Happy New Year.
Lets start the year on with our data hats. WARC reports a leaked (or at least allegedly leaked) new media survey from Deloitte.
What is clearly emerging is had proof that while web advertising continues to grow, is does not consumed in a vacuum. The old adage that a layered media plan is exponentially more effective continues to entrench itself. A few days ago one of Canada's national papers published a report that 80% of Canadians, across all demographics still rely on traditional TV and print new sources over internet. It comes down to trust.
If there is a take away looking at the research it's that folks are spending more time entertaining themselves online and with mobile devices but have yet to really trust content on the medium or find advertising all that valuable. If there is one point from the Deloitte research that demonstrates the opportunity still ahead in digital it's this:
67% of consumers said they would willingly be exposed to more online ads if they could receive free content they found valuable; but 65% opined that any type of internet ad was more intrusive than ads in newspapers and magazines. 37% said they would rather pay for online content than be exposed to advertisements.
Reading between the lines and making some fair assumptions, online advertising is unfortunately learning many lessons from bad off line advertising. It's intrusive, gets in the what of what you really want and offers little value. Are online banner ads becoming the equivalent of bus backs and urinal posters? However, what is golden is the data shows people will be happy to be exposed to more ads if the content is valuable. What if that valuable content was the advertising.
What if Honeyshed fit the bill as valuable content?