ad blockers. A heavy ad load is data-intensive, meaning slow load times for users, while eating up precious time, data and battery resources.
The industry is moving so rapidly that yesterday’s big story becomes tomorrow’s footnote, and each technological advancement is seemingly leapfrogged instantly. Yet this very nature of change in the industry is the reason that advertisers need to stop and take stock of what is coming next. Consumers are exploring new ways of communicating and gathering information all the time, and marketers want to be a part of that experience, in an engaging and natural manner whenever possible. Here are some of the digital trends that marketers need to be paying attention to (and dancing with) in 2016 and beyond.
At the Association of National Advertisers (ANA) conference last month, twenty-eight hundred of my brethren in the advertising community watched memorable presentations from Progressive Insurance, Pepsi, Lyft, Harley Davidson, GE, Audi and Arby’s.
While the D and I words (Disruption and Innovation) were overused for my taste, luckily, the M word (Millennial) wasn’t used too much. In fact, it was emphasized several times that targeting exclusively by generation could be too broad-based.