Maybe future consumer apps will offer more value, even with digital ad blocking programs.
Speaking at OMMA Boston, Otmara Diaz-Cooper, president/chief executive officer of Diaz & Cooper, believes consumers can then choose what advertising they want to see -- perhaps with the lure of promotional or other value attached.
“The next be-jillionaire online is going to be person that invents an ad-blocking program that is an opt-in program to where you can block certain ads but allow others... It gives the power back to the consumer.”
In the consumers’ thinking, Diaz-Cooper says: “I’m willing to quantify myself to this extent on the web and I like x, y, z brands.”
But maybe not. On the same panel Robert Tas, chief marketing officer of Pegasystems, says: “There are a set of people that are your coupon-ers, your
clickers, that will certainly do that." Tas says a marketer like Mercedes may not want to do this.
He adds consumers have a different point of view: "I don’t want to be the curator of advertising. I want to curate content. I want efficiencies.”