The best online is OOH
I abhor sweeping statements, but this is an exception. The reason I am compelled to make use of one is to nullify the digital hypnosis affecting my fellow marketers, so they can see what a honking, quivering, overinflated bubble online advertising is. David Ogilvy once said that “our business is infested with idiots who try to impress by using pretentious jargon.”
Yet, the premise of the digital advertising industry is built on such jargon that we have learnt to throw around and everyone has to believe in. Forget all the scandals around hidden margins, dubious metrics of #viewability and useless bot traffic; the founding principle has always been “reaching the right person, at the right time, with the right message, is an effective way to advertise.”
So based on trust (fuelled by what is fashionable), an increasing amount of advertising money is flowing away from traditional advertising into digital advertising in Pakistan. However, while Google and Facebook have committed to a Gold Standard and are cleaning up digital advertising, the party could end abruptly if our advertising industry doesn’t commit to its own gold standard. Although there are no easy answers to the challenges we are facing, smart marketers around the world are looking at new and creative ways to brand build and drive sales in areas where ad-blocking and viewability don’t apply. And their unanimous response is simple: The best online is offline... and OOH!