The hottest advertising topic of the day is digital ad privacy. Mark Zuckerberg brought his suit to Washington last week to answer questions about privacy before Congress and now those interested understand they can turn privacy settings on. Where and how to do it may be a bit of a slog, but at least they know.
Privacy and data analytics are important. Ish. Errant misuse of that data for illegal means is a matter for the law. That is important. But that’s not advertising.
For ad girls and guys, what’s more important to the business is the state of digital creative. It’s horrendous. The worst form of offline ad craft I refer to as “We’re Here” advertising; basically, it tells consumers what you sell and where to buy. The worst form of digital advertising is “Click Here” advertising; it does the same thing but with less effort. The digital ad footprint is expanding in terms of pixels and load but the real estate is still small. Therefore, the creative is ghostly poor. It’s hard to even characterize as creative. Congress should call Bob Greenberg to the mic and ask about that.
Poor digital creative is doing more to hurt the ad business than cookies, opt-outs and database junkies ever will.
Make privacy settings easier to access. Put bad guys behind bars. And fix the damn digital creative.