Follow the Money: Advertisers adapting to new reality of distracted consumers
The realities of the Connected Society and Content is King thematics are that consumers are ignoring the ads that are essentially funding the content they are consuming on their phones, tablets, laptops and TV’s around the world. As made famous in the 1976 movie All the President’s Men, when you really want to know what’s going on “Follow the Money”:
As the global marketing industry gathers on the French Riviera for the Cannes advertising festival this week, there is an awareness that grabbing consumers’ attention is getting harder and more frustrating across nearly all types of media. People are avoiding print ads, skipping through TV ads and cutting cable subscriptions. Reaching them online is getting tougher, too, between the rising use of ad blockers and the many scams in which fake, computer-generated web traffic lures in ad dollars.
As a result, companies are rewriting their marketing playbooks. Some are blurring the line between advertising and content, in the hopes of passing through the filter of what consumers actually see and read. Others are diving deeper into data and location targeting on the theory that consumers will embrace ads that they find relevant.
Source: Advertisers Try New Tactics to Break Through to Consumers – WSJ
