To no one’s surprise, ad blocking, fraud, viewability and transparency issues took center stage on Tuesday at theAdvertising AgeDigital Conference. Positioned as elephants in the room, these are threats the advertising industry is contending with in different ways.
“There’s an existential threat from every corner of our business,” Lou Paskalis, Bank of America’s SVP, enterprise media executive, told the audience. “For me, the biggest threat is that we’ve lost the plot of what we’re supposed to be doing: delighting and inspiring.”
Regarding the “elephants,” Paskalis thinks that ad fraud will eventually be solved, but “ad blocking is a real canary in the coal mine for us.” He said that getting better at storytelling is a key to this problem: “No one ever said ‘thank God, there’s an ad on my mobile phone.’ But we’ve seen people engrossed in content on their phones. That’s the business we have to get into.”
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