It's Time To Make Advertising Great Again | Dallas McLaughlin

It’s Time To Make Advertising Great Again

Written by Dallas McLaughlin

Published: January 6, 2018

make advertising great again
Fellow Advertisers and consumers of the world.
We, the professionals of advertising, are now joined in a great national effort to rebuild our industry and restore its promise to all consumers.
Together, we will determine the course of advertising and the industry for many, many years to come. We will face challenges, we will confront hardships, but we will get the job done.
Every few years, we gather at meet ups, in subreddits, and Slack channels to discuss the orderly and peaceful transfer of power, and we are grateful to the social networks and ad exchanges for their gracious aid throughout this transition. Your algorithm updates have been magnificent. Thank you.
Today’s ceremony, however, has very special meaning because today, we are not merely transferring power from one platform to another or from one tech vendor to another, but we are transferring power from all advertising powers and giving it back to you, the consumer.
For too long, a small group of networks and ad exchanges have reaped the rewards of advertising while the consumers have borne the cost. Google flourished, but the people did not share in its wealth. Facebook prospered, but the kids left and the organic reach suffered. The ad exchanges protected themselves, but not the consumers of our country. Their victories have not been your victories. Their triumphs have not been your triumphs. And while they celebrated on Wall Street, there was little to celebrate for struggling consumers all across our internet.
That all changes starting right here and right now because this moment is your moment, it belongs to you.
It belongs to everyone reading this today and everyone listening online. This is your day. This is your celebration. And this is your internet.
What truly matters is not which network controls our internet experience, but whether our internet experience is controlled by the consumer.
January 6th, 2018 will be remembered as the day the consumers became the rulers of advertising again.
The forgotten men and women of our audience segmentations will be forgotten no longer.
Everyone is listening to you now. You came to the internet by the hundreds of millions to become part of a historic movement, the likes of which the industry has never seen before.
At the center of this movement is a crucial conviction, that an industry exists to serve its consumers. Consumers want a good user experience for their children, safe websites for their families, and uninterrupted streaming for themselves. These are just and reasonable demands of righteous consumers and a righteous internet.
But for too many of our consumers, a different reality exists: mothers and children trapped in pop-up cycles on our squeeze pages; call-to-actions scattered like tombstones across the landscape of our internet; an advertising system flush with cash, but which leaves our young and beautiful students deprived of all knowledge; and the CPMs and the CTRs and the CPCs that have stolen too many dollars and robbed our internet of so much unrealized potential.
This advertising carnage stops right here and stops right now.
We are one internet and their pain is our pain. Their dreams are our dreams. And their success will be our success. We share one heart, one home, and one glorious destiny. The oath I take today is an oath of allegiance to all consumers of our products.
For many decades, we’ve enriched industries at the expense of consumers; subsidized the growth of our clients, while allowing for the very sad depletion of user experience. We’ve defended platform updates while refusing to defend our consumers.
And spent billions and billions of dollars on ad exchanges while the internet’s user experience has fallen into disrepair and decay. We’ve made other companies rich, while page load times, user experience and accessibility of our internet has dissipated over the horizon.
One by one, kids have grown blind to advertising and left our banner ads unclicked, with not even a thought about the millions and millions of impressions that were left behind. The wealth of our online shoppers has been ripped from their homes and then redistributed to ecommerce businesses across the internet.
But that is the past. And now, we are looking only to the future.
We assembled here today are issuing a new decree to be heard in every agency, in every ad exchange boardroom, and in every social platform of power. From this day forward, a new vision will govern our industry. From this day forward, it’s going to be consumer first. Consumer first.
Every decision on budget, on placement, on creative, on copy will be made to benefit consumers and the consumer’s families. We must protect our consumers from the ravages of the exchanges promoting products, stealing clicks and destroying our internet.
Protection will lead to great prosperity and strength. I will fight for you with every breath in my body and I will never ever let you down.
Consumers will start winning again, winning like never before.
We will bring back our internet. We will bring back our social networks. We will bring back uninterrupted browsing. And we will bring back our dreams.
We will build new platforms and apps and websites and communities and technology all across our wonderful internet. We will get our consumers out of pre-roll videos and pop-ups and back to sharing their favorite memes, rebuilding our internet with a consumer first approach.
We will follow two simple rules; what the consumer wants and where the consumer wants it.
We will seek friendship and goodwill with the brands and clients, but we do so with the understanding that it is the right of all consumers to put their own interests first. We do not seek to impose our business, service or products on anyone, but rather to let it shine on its own. We will shine for everyone to discover naturally.
We will reinforce old relationships and form new ones and unite the online shoppers against radical advertisers, which we will eradicate from the face of the Earth.
At the bedrock of our industry will be a total allegiance to the consumer, and through our loyalty to our consumer, we will rediscover our loyalty to each other. When we open our heart to our consumer, we find there is no room for intrusive advertising.
Finally, we must think big and dream even bigger. In advertising, we understand that an industry is only living as long as it is striving. We will no longer accept advertisers who are all talk and no action, constantly disrupting, but never providing a proper consumer experience.
The time for empty talk is over. Now arrives the hour of action.
Do not allow anyone to tell you that it cannot be done. No challenge can match the heart and fight and spirit of a marketer. We will not fail. Our industry will thrive and prosper again.
We stand at the birth of a new millennium, ready to unlock the mysteries of data, to free the earth from the miseries of clickbait, and to harness the energies, industries and technologies of tomorrow.
We all enjoy the same glorious opportunities and we all salute the set of advertising ethics.
So to all consumers in every city near and far, small and large, from mountain to mountain, from ocean to ocean, hear these words: You will never be ignored again.
Your voice, your hopes, and your dreams will define our advertising destiny. And your courage and goodness and clicks will forever guide us along the way.
Together, we will make advertising strong again. We will make advertising wealthy again. We will make advertising proud again. We will make advertising safe again. And yes, together we will make advertising great again.
Thank you.

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- Dallas McLaughlin