David Ogilvy and The Solution To Ad-Blocking

David Ogilvy and The Solution To Ad-Blocking

New research from eMarketer tells us something important about advertising: keep it interesting, and people will be interested in your product.

The eMarketer research, which came out last week, indicated that almost a third of adults under the age of 35 are blocking ads across platforms. Even though some ads were seen as relevant– social and retargeting got the highest marks– increasingly you’re not going to reach these folks with an outdated view of display.

It’s because the ad industry seems to be colluding with publishers to user-experience themselves out of existence. Web pages with interesting content are operating at a crawl.  My Ghostery plug-in once recorded a personal-best 173 ad-serving, data-collecting, performance-clogging trackers. On the mobile side, JavaScript page takeovers that can’t be closed onscreen are ruinous from a UX and performance standpoint.

The answer is that everything old is new again. The most popular way to reach the under-35 audience is interesting, free content. The best radio commercials or newspaper ads were just that.

David Ogilvy teaches us from the past:

And let’s be just a hair more selective about the data collection thing, shall we?

About the author

Rob Pait

Rob Pait is Director of the Marketing Technology Practice at 360 Digital Talent, a member of The Newport Group Family of Companies. He focuses on helping companies attract senior talent in the programmatic, big data, and digital marketing disciplines, and has not yet given up on starting at point guard for his alma mater.

Leave a Comment

Comment (required)

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

Name (required)
Email (required)