Eliana Agostini from Starcom MediaVest: We must make sure to create experiences that are welcome by consumers

Eliana Agostini, SVP Client Services at Starcom MediaVest, explains to PRODU that the industry has to face the challenge of ad blockers, and above all, it has to learn to interpret what consumers want.She points out that the surge of the ad blocking phenomenon is a global reality. “It’s a big challenge in the creative and placement aspects. We must be sure to stop thinking of advertising as a tepid spot, we must make sure to create experiences that are welcome by consumers, where they don’t feel the need to block our brand messages.”She warns there is a great deal to learn and understand, but the phenomenon “is here, it is a reality we have to deal with and know how we’re going to reach it” she says.Recently, Teads shared the results of a global study conducted by Research Now that examines why people use online ad blockers. The main reason, according to the report on the study, is related with intrusive and forced ads. “The increase of ad blockers is a warning call for the advertising industry and we must pay attention to consumers, who demand ads that respect their online experience. Teads is pleased to offer a solution that gives users the option to opt for not watching the ads” says the study.