I bet on better ads

Once upon a time there were the newspapers. Figures on printing and circulation drove ads agencies and media-buying decisions.

Television followed - well, radio came first - with its audit panels to measure the size and the level of audiences’ engagement.

Then the Internet, at first, simplified things thanks to its PPC approach, but now the picture is getting more and more complex: newspapers go mobile - well, they always have, after all - and share underground travelling with free press. TV has grown multi-channel and multi-platform, competing with local and niche TVs; radio stations offer ads-free podcasts; ads (together with other contents, too) are massively shared and reposted on all social media platforms as funny bits… This makes affordable audits just about impossible and confuses all players involved.

 

Still the necessity for reliable figures remains, despite the changes occurring, and this is why media owners, it is said, are abandoning external audit agencies in favour of researches carried out on their own. Traditional techniques are to be changed with new measurement systems undoubtedly needed to cope with this “digital revolution”. But while we wait for these up-to-date tools, why not trying to shift the issue from quantity to quality? 

 

What if we all tried to work for (and bet on) better ads to beat this inexorable audience, channels, and media fragmentation?

Public deserves more than jet pilots proudly wearing expensive watches or veiled ladies dreamily walking on a cliff at sunset for exclusive perfumes; more than dirty dishes happily marching in line their way to the washer or hi-tech cars smoothly driving through winding roads on the hillside; much more than nappies stained with blue by alien babies or celebrities promoting mobile phones or teen models pretending they’re worried about cellulite and stretch marks…

I’m pretty sure most viewers would really be thankful!