Digital Advertising: A Call to Make It Great Again
The Reality Check: Why We Need Change in Advertising
Ask someone to share their favorite TV ad, and you’re likely to see a smile cross their face as they reminisce about a memorable campaign. Now, ask the same person about their favorite digital ad, and you’re greeted with a blank stare. Why the discrepancy?
Last week, I attended Possible in Miami, one of the largest advertising events globally. Surprisingly, it didn’t feature any discussions on actual ads. This begs the question: Are we embarrassed about the current state of digital advertising, or have we simply lost our way?
Digital Ads: A Staggering Letdown
Let’s face it, digital ads are simply unacceptable. They manifest in a variety of horrible forms: broken links, terrible copy, subpar visuals, and abysmal targeting. We’ve had high hopes for ad tech, yet what we deliver are not genuine one-on-one conversations but rather clumsy attempts at guessing our audience.
To be targeted by ads today feels more like an insult than an invitation. Why? Because the algorithms often misinterpret who we are, suggesting irrelevant products in absurd languages, as if we’re all old, pregnant males with an inexplicable passion for luxury handbags and industrial rivets.
Take a moment to unblock those intrusive ads—did a human ever review this content? Did anyone consider it worthy of our engagement?
The Advertising Industry: Moving Backwards?
In the past 25 years, almost every industry has prospered. Why not advertising? Compare the evolution in other sectors—automobiles have become better and technology has advanced at a breakneck speed, yet we’re stuck in a cycle of mediocrity.
It’s time to acknowledge that the only industry that seems to be regressing is ours. Once driven by creativity, passion, and innovation, advertising now appears devoid of depth in the digital realm.
We’ve allowed the industry to split into performance vs. brand, resulting in two camps: one obsessed with artistry and accolades, the other fixated on metrics, numbers, and algorithms. This unnecessary bifurcation has clouded our understanding of how effective advertising truly works.
Harnessing Our Potential for Better Advertising
Imagine crafting ideal advertising conditions. You’d want:
Screens that captivate: Devices that are not just functional but also incredibly engaging, complete with superior sound and resolution.
Attention on tap: Audiences glued to their screens for hours, eagerly consuming content and open to stimuli.
Relevant data insights: Accurate information about consumer behavior, preferences, and purchasing power.
- Beauty in execution: Technology that makes it easier to achieve visually stunning results, allowing creativity to flourish.
We have the ultimate canvas for advertising, yet we’ve utterly squandered this potential.
A Path Forward: Changing Our Advertising Mindset
If we strive to revamp advertising, we must challenge short-term thinking. The long-term benefits of a powerful ad can be immeasurable—boosting brand recognition, supporting new product launches, and enhancing employee retention.
Advertising and commerce are now inseparable; we must embrace this reality. The data at our disposal isn’t the silver bullet we believe it to be, and many of advertising’s greatest rewards cannot be quantified easily. Judgment, taste, and creativity should steer our efforts.
A Message of Optimism Amid Frustration
Dear reader, you might think my sentiments reflect despair. On the contrary, I am genuinely enthusiastic about the advertising industry. I believe in the power of marketing. Brands hold unique significance in our lives, guiding our decisions and offering meaning to our possessions.
However, my frustration stems from the fact that we seem to be missing the mark. Business and creativity can coexist beautifully, and advertising deserves to be a source of pride and inspiration.
It’s time to Make Advertising Great Again.
If you found this article insightful, consider reading Tom’s previous thoughts on the evolving landscape of marketing: Yes, AI will redefine marketing – but not the way you’d expect.
Tom Goodwin is a renowned expert in marketing trends, AI, and digital transformation. As the founder of All We Have Is Now and author of Digital Darwinism, he emphasizes harnessing current technology for meaningful change. Connect with Tom on LinkedIn.
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