After a successful first day here in Dublin, we were ready to get stuck in to our second day here at Web Summit 2015. Today, we have supported Skylads, our technology partner as they exhibit as part of Alpha Class.
One marketing team to rule them all
We have been lucky enough to attend several talks and panels today, again with industry leaders such as Facebook, The Onion and Wired Magazine. Here are the main takeaways from each of the talks we attended.·
Facebook and the 'Fear of Missing Out'
According to Davis Jakubobski, marketers need to remember to listen to their users and to have a two-way dialogue. We all love to show what we’re doing and what we like all the time, on several platforms and devices. Jakubobski argues that marketing has forgotten about real people on their most personal device – their mobile phone.
“Native is king” and “mobile banner is the worst”
The basic premise is that with native advertising, the user experience is preserved as ads are so well immersed into the overall structure of platforms that they no longer resemble the conventional ads that annoy consumers.
Accuracy, persistence and scale
Jakuboski’s final message was that if we should remember nothing else, we should remember these 3 words. View your marketing campaign as a work in progress, you constantly need to question and be critical of your current strategy as well as any opportunities that come your way.
· Adblocking Panel
The discussion opened with a quote from the IAB in that “scraping of dimes may have cost us dollars in consumer loyalty.”
Harry Kargman summed up the problem in three points:
1. Frequency Cap – people are being shown the same ad over and over again, advertisers should vary the ads and create different experiences and creatives for consumers
2. Transparency of user’s data – users are increasingly concerned with how their data is being used, companies need to explain that using consumer’s data enhances their online experience
3. Video – no-one wants to see a 30-second pre-roll video in order to see actual content, this should be reduced to the Snapchat model of 6-8 seconds, forcing advertisers to be creative and concise.
Shanen Reed, of MEC, stated that without advertising, who is paying for the content? The problem is that consumers are essentially free riding, which could hurt the publishers they look to for content. And yet, even though they are the ones free riding, they are also the ones blocking the ads that pay for the content and those that create it. Harry Kargman, from Kargo’s viewpoint was that users are consuming content without paying for it, which is no different to downloading a piece of music or an entire film for free. A solution to this problem is whitelisting sites as opposed to blocking AdBlocker completely, as this is rather extreme.
Overall the problem that needs to be addressed is inferior marketing, and the industry as a whole must come together in order to do this. Marketers need to make the best adverts possible that do not diminish the consumer experience. Website pages need to be lighter, and there needs to be less disparity, as load times are associated with this.
The closing comments were looking to next year, and the panel hopes to see exciting ways of paying for advertising rather than seeing negative stories about adblocking. Consumers should be able to participate in the ad cycle by expressing which adverts they like and engage with, and send feedback for those they find irrelevant. People love advertising and this could be the very break through the industry needs, with a push to create innovative creatives and improve consumer experience.