Industry warned consumers are 'frustrated' by advertising

Consumers are "frustrated and annoyed" by the advertising experience, according to Stephan Loerke, the CEO of the World Federation of Advertisers.

Speaking as part of Campaign’s documentary series, The Trust Crisis: Marketing’s Biggest Challenge, he argues that the industry would do well to look at the causes as well as the symptoms of ad-blocking. He explains: "Ad-blocking is a symptom of what’s not working today. People are voting with their feet, people are frustrated and annoyed by the ad experience."  

Keith Weed, the CMO of Unilever, says that trust generally is lower in the world with turmoil resulting in declining trust in politicians, CEOs and big businesses. He says: "Actually brands have fared better than most but there is suspicion around industry generally."

At the same time Sanjay Nazerali, CSO of Carat Global, says the way in which trust manifests itself and is built has fundamentally changed among consumers. He argues that trust has shifted from a value system built on belief and faith and the "beautiful fiction of stories told on television" to the reality of peer-to-peer experiences and reviews on social media. (1:19 in the above video) 

Watch the full documentary below.

More in this series:

Unilever's Keith Weed urges industry to tackle ad fraud

Cindy Gallop: Trust crisis demands clients 'completely rethink' agency relationships

Martin Sorrell takes issue with industry's 'trust crisis'

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More