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Today’s Technologies Thwart The Marketing Message

November 6, 2015: 12:00 AM EST
Modern technologies that allow ad-weary consumers to avoid advertising on TV and online have got marketers very worried. One of the biggest, Unilever, is no exception, as one of its media mavens said in a recent podcast. “We’re having genuine issues over how to reach our consumers,” said Babs Rangaiah. Among the technologies impeding efforts to get the message to potential customers are DVRs and ad blocking. Rangaiah, however, says ad blockers may be a cloud with silver lining. They may get advertisers to improve online ads that create a poor user experience, hog bandwidth and sometimes infect devices with malware. To improve the online ad experience, Unilever works directly with platforms (i.e., Google, Facebook) “to create something that’s fit for purpose for today’s world.”
Brian Morrissey, "Unilever’s Babs Rangaiah: 'There’s a crisis in the ad business.'", Digiday, November 06, 2015, © Digiday
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