inspiring marketing episode 2: the end of advertising?
TRANSCRIPT
@ESKIMON • THE END OF ADVERTISING1
THE END OF ADVERTISING?WHY ADVERTISERS NEED TO ACT NOW TO ADDRESS AD BLOCKING
SIMON KEMP • • FEBRUARY 2017
EP. 002INSPIRINGMARKETING
@ESKIMON • THE END OF ADVERTISING2
SIMON KEMP@ESKIMON
@ESKIMON • THE END OF ADVERTISING3
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WELL OVER HALF OF THE WORLD’S INTERNET USERS HAVE USED SOME KIND OF AD-BLOCKING TOOL
• SOURCE: GLOBALWEBINDEX, Q2 2016
@ESKIMON • THE END OF ADVERTISING5
MORE THAN 1 IN 3 INTERNET USERS USED AN AD BLOCKER IN Q4 2016
• SOURCE: GLOBALWEBINDEX, Q4 2016; PERCENTAGES REPRESENT INTERNET USERS WHO USED AN AD-BLOCKING TOOL IN THE PAST MONTH
46%
43%
43%
40%
39%
38%
38%
38%
37%
37%
37%
36%
35%
35%
35%
35%
35%
34%
34%
34%
33%
32%
32%
31%
31%
30%
30%
30%
29%
29%
29%
28%
27%
25%
17%
POLA
ND
RUSS
IA
GERM
ANY
PORT
UGAL USA
FRAN
CE
MALA
YSIA
CHIN
A
CANA
DA
SWED
EN
SING
APOR
E UK
ARGE
NTIN
A
INDI
A
SOUT
H AF
RICA
AVER
AGE
BELG
IUM
IREL
AND
SPAI
N
BRAZ
IL
AUST
RALIA
HONG
KON
G
PHILI
PPIN
ES
TAIW
AN
ITALY
MEXIC
O
THAI
LAND
NETH
ERLA
NDS
INDO
NESI
A
UAE
SAUD
I ARA
BIA
SOUT
H KO
REA
VIET
NAM
TURK
EY
JAPA
N
@ESKIMON • THE END OF ADVERTISING6
MOST INTERNET USERS AROUND THE WORLD HAVE USED AD-BLOCKERS
• SOURCE: GLOBALWEBINDEX, Q4 2016; PERCENTAGES REPRESENT INTERNET USERS WHO HAVE EVER USED AN AD-BLOCKING TOOL
68%
65%
64%
62%
61%
61%
60%
59%
59%
59%
58%
58%
58%
58%
57%
57%
57%
57%
57%
56%
55%
55%
55%
54%
54%
53%
53%
52%
52%
51%
50%
49%
49%
45%
28%
INDI
A
CHIN
A
POLA
ND
GERM
ANY
USA
PORT
UGAL
RUSS
IA
AVER
AGE
PHILI
PPIN
ES
CANA
DA
SWED
EN
HONG
KON
G
MALA
YSIA
SING
APOR
E
TAIW
AN UK
INDO
NESI
A
THAI
LAND
ARGE
NTIN
A
SPAI
N
AUST
RALIA
VIET
NAM
SOUT
H AF
RICA
FRAN
CE
IREL
AND
BRAZ
IL
UAE
MEXIC
O
SAUD
I ARA
BIA
SOUT
H KO
REA
ITALY
BELG
IUM
TURK
EY
NETH
ERLA
NDS
JAPA
N
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MORE THAN 70% OF WEB USERS DELETE COOKIES SO THAT WEBSITES WON’T BE ABLE TO REMEMBER THEM
• SOURCE: GLOBALWEBINDEX, Q4 2016
@ESKIMON • THE END OF ADVERTISING8
BUT WHY ARE SO MANY PEOPLE BLOCKING ADS?
ALMOST ALL INTERNET ADVERTISING AIMS TO
DISTRACT US FROM WHAT WE’RE TRYING TO DO
WAITING FOR THIRD-PARTY AD SERVERS SLOWS DOWN
PAGE LOADING AND DELAYS OUR ACCESS TO CONTENT
FOCUS SPEEDAD-SUPPORTED CONTENT MAY BE FREE, BUT PEOPLE HAVE TO PAY FOR DATA IN
ORDER TO RECEIVE ADS
COSTPEOPLE ARE WORRIED ABOUT THEIR PRIVACY
AND THE THREATS FROM VIRUSES AND MALWARE
SECURITYTHE VAST MAJORITY OF
INTERNET ADVERTISING IS DIRE: IT’S POOR QUALITY, UNINTERESTING RUBBISH
INTEREST
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INTERRUPTIONIS CORRUPTION
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BUT THE REAL CONCERN ISN’T JUST WHETHER INDIVIDUAL ADVERTS ARE REACHING AUDIENCES
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AD BLOCKING IS DEPRIVING MEDIA SITES FROM THE REVENUE THEY NEED TO SURVIVE
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IF WE DON’T ACT SOON, AD-FUNDED MEDIA WILL DISAPPEAR, AND WE WON’T BE ABLE TO ADVERTISE
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CRITICALLY, THOUGH, IT’S UP TO ADVERTISERS –NOT MEDIA OWNERS – TO ADDRESS THIS PROBLEM
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THE ONLY SUSTAINABLE SOLUTION REQUIRES US TO RETHINK OUR WHOLE APPROACH TO MARKETING
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HOW?
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WE NEED TO CREATE MARKETING THAT PEOPLE CARE ABOUT – ACTIVITIES THAT ADD VALUE TO THEIR LIVES
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THE THINGS THAT PEOPLE WORRY ABOUT, THAT STOP THEM
GETTING TO SLEEP AT NIGHT
THE THINGS THAT PEOPLE CAREABOUT, THAT WAKE THEM UP EVEN BEFORE THEIR ALARM GOES OFF
PROBLEMS PASSIONS
ADDED-VALUE MARKETING ADDRESSES:
OR
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WE CAN ACTIVELY DELIVER THIS VALUE THROUGH ALL OF OUR BRANDS’ MARKETING, NOT JUST WHEN PEOPLE
BUY OUR PRODUCTS OR SERVICES
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PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT
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KEY TIP
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STOP ADVERTISING AT PEOPLE, AND LOOK FOR WAYS TO ADD VALUE TO THEIR LIVES INSTEAD
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@ESKIMON
@ESKIMON • THE END OF ADVERTISING23 • SOURCE
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SIMON KEMP
@ESKIMON
INSPIRING MARKETING
KEPIOS.COM