Richard Nunn

The seemingly inexorable rise of ad blocking has had a huge impact on the digital marketing sector. Many online publishers struggle to bring in ad revenues, while numerous brands struggle to measure or comprehend the ROI of their campaigns.

There are glimmers of light, like Google and AppNexus removing support for Adblock Plus, but that doesn’t remove the need for our industry to address the underlying issues. We need better quality, contextually relevant ads, and they must be better served to consumers.

A clearer understanding of the value exchange is needed on both sides of the equation. Consumers block ads because they slow down site performance or, more often than not, they simply aren’t interested in the content. Given the vital role that advertising plays in the media industry, this simple choice is incredibly damaging. We should be focused on highlighting the critical role played by advertising, but also working to minimise the chances of provoking this reaction.

From a brand perspective, you need to understand what your audience wants to see, and then make sure your content is relevant to them. In this way, ad blocking is actually forcing us all to become better advertisers! If done right, it will lead to greater transparency and more relevant content. Consumers will no longer feel the need to block ads.

Programmatic power

eMarketer predicts that programmatic will account for 70% of UK digital display spend by the end of 2016. That doesn’t just make programmatic big, it makes it dominant. Balancing data and creativity are the keys. Data provides the insights for targeting (right place, right time) while creativity is the ingredient that makes the content compelling. The next stage is programmatic TV (PTV), bridging television and the rest of the marketing sphere.

Such is the expectation of today’s consumer – personalised experiences delivered through all media. While broadcasters are investing in developing the technology, more of the industry needs to commit to its refinement.

The reality is that we’re still in the very early stages of programmatic TV, but the rise of OTT services brings it onto our living room screens. We’re likely to see quicker adoption in the US than Europe, as the ‘pipeline’ is in place on both the buy and sell sides, but it’s still early days. The European market will prove trickier, given the numerous territories and various regulatory landscapes, but it will happen.

As advertising channels converge, and programmatic becomes the default approach, we’ll see even more direct value delivered to the advertiser too. By its very nature, programmatic provides clearer attribution and measurement. As more delivery channels ‘ go programmatic’ , overall attribution will improve, thereby allowing marketers to more clearly track and demonstrate ROI. That’s a huge benefit!

People power

The ad tech world is obviously replete with solutions, tools, and systems – all geared towards improving our industry, making it faster and more efficient. But we still need to bear in mind that human input is the single most important factor in a campaign’s success.

From initial ideation through mid-campaign pivots, and even presenting back to a board of sceptical businessmen, every stage requires the creativity and vision that made the ad industry the single largest source of creative thinkers in today’s world.

Man AND machine. That’s what we need.

Richard Nunn

Chicago, Illinois, United States 4K followers 500+ connections

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