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	Advertising's Heyday
Blog	By Gary LaPage Senior Vice President, Agency Performance “Consumers are bombarded by thousands of messages a day” “Television as an ad medium is dead” “DVRs are an ad agency’s worst nightmare” “Mobile is the future of all advertising” There are so many opinions about advertising in the world today, it made me stop to think. Is advertising a product or service really that complicated? Are consumers really turned off by a large percentage of advertising? I don’t think so. We are truly in advertising’s heyday. We have so many options available today, it makes it easier for us to find our target audience and speak to them when they are most receptive. Yes, I said easier. With the right tools and expertise it is easier to talk with them. I don’t mean in a mass audience sort of way, I mean in a one on one, highly targeted and cost efficient sort of way. The most successful companies in the next five years will be those that figure this out. One on one communication is not only available now, but expected by consumers. They want to give feedback, they need to give feedback. This means that, as advertising and marketing folks, we get to talk with them rather than at them. We get to hear what they have to say and respond accordingly. Doesn’t this make what we do all that much more exciting? Technology has given us more options to consider and therefore a bigger set of choices to pick from. This doesn’t make advertising to consumers more complicated - it makes it easier. Having the right tools for a job always makes the job easier. Yes, MacGyver could fix anything without any tools, but do you really want to have your brand held together with chewing gum, a paper clip and a 2-inch piece of dental floss? This brings me to my last thought. I do not think consumers are turned off by advertising. I think they are turned off by bad advertising. This is not a new thought, I’m sure I’ve read it somewhere before. It is, however, worth repeating. Everyone has a different definition of what “bad” advertising is, and that’s fair. My definition is advertising that doesn’t work, that doesn’t make people think differently, that doesn’t increase sales or increase awareness. So, are consumers bombarded by thousands of messages a day? Yes. Is television as an ad medium dead? Not even close. Are DVRs an ad agency’s worst nightmare? Just the bad agencies. Is mobile the future of all advertising? Not all of it, but it can’t be ignored.




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