What if we told you that the answer to this question could be ‘yes’? Don’t panic, as we’re talking just about bad advertising. At least this is one of the conclusions after a panel hosted by The Wall Street Journal, from the Cannes Lions advertising festival.
Brad Jakeman, PepsiCo’s president released a very interesting statement, which should be considered by all advertisers, both offline and online.
We’re invaded by bad ads!
“We are here celebrating 0.5% of the work that actually gets made. The other 99.5% of the work is generally crap. And when that happens, consumers don’t want to see it,” Mr. Jakeman said.
The panel features several important names, like WPP PLC CEO Martin Sorrell, Vice Media LLC CEO Shane Smith and Facebook Inc.’s vice president of Europe, the Middle East and Africa, Nicola Mendelsohn, all of them covering one of the biggest topics of the Cannes Lions, how to win consumers attention in a changing technology landscape.
Brad Jakeman claims that now, with the impressive rise of digital advertising, leaving behind the classic TV ads, some brands have the tendency to create cheap and less-qualitative content that doesn’t connect to the brand’s message.
Facebook is on the right path
On the other side, Facebook’s Ms. Mendelsohn had a very good approach, saying that nowadays, consumers tend to respond solely to targeted-ads, but there are still too many ads out there, especially offline, that are irrelevant for consumers who get to see them. Facebook is working hardly to solve this, improving its targeting capabilities and maintaining privacy in the same time, she concluded.
Speaking about Facebook, Martin Sorrell said that the social network “will be our second-biggest after Google probably next year”, considering its current growth rhythm, an aspect covered by us a few days ago as well.
To sum up, we can say that advertising will keep living for long, but if you love it and want to keep it alive, try making as relevant as possible!