So, Farewell Then, 2020. What are the Takeaways?

What will we take awayFirst social media continues to blur the line between opinions and factsFor instance it is my opinion that advertising on social media platforms does rather a lot of harm and very little good It is a fact that social media ad revenues continue to riseOr to put it another way who knew there were so many qualified epidemiologists in advertisingWe also continued in 2020 to imagine that what we do is so important and skillful that it equips us perfectly for anything remotely relatedImagine the Venn diagram illustrating the overlap between buying an ad campaign and negotiating a trade dealAnd yet a wellknown media professional seriously suggested in a published article that the nation39s best TV buyers as decided by Campaignamp160presumably should lead our Brexit negotiations Mind you amp8230I39ve always rather liked the expression quotstick to your knittingquot It might be oldfashioned but I continue to hold the view that you diminish your standing in one field if you39re forever making a dick of yourself in anotherNext there can never be too many pieces illustrating that advertising works This Contagiousamp160interview with Dr Grace Kite pulled together many strands to remind us that actually when used properly advertising does deliver It may not be new news but it39s worth remembering that what we do can have an effectOf course not all advertising is equal Not all advertising is designed to do the same thing some is designed for brandbuilding over years some to elicit an immediate responseThis is so obvious that it39s almost embarrassing to write it down and yet the supremacy of the placers over the creators makes it necessary to spell out that no not all impressions are equalamp160and no a view is not a viewWe really need to remember this and reestablish the primacy of creativity in 2021Work by the Ad Association and Kantar Media in 2020 confirmed that regardless of whether it works or not consumers don39t trust advertising and that they particularly don39t trust online advertisingExcessive frequency online and retargeting in the name of the myth of wastefree precision placements both remain live issues that irritate And yet advertisers presumably some of whom are advised by agencies staffed by online media professionalsamp160keep doing bothTalking of advertisers the big guys moved to the centeramp160of the media stageamp160with more taking media responsibilities in house and with trade bodies including the WFA the ANA and ISBA driving crossmedia measurement forwardAs an agency guy I find it sad that my old colleagues aren39t doing more to lead but at least the paymasters are driving things alongWe39ll see how far they get in 2021 Sorting out who pays and how is going to be criticalTwo final words of praiseFirst to the UK media vendor trade bodies Thinkbox Magnetic Newsworks theamp160Radio Centre and JICMAIL have all advanced knowledge over the last twelve months All credit to them and to those who fund them They39ve come an awfully long way in a short timeAnd finally well done the wise old headsI39ve enjoyed reading Dave Trott Ray Snoddy Bob Hoffman Bob Wootton Nick Manning and if he39ll forgive me young Dominic Mills in 2020All of them write more sense than most amp160largely because they39ve been there and done it When faced with the newest shiny thing the latest manifestation of the same old theories or the latest madeup numbers I like to imagine them sighing sipping on their pint of mild and lighting their pipes before calming us all down with what it all really meansNext week The Cog Blog will be back for the final time this year with a cautionary fairy tale for Christmas Ho ho hoClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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So, Farewell Then, 2020. What are the Takeaways?

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Brian Jacobs

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So, Farewell Then, 2020. What are the Takeaways?

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