It’s been a busy old month here at Don’t Panic HQ, none more so than for our MD Joe Wade. He has been dishing out his enviable wisdom left, right and centre. With features in the Evening Standard, City AM, the Drum, Marketing Magazine and Brand Republic, he’s hot property.
The advertising industry as whole is experiencing considerable changes as the shift in where people consume their media is constantly developing. Fewer people watching TV and rising numbers of adblock users are just a couple of the issues that are causing the shift.
People are constantly finding ways to avoid adverts and host sites are constantly trying to deceive advertisers on viewership permeation and engagement rates. This may be a grossly over exaggerated statement but it seems to me that it’s only individuals who are involved in the advertisement industry that pay attention to ads.
Ad agencies need to adapt and find new ways to advertise. Don’t Panic are part of the “new wave”, tackling the issues head on.
So how do agencies tackle the issues? As the trend constantly shifts from TV to online it’s important agencies bridge the gap. Joe explains in an interview for City AM how we do it, “We have more of a TV background than other agencies. That’s useful for producing reactive content. Someone who has written for Eight out of Ten Cats can come up with 10 ideas in half an hour. An advertising creative has to go and lie down in a field, or whatever.”
Prior to this Joe also did an interview for the Evening Standard where he argues that sharable content is the best way to defeat ad blockers because it doesn’t fall victim to their traps, it doesn’t need massive paid media and isn’t boring. “Instead of slapping TV ads on YouTube, which doesn’t work, you test it online then plan your TV buying around that,” Joe says.
Loads of people are using ad blockers consequently media budgets are being wasted because they are paying for false impressions. Sharing content is a solution because it’s a mark of true engagement. That’s why we create content and adverts that people really want to watch and recommend. The result is our paid media spend is significantly lower than most agencies.
Fake views are also a big problem, views no longer mean anyone has paid attention, engaged with or enjoyed your content. Facebook and Youtube two of the most popular video hosting sites count a view after 3 seconds of it playing. I don’t know about you but it takes me longer than that to scroll down my news feed. This is where the skewed numbers come from, often brands mistake these views for engagement.
Joe addresses the problem for fake views in an article he wrote for the Drum. He says, “if you want to know if you have bought a load of fake views on your video? It’s simple: it comes down to engagement rates, which should be the key metric for measuring success on Facebook and YouTube. This puts the focus on likes, shares and comments. If you have a million views but only a few hundred likes and barely any comments or shares, that means no-one has seen your video.”
So that sums up Joe’s views, if you’d like to read more the article links can be found below: