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Ryan Griffin from Opera Mediaworks: People feel that advertising is an interruption
Liz Unamo| 31 de agosto de 2016
Es importante identificar el mejor momento para abordar al consumidor a través del medio que sea
For Ryan Griffin, SVP of Strategy for Opera Mediaworks, the absence of proof regarding continuous use of ad-blockers on mobile devices does not keep advertisers from feeling concern over their permanence and the impact they might have on the industry.”People consider advertising to be an interruption” stated the Executive. He pointed out that you must not pretend it is not, but instead work to change consumer’s view of it and turn it into a nice moment that adds to his experience and doesn’t continue to be an intrusion.To achieve this, Griffin emphasizes the importance of identifying the best moment to approach consumers, through any media. “A bad experience in a mobile advertising context transcends “annoyance”, and can become flat-out damaging for a brand.” He suggests an “advertising etiquette” in identifying the right moment when your are not only not interrupting consumers, but when you can delight them to the point where they consider it to be entertainment. “When the story is told so well, you want to remember it to recount later to others.”
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