by Roger Halaby   •   August 19, 2021

Ads are becoming more personalized, more needed to be measurable to secure ROI. True that technology behind the scenes is helping to maybe achieve more reach, however, do consumers really care?

Let’s be frank here. People are sick of being hammered by all those ads by the minute, it is becoming annoying, and most importantly, it is steering away from the role of ads and the objective behind it.

What is an ad? Why do we need to make it? what is the need behind it? who is going to consume it? if we roll an ad to a specific audience but it being seen and consumed by everybody in the world around the clock, a big chunk will end up hating the brand or the product that behind the ad not to forget mentioning hating the ad itself. Multiply this act my thousands of ads addressed everyday, and the reason why people are becoming annoyed by the flood of ads becomes quite clearer.

Technology is a support to advertising, and is not advertising. I am reading a lot of articles lately discussing the ability of technology and accuracy it provides in terms of consumer behaviour. That is not quite true.

Advertising is a science. Whatever comes in as a trend/technology works nothing but a support to the mother dashboard. We all remember the Royce rolls ads of david ogilvy early in the 60s. Roll it today to those who are seeking a premium luxury car and it would do a great job. Roll it with all the latest technology for the global audience in the world to see it, and repeat it daily and it will turn to another nightmare that people would automatically skip.

Respecting the thinking, making and cycle of ads is crucial. The creative strategy, the right audience, the targeted channels, market research, consumer behaviour, the accurate media frequency, in support with whatever technology would lead into reaching an ad objective.

Back to basics, in-depth understanding of creativity, strategic models and consumer behavior, with support of technology. Anything other than that, ads has no future, and will simply be a great example of total waste.