For every digital ad celebrated for its vision, creativity, and sheer audacity, there are a dozen that lazily transpose ad concepts from print and TV, with zero effort to innovate. Given the frightening headlines and stats on ad blocking which plagues the industry today, brands simply can’t risk thinking old-school anymore.
Traditional attitudes are typically hard to shake, but surprisingly, they aren’t easy to erase in the digital advertising world as well. I’ve seen brands place too much value on the brand itself, so “digital advertising” to them, means slapping a logo on a banner ad. I’ve seen departments who are hell-bent on sticking to their scope of work instead of looping in other departments, no matter how much they would all benefit from a little collaboration. To really resonate with consumers, brands need to free the path for their creative to shine—and they can’t do that without doing some internal bureaucratic shifting.