In a recent article by Michael Wolff, “Ad blockers impair digital media,” he makes mention that, “… advertising does not ever get better; at its best, it is intrusive — hence, people (at least sentient people) will always block it if they can. And, to boot, their pages will load faster. “ While I understand this point of view (I mean who doesn’t get annoyed when a pop-up ad interrupts your leisure reading of the Times while on the morning commute) I don’t agree that advertising does not ever get better.
Case in point, at my brand we have made reaching the consumer in unique and innovative ways a critical component of our social media strategy. No one wants a pop-up ad to interfere with their media consumption, but if they are scrolling through their newsfeed and stumble upon an ad that makes them feel something, they are definitely more likely to pause and think about the message you are trying to send.
In the latest example of our efforts to reach today’s mobile / social consumer in ways that surprise and delight, not annoy, we launched the #SoundsofHome campaign. The campaign includes four 15-second videos that alert the Facebook newsfeed reader that they must click on the video to hear the sound. For example: “Auto-play videos do not have sound, to hear bacon frying on a Sunday morning,
click or simply spend time at home. Find Yours at C21.com.”
The ads stimulate the senses both visually and audibly. So, while Apple’s move to supply ad blockers with iPhones and Safari may have a negative impact on Google’s ad revenues, we feel comfortable that our SMARTER. BOLDER. FASTER. approach to digital marketing will continue to position our brokers and affiliated sales professionals well in the hearts and minds of today’s consumers.
I am most definitely on Team Jeff Jarvis and his suggestion, “…that ads ought to become smart and engaging — that technology properly applied could make ads smarter and more engaging.” In my humble opinion, if you are not generating creative content that resonates with your audience, the ROI on your marketing investment will continue to decrease as consumer control over what they view continues to increase across all media platforms.