IT’S TIME FOR A NEW KIND OF
ADVERTISING FOR THE INTERNET
THE CHAOS
THOUGH ADS ARE EVERYWHERE,
PEOPLE DON’T TRUST THEM.
Study after study shows when you pay to reach people in an interruptive way, less than 5% pay attention.
In the modern interruption advertising framework, people will become increasingly irritated with more expenditures. By investing more money and running more advertisements, advertisers are attempting to address the issue of lack of trust, but this simply makes matters worse. There is no content issue here. There is no targeting issue here. It’s a context issue.
THOUGH ADS ARE EVERYWHERE, PEOPLE DON’T TRUST THEM.
When your content is leveraged by choice and embedded in a trusted context, attention stays intact.
Your content organically spreads across the internet. Initially, you reach all your loyal audience. Then, with their networks, you reach the entire internet.
The attention of devoted audiences can only be earned by brands that stop trying to take value and start trying to add value.
Ads don’t have to be creepy or annoying to work. They just have to add value.
