Avoiding ads is increasing across all platforms. There’s never been so many ways to advertise to customers – or for them to avoid advertising. Among the issues discussed were understanding and measuring ad avoidance and finding solutions, as well as how this impacts youth and women audiences.
Professor Jerry Wind spoke about Wharton’s Future of Advertising Program. It is a global initiative generated from over 200 thought leaders, across 22 countries. This seminal work asks: what should/could advertising look like in 2020? It spans a wide range of issues, including guidelines for turning ad avoiders around. Here are a few of their recommendations:
- Leveraging the five forces of changes, e.g., disruptive advances in science and technology.
- Explode and redefine the media landscape.
- Align your objectives with consumers and that have social impact.
- Create a compelling brand purpose.
- Leverage all necessary tools (analytical, operational, design, and creative brilliance).
- Deliver the message and offering through all touchpoints.
- Design your strategies as adaptive experiments.
- Assure that your organizational architecture can support this new advertising.
Event content will be available soon at https://thearf.org/event/ad-avoidancexscience-2018/