The low point of the advertising industry At the end of 2019, it emerged that public confidence in the advertising industry had reached an all-time low . That sounds dramatic, but shouldn't be news. Kantar's Dimension Study also reported last year that more than half of all internet users now use ad-blockers. And only 14% of respondents still trust advertisers. And it doesn't get any better. Articles are already appearing that the corona crisis has not exactly boosted confidence in our industry.
Consumers feel 'bombed' because of the large number of advertisements, overwhelmed by the 'intrusiveness', and 'annoyed' by the constant repetition, especially online, with brands unfairly slowing or even disrupting the user experience. I'm not exactly proud of that. You? In the words of Keith Weed, former Chief Marketing Communications job function email list Officer at Unilever and now President of the Advertising Association (AA): We have a problem and that is how the public feels about advertising. They simply don't trust it in a way they once did. Without trust, advertising has no future. A brand without trust is simply a product, and advertising without trust is just noise.
We must work together to restore public confidence. Because without trust, ads are just another noise channel. Eternally screaming for consumer attention. Consumer trust as key Damaged trust is difficult to restore, but why is it important to achieve it? Simply because consumers are willing to share information about themselves. Especially when it comes to so-called ' love brands '. Consumers generally agree that a (favorite) brand knows more than expected. In fact , the majority of consumers believe that sharing data can be beneficial . Consumer comments about trust as key to personal advertising. Personalization has not been the problem in that regard either. In general, people prefer a more customized experience online. The problem lies in the concept of 'targeting' and the resulting lack of consent, transparency and mutual trust.