That embracing digital and measurement has caused the industry to lose sight of what made it valuable in the first place
Online appeared to solve the advertising wastage problem by enabling advertisers to target their ads and social media enabled brands to engage with consumers
In 2010 Pepsi ditched TV advertising for social media, which earned it over one million Facebook likes but lost it a calamitous 5% market share
Lessons learned now include that brands don’t grow on the back of loyal customers but on light users- so targeting existing users is the opposite of what a brand should do
Plus engagement is pointless because it doesn’t get to light users and, in the words of Diageo, people don’t want to engage with brands because “they don’t care about them”
Add this to concerns as to fraudulent data for online, with many page impressions being made by robots, and Ad blocking and the fact that TV advertising is at a record high, advertisers should be seeing the expertise that APA members offer as absolutely critical to their business success.