Ads don't have to suck. But the current state of digital advertising does. The click economy has created an environment for publishers to efficiently sell ad space to brands; but those tactics don't effectively sell brands to consumers. Pop-up ads, native advertising and click-bait headers inherently suck, so the content we use in conjunction with those tactics has to be quite exquisite for them to not leave a bad taste in the consumer's mouth, mind and emotional digestive system. Unfortunately content rarely transcends the tactic and therefore no one wins. Consumers are frustrated; brands waste their money; and ultimately the ads undermine the advertising industry itself.
We need to do better. #SavetheBrandedSavetheBrand