Do consumers really understand value exchange? The short answer to that would be a ‘yes’, according to Laura Desmond, CEO, Starcom Mediavest Group. Ms Desmond was speaking in context to the rise of ad blocking mechanisms in the digital world, the latest in the slew being Apple’s ad blocker.
“I am a great believer that people get value exchange. If given a choice, will they pay to block out ads? I am not sure many will opt for that. That being said, the onus is on the industry to create compelling solutions that will be attractive and engaging for the consumer,” she explained.
A point seconded by Søren Hagh, Executive Director, Global Marketing, Heineken International. “We are moving into a world, where consumer will be in charge more and more. Advertisers who understand that they can be blocked out are the ones that will do well, and survive the challenge ahead,” he said.
The two leaders were tackling the subject of content while speaking at the ongoing dmexco forum in Cologne.
Sharing the example of initiatives such as #ShareTheSofa by Heineken, Mr Hagh pointed out the need for great content to connect with consumers and the overall impact that this had on the business objectives of the company.
Ms Desmond reminded that even while creating new forms of marketing solutions, it was important to base the idea on human insight. In the case of #ShareTheSofa for instance, the insight was that most men watched football alone, and the initiative in a sense created a viewing experience for the consumer that ranged from cheering to hearing comments from none other than a football hero. “Sometimes measurement gets in the way of doing things such as these as you don’t have the data when you need it for some of these solutions. We are now pushing for getting measurement behind these platforms but the best way forward is to follow the consumer,” said Ms Desmond.