Let’s face it, sometimes the ad industry is full of it. It’s the nature of the business. There are a bunch of lies that are told and retold to the point where they suddenly become accepted wisdom, handed down on high from conference stages and in dreadful contributed pieces in industry publications.
Digiday is inviting the brave who are willing to be honest to share the lies that most rankle them This isn’t an exhaustive list, as it is told from the perspective of the author. We encourage you to leave your favorite industry lies in the comments or tweet them using the #adindustrylies hashtag.
For the first installment, we asked Theo Fanning, executive creative director at San Francisco shop Traction, to share the lies he wishes would just stop. Follow Theo on Twitter @theofanning. Please get in touch with me if you would like to participate.
1. It’s the Year of Mobile (for the fourth year in a row)
Everyone talks about the power of mobile and how it will change advertising. But the truth is, no one has figured it out yet. Mobile advertising is like going back to the internet 1995, except on a much smaller screen.
2. Data = Better = Success
Agencies and clients love to talk about trackability, measurement and all the data that can be collected via interactive advertising. But the reality is that in most cases we either get too much or too little data and it doesn’t make the giant impact that people think it will. So much so that many in the industry seem to be realigning with the tried and true: reach, frequency and eyeballs over impressions, dwell time, and CTR.
3. TV is dying
I’ve heard this for nearly 10 years. And yet, TV is still here…and seems to be gaining some ground—not losing it.
4. Social media/the “viral video” = free advertising
Like many initiatives that begin as internal efforts, clients see little or no media costs (Facebook, Twitter, Youtube, etc.) and then forget or ignore the time, effort and skill that it takes to make Social media (or any earned media) actually successful.
‘Its inevitable’: Domino’s hungers for attention and context
Attention-based buying is turning into a legendary tale of patient and nonchalance. So when there’s a glimpse of progress, marketers tend to take notice. Domino’s being one of them.
Why Cars.com is driving away from performance marketing and toward influencers
To boost brand awareness, Cars.com is doubling down on its influencer marketing efforts.
Why Unity Technologies is leaning into AI as economic headwinds pick up
As one of the largest gaming companies listed on New York Stock Exchange, Unity Technologies leaned into AI during its May 10 earnings call, with Unity CEO John S. Ricciatello stressing Unity’s “competitive advantages in and around AI.”
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Dopamine rush to deeper engagement: short-form video boom fuels brands’ embrace of longer-form content
Audiences craving more are now being treated to captivating longer-form narratives. It’s the addictive nature of those quick hits that has fueled this transformation.
How gamers’ engagement with short-form video is changing
To better understand how modern gamers are engaging with short-form video, Digiday teamed up with Gamesight to pull key points from an exclusive report on gamers’ shifting video consumption preferences.