: Opinion: Anti Advertising – advertising for people who are tired of advertising #IndiaNEWS #Guest Post Facebooks Anoop Menon writes about the lack of long-term strategic vision and investment in

Opinion: Anti Advertising – advertising for people who are tired of advertising #IndiaNEWS #Guest Post
Facebooks Anoop Menon writes about the lack of long-term strategic vision and investment in creative quality that has led to an overall fall in campaign effectiveness, signifying the relevance of anti advertising.

Before I speak about Anti Advertising, I have a stat I love throwing in meetings where I push for better, more disruptive creativity. If you take every piece of content ever produced from the beginning of time to the early 2000s every book was ever written, every song ever produced, every movie or game ever made and compressed it and put it into a USB, the size of that USB would be around 5 billion GB. We produce 5 billion GB of data every ten minutes now. We are in the midst of a massive content explosion.

Facebook estimates that a user goes through 90 meters of content every day on Newsfeed. That is like reading 176 newspapers. And a significant part of this content you see is ads. An average human is exposed to between 4000 and 10,000 ads a day. Some of these are good and probably generation-defining, like the Cred commercials or Cadbury Dairy Milk’s Good Luck Girls, but unfortunately, a large part of them are not.

Technology has democratized creative advertising production like never before. Anyone can create and run an ad campaign from their bedrooms. Film production costs have fallen through the roof as access to creative tools and the ability to execute interesting ideas have become commonplace. Casting a famous face for advertising your brand is a click away from the effectiveness of influencer marketing. A number of television channels have grown, and laser printers have brought down costs of print and out-of-home ads.

As the quantity of content went up, quality started suffering.

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