Advertising Week Europe

Advertising Week Europe 2017 Official Guide

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Page 204 of 299

Courtesy of Suzuki & ITV Studios ADVERTISERS MUST FOCUS ON CREATIVE Daglish admits that users find online adver- tising more intrusive than broadcast spots. So limiting ads and focusing on quality is paramount. "An ad has to be humorous, in- formative, engaging or enjoyable," Daglish says. "If it's none of those things, it's going to be...badly received in any environment." In this climate, creativity counts most. "I think the obsession with targeting away from creative excellence is a route to less effective advertising," Daglish says. "A great ad is a great ad. It doesn't matter where you put it. I think we sometimes get obsessed [with] the person we're delivering it to, rath- er than the message we're sending." MAKE SPOTS THAT RESONATE On digital platforms, it's not just about cre- ating a good ad; it's about creating great messaging that complements the content it's adjacent to. Advertisers need to un- derstand not just the consumer—but what they're consuming. One tactic Daglish thinks online should borrow from broadcast TV is using programme assets. Saturday Night Takeaway, for example, included an ad for Suzuki featuring the stars and elements of the show. "When a consumer is watching television, they're naturally linked to the ad," Daglish says. "They understand the joke that's being played because it's part of a show." Streaming services aren't going to make video ads obsolete—at least not for a long time, according to Daglish. Of ITV's 15 mil- lion viewers, only about 20,000 are paying for ITV Hub. Whether on linear broadcast- ing channels or mobile platforms, Daglish believes spots will remain crucial, because they have proven to be not only the most popular but also the most effective. And while ad-free streaming will continue to grow, Daglish feels that it won't be the death of regular TV. "I don't think Netflix or Amazon Prime are [going] to kill free-to-air broadcasting, and I don't think the opposite is true either," says Daglish. "We coexist in a mixed ecology and that is absolutely fine. It's what the consumers want—they want to be able to have a choice."

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