Advertising is Killing the Web: Are You Part of the Problem? Canada Mobile Number

For almost a quarter of a century, the digital advertising business behaved like a corrupt antisocial child, recklessly betraying, weakening, and angry with virtually everyone in the orbit of the world, like a wildfire. I’ve grown up.

Many deadly sins of digital advertising are now creating a plague of unprecedented problems for everyone. Alone, each will be a disaster. Together, they are existential threats to both advertising and publishing.


@KirkCheyfitz states that many of the deadly sins of digital advertising are causing the plague in question for everyone. Click to tweet

In the bot plague, brands are paying for non-humans to click on ads

The vastly changing “visibility” criteria allow ads that most people can’t see, but other ads prevent humans from seeing anything other than ads. Programmatic purchases fund fake news and malicious expression sites and damage both Canada Mobile Number societies and brands that unknowingly write checks. Media purchasing agencies take rebates. and so on.

Canada Mobile Number

It’s a daunting list, but it doesn’t even touch on the two biggest issues. At the top is the ad block. This shows that viewers’ dislike of the industry, which admits that it considers little or no people’s needs and desires, is exponentially growing.

Second, there is the annoying fact that network effects tend to create online monopolies. The advertising industry is now increasingly dependent on two giants, Google and Facebook. Estimates for total share of your online advertising budget range from just under 60% to 75%. The high numbers are due to WPPCEO Martin Sorrell, which you should know.


This monopoly control only gets worse. Mary Meeker, a legend of Kleiner Perkins’ digital investment, reports that Google and Facebook have earned more than three-quarters of total digital advertising growth (KPCB, 2016). The UK company Enders Analysis has a 90% share of growth (Enders Analysis, 2016).

Monopoly, even if shared, does not herald price competition, transparency or innovation. In a new research treatise on the digital economy, UK economist and former HM Treasury adviser Diane Coyle has challenged the advantages of both Google and Facebook, if not impossible so far. I find it difficult (Toulouse School of Economics, 2016).


All the long-standing warnings of web pioneers and content marketing innovators have come

true. Chickens that destroy the soul of traditional advertising – bad advertising, crazy interruptions, unconscious product complaints, and general customer abuse online – are back in the roost.

Chickens that destroy the soul of advertising-bad advertising, ignorant claims, etc. are back in the roost. @KirkCheyfitz Click to Tweet

The terrible situation we are facing now is rooted in marketers’ fear of change and their slavery dedication to the good old days. This is fundamental to understanding how digital is fundamentally different from television and traditional media, and how real people (formerly known only as “consumers”) use it. Characterized by failure.


Part of this is that marketers are unaware of the technical complexity of online advertising, including digital media purchase details, retargeting restrictions, how ad delivery platforms work, and their privacy and security obligations. But brands and agencies also don’t understand that digital requires a creative approach that is the exact opposite of traditional advertising blunt sales messages. All brands that have run TV spots on their own websites have helped dig this hole.

Joe McCann, who helped invent the banner ad in 1994, once confessed, “My kids tell me it’s like inventing smallpox.”


In a 2013 Harvard Business Review post, McCambley wrote that brands win on the Web. “They ask,’How can I help you?'” Instead of “what can I sell to you?”, He adds, “advertisers and their agencies don’t know how to help in most cases.”

The winning brand on the web asks, “How can I help you?” Instead of “what can I sell to you?”, @ Jmccambley1 says. Click to tweet

The content marketing business has been leading the critique of this online ad for nearly 20 years since the first banner ad was posted on It is an accepted doctrine for content marketers that the only way brands can use the web properly is to provide people with valuable content and useful utilities. The problem, as McCambley wrote, was the dawn of the Web’s founding dream of providing useful and valuable information when the Web was big enough to attract the attention of big ads.


Over time, content and utilities were destroyed by the only thing major agencies understood: reach and frequency. We’re back to what TV spots, radio spots, and print ads have been delivering for years: sales messages. As they say, the rest is history.

The transactions are as follows: Advertising does not work on the web. If so, ad blockers would never have been invented. Still, all media, with or without ads, are moving to digital platforms. In other words, ads will soon be unable to go anywhere. As we know, advertising is disappearing from the planet. The puzzles we all face are a replacement for so-called advertising, as digital takes over everything.


Advertising does not work on the web. Otherwise, ad blockers would not have been invented, says @KirkCheyfitz. Click to tweet

The advertising industry took 20 years to solve this puzzle. I failed. This has created a great opportunity for content marketers who are in a difficult position to own the only viable solution for the future of marketing, whether they like it or not. This is a spectacular moment in content marketing. Will content people be the ones who evoke the courage needed and develop strategic know-how to take over the sales tasks previously performed by advertising? Only content marketing has been proven to transform ads and all commercial messages into something that real people value, something that attracts attention instead of creating disgust, and something that actually works with the real brand across the digital platform. Have an approach.


Only #ContentMarketing proves an approach to transforming ads into what real people rate. @KirkCheyfitz Click to Tweet

It’s no shock that this year began with an attack on the digital advertising industry by Procter & Gamble, the largest advertiser on the planet. The company’s $ 7 billion annual advertising budget has received a lot of attention in the advertising industry.

Mark Pritchard, CMO of P & G, told the digital industry audience that “craft or clap, it’s really a big problem” facing the digital advertising business.

Pritchard’s harsh and highly technical ultimatum coverage of the digitally flawed “media supply chain” was widespread. However, little was mentioned that his core demand was digital creativity to drive top-line growth. Despite spending billions of dollars on advertising, P & G desperately needs it after more than two years of sales decline.


“We don’t want to waste time and money on the cheap media supply chain. Instead, we want to invest in raising the bar for creative craft to drive brand growth,” he said. Richard said and summarized his claim.

“That is, let’s face it,” he told the Leadership Conference of Interactive Advertising Bureau, a leading industry group for digital advertising. “All of us in this room attack consumers with thousands of ads a day, spend endless hours loading ads, interrupt with pop-ups, and overcrowd screens and feeds with simple bad work. So, isn’t it strange that ad blockers are growing 40%? “


No, it’s no wonder.

It was ad blockers who finally panicked the self-satisfying advertising business in 2014, and in a way made Scott Cunningham famous a year later. Cunningham, a longtime technician and publishing and advertising executive, worked at the IAB in 2015 when he wrote the first approval of the trade group for an excess of the industry’s anti-audience. “I’m messed up” was the opening line, and he went on to explain that he “lost the user experience.”

Cunningham’s work has proposed various technical steps to speed up the loading of online ads, reduce data consumption, and generally reduce discomfort. But more than a year later, Pritchard’s aversion to the IAB and increased use of ad blockers indicate that there wasn’t enough change to save digital advertising from itself.

Cunningham left the IAB last year and is now heading his own consultant, Cunningham Tech. He told me in his recent interview that the current crisis is a “somewhat unavoidable crossroads”.

Marketers have blindly accepted the promise that online advertising will be a source of cheap and credible public influence. The promise made early on the web turned out to be false.

Cunningham and his fellow technicians pursue profitable revenue for marketers’ mass audiences and publishers, and the “quantity over quality” and “cool and flashy excess” that technologies can perform, such as targeting and retargeting. Focused on “design”.

Now, Cunningham said, marketers “face the reality that this isn’t what we expected … it won’t happen. Pick up the phone, call the agency buyer, and make a huge check. You can write and rest. I’m sure my brand lift will be what I expected. “

The key to the necessary changes is that marketers need to internalize the digital mechanics. It’s time to stop making large programmatic purchases based on vague criteria, carefully select sites that display branded ads, and realize that “quality is better than quantity.” ..

Cunningham is an optimist who still believes in advertising. He believes marketers are finally cutting the right path. “It’s early, but it’s happening,” he says.

But Richard and others in the industry say it’s embarrassingly slow to wait for radical reforms in the history of digital advertising. The IAB itself has to accept many responsibilities for the turmoil caused by the industry it represents, but this year it is 21 years old. “It’s time to grow,” says Pritchard.

Cunningham believes there is a time for reform. “I’m not sure that if consumers abuse these ads, they’ll be the final episode of the World Wide Web,” he says.

But the very awkward and volatile advertising industry offers what viewers choose to watch, listen, and read, rather than continue to offer the junk that viewers choose to block. I’m still not sure if I can focus on the main issue. avoid.

Selected Related Content: How Viewers Gain Control Using Ad Blocking Tools Post-Ad Era

A guide to digital dignity and success

Here are half a dozen steps to ensure that your brand stops helping and betting on web murders and begins to produce results. My first advice is to let the content marketer handle all the advertising and marketing. Because they have solved the biggest and ugliest dilemma of marketing. They know how to deliver value to people through marketing messages. Needless to say, there are more than six steps to achieving digital rights, but if I’m the CMO of the world (or a single brand), I’ll start here.

Have your content marketer take care of all your ads. They know how to provide value to people. @KirkCheyfitz Click to Tweet

1. Take responsibility

Agencies are important, but usually do as directed by the client. Bad habits are due to people who write checks. Brands must be responsible for every step in the process of planning, creating, and executing digital programs. Money stops at the brand.

2. Do not harm the viewer

At the very least, it’s important to stop increasing people’s dissatisfaction with online advertising. Immediately name your marketing team’s audience advocates and empower them to stop their abuse. Admit that people aren’t online to see your ads and make sure your ads don’t make it difficult for people to do what they want to do on the web. Lighten the data load. Don’t hide things. Don’t be distracted by flashes or unnecessary animations. Think twice about how annoying pre-roll videos can be for your viewers. Ask if there is a better way to get your attention. Ask the amount of negative attention you really want. You understand the idea.

3. End the marketing organization silo

Too often, digital remains a retrofit for brand teams. 2017 is not the year to nominate a “digital head.” It’s time to integrate all your marketing and adopt a digital-first approach. Immediately create and implement a marketing-integrated process. Keep in mind that the decision that your digital messaging must echo the TV spot is a recent suicidal ideation. Organizational change is difficult, but necessary.

It’s time to integrate all #marketing and adopt a digital-first approach, says @KirkCheyfitz. Click to tweet

Selected Related Content: How to Disassemble Silo to Create a Culture of Content

4. Know where the message is

There is no excuse for brands funding extremists, fake news, hate speech, and other destructive Clickbait websites. Also, there is no excuse to pay for a non-existent nighttime bot scam site. Never allow media agencies to target “men aged 19-29 who drink beer” or “people in the new car market” again. Create a brand-specific “whitelist” for the site you want to list. Assign a person responsible for brand safety or appoint a working group to review the list on a regular basis. If your brand message is next to a story about white supremacist beliefs or the Democratic plan to create a sex slave camp, understand that it’s all your fault. (Please reread step 1.)

5. Carefully create an agency contract

Most brands have more lawyers than I do, so I’ll keep this short. Build the right to audit ad purchases in your contract and perform spot audits to ensure that all penny of media funding is used for legitimate media purchases. Be sure to get your money back for impressions delivered on sites that aren’t on the whitelist. Once you’ve closed all the kickback and mayhem loopholes, stop reducing agency fees to the point where no one can do decent work for you.

6. Worth and useful

Like a good person, a good brand must be more than itself. Understand the history and promises of digital. The wonder of the web is that the audience is responsible and has the power to block and avoid something. Digital dreams have always been to democratize communication and help create a better world. Keep that in mind. “What do we stand for? How can we help?” A unique, owned and useful brand that tells you everything you do online, gained from the actual experience of your viewers. Create a story. What a hell, let it know everything you do everywhere. Always keep in mind that the key to success online is not to sell yourself in a self-serving and repetitive manner, but to provide people with a valuable and informative experience. It’s a world different from traditional media. It takes over everything. Time to get used to it.

Carefully Selected Related Content: The Future Is Now: Four Rules for the Post-Ad Era

The version of this article was originally published in the August issue of the Chief Content Officer Sign up to receive a free subscription to the bi-monthly print magazine.

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