{"id":231,"date":"2017-04-27T05:42:01","date_gmt":"2017-04-27T05:42:01","guid":{"rendered":"https:\/\/www.sureshdinakaran.com\/blog\/?p=231"},"modified":"2017-04-27T05:42:01","modified_gmt":"2017-04-27T05:42:01","slug":"a-sign-of-things-to-come-for-the-advertising-industry-it-just-doesnt-add-up","status":"publish","type":"post","link":"https:\/\/www.sureshdinakaran.com\/blog\/2017\/04\/27\/a-sign-of-things-to-come-for-the-advertising-industry-it-just-doesnt-add-up\/","title":{"rendered":"A sign of things to come for the advertising industry. It just doesn’t add up!"},"content":{"rendered":"
\n
\n
The ad industry,<\/b> has been in \u00a0deep sand for quite a while. With multiple aspersions cast on it,which do it no good.What with reaping the rewards of\u00a0<\/span>ad fraud, <\/b>while clients suffer. Being at the receiving end of <\/span>supplier\/media benevolence<\/b>(kickbacks?) disguised in many forms.\u00a0<\/span>Hiding and misrepresenting the truth about the horrible record of online advertising.\u00a0<\/b>Adulterating ad buys\u00a0<\/b>with worthless “non-human” traffic (bots)<\/b> to make them look more efficient.<\/span>And generally putting self-interest<\/b> above clients.<\/div>\n
\n
<\/div>\n
\"\"\u200b<\/div>\n<\/div>\n
\n
Here are some numbers that indicate that the ad industry<\/b> is in for some serious evaluation, interrogation. On an average,\u00a0more than 60% of brands<\/b> are considering reviewing their agency be it creative, media, digital or search<\/b>.<\/div>\n<\/div>\n
\n
<\/div>\n
Not only are these numbers unprecedented but client dissatisfaction<\/b> seems all pervasive amongst the top 6 advertising holding groups.<\/b>The quest for a new flavour has also been motivated by some other key factors viz:<\/div>\n
<\/div>\n<\/div>\n
\n
– Confidence<\/b> in digital or social platforms<\/b> is significantly below 50%(notwithstanding all the hype & hoopla).<\/span><\/div>\n<\/div>\n
\n

\n– Almost 100% of marketers <\/b>want digital media owners<\/b> to have their inventory measured by a third party.<\/span><\/div>\n<\/div>\n
\n

\n– 2\/3 of marketers say they are questioning their “investment” with Facebook.<\/b> They just don’t \u00a0not ‘ like<\/em> ‘ what they see!
\n<\/span><\/div>\n<\/div>\n
\n
\u00a0<\/span><\/div>\n<\/div>\n
\n
Add:<\/b> the serious issue of transparency <\/b>in the business. Community\/nationality clusters aiding and abetting decision making rather than rational. If only we realised that given the times we are in<\/i>, transparency can be the Big Idea, the Great differentiator that will separate the men from the wannabes.<\/i><\/b> The theory of association where brand heads<\/strong> and marketing managers<\/strong> want to be seen in the company of blue chip ad agencies, the quality of their work or commitment notwithstanding. The abysmal quality of online advertising<\/b>..the malaise of big agency aristocracy.<\/b>.and last but not the least t<\/span>he advertising agency industry’s spineless disinterest<\/b> in confronting the issues<\/b> of viewability<\/b> and ad<\/b>fraud.<\/b><\/div>\n<\/div>\n
\u00a0<\/b><\/span><\/div>\n
What we have here is a perfect storm of unprincipled behaviour<\/b> and client dissatisfaction.<\/b> This wave has been gathering momentum for years(despite best efforts to brush most issues under the carpet).But,soon,very soon, the S*** will hit the ceiling!
\n<\/b><\/span><\/div>\n
\u00a0<\/span><\/div>\n
The big shots will be looked askance on.Heads(and heads of agencies) will roll.Clients<\/strong>\u00a0understandably will take some of their advertising<\/strong> business to conventionally non-agency entities(read smaller, smarter, capable and ethical players).In the process,it will be hell for a lot of wonderful, hard-working people with integrity who will be victims of collateral damage<\/b>.\u00a0<\/span>Lurking in the background, enabling both the deterioration of the advertising <\/b>business and the debasing of journalism<\/b>, is the rancid, insidious hand of adtech.<\/b><\/span><\/div>\n<\/div>\n<\/div>\n
<\/div>\n
\"\"<\/div>\n
\n
\n
\u00a0<\/b><\/span><\/div>\n
While ad fraud <\/b>is systemic, there is reason to believe the issues of corruption<\/b> and transparency <\/b>are far more onerous in the ‘ blue chip ‘ agencies than in the independent and regional agencies.<\/span>
\n<\/b><\/span><\/div>\n
\u00a0<\/span><\/div>\n
We are at the cusp of a turning(inflection) point<\/b>. What we all look forward to is the strong probability of the ad industry<\/strong> coming out stronger, better, smarter & wiser from all of this! After all, as they say, only a crisis<\/strong> begets an opportunity.<\/strong><\/span><\/div>\n
\u00a0<\/span><\/div>\n
ENDS<\/b><\/span><\/div>\n<\/div>\n<\/div>\n
\u200bImage Courtsey<\/b>: Brainvire\u200b<\/div>\n
<\/div>\n

www.brandknewmag.com<\/strong><\/p>\n

www.groupisd.com<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

The ad industry, has been in \u00a0deep sand for quite a while. With multiple aspersions cast on it,which do it no good.What with reaping the rewards of\u00a0ad fraud, while clients suffer. Being at the receiving end of supplier\/media benevolence(kickbacks?) disguised in many forms.\u00a0Hiding and misrepresenting the truth about the horrible record of online advertising.\u00a0Adulterating ad … Continue reading “A sign of things to come for the advertising industry. It just doesn’t add up!”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[2],"class_list":["post-231","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-advertising-adtech-adfraud-ad-agencies-brands-transparency-marketers-isd-global-brandknew-branding-online-advertising-media-digital-facebook-journalism-clients-creativity-search"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t