Audiences don't like advertising. Ad blockers, skipping pre-roll and opting out are driving brands to even more extreme measures to capture user's attention.
Consumers block everything because there isn't a relevant way to filter.
However you look at it... the internet, and online advertising for brands, is looking broken. It's a real problem for the economy, democracy, brands, publishers and kittens!
Whatever brands do, they need to get people's attention; which means competing with the internet, all at once.
Torie Chilcott a Winner of Everywoman’s Technology of the Year AND Guinness Book of Records Holder for Marketing, started her career working as a tv producer on a variety of entertainment and factual entertainment shows. After setting up and growing Rockabox Media (later Scoota) into a global leader in creative rich media programmatic distribution she moved on to set up Paddle Consulting. Helping brands emotionally connect to their audiences by creating a unique database of people’s emotions and tastes and a new engagement methodology called FUBI ™ that works as a springboard to multi-dimensional communications, key messaging, creative planning and execution.