The formation of the Interactive Advertising Bureau Technical Laboratories can provide insight to those who are in the print industry. According to Ad Week, the non-profit organization was created to help tackle recurring issues in the digital advertising cybersphere. The source provided cliff notes of five key goals announced by IAB President Randall Rothenberg at a conference last week. Many of his concerns can be used to highlight the likability and benefits of print ads and marketing efforts in general.
Debunk affordability myths
Off the bat, Rothenberg made it a point to talk about the financial shortcomings of digital ads. They are too expensive for online and mobile platforms. He mentioned that the cost problem also encompasses the efforts needed for companies to track down the successes and failures of digital campaigns.
This could mean that digital marketing doesn't necessarily provide more transparency of its results than print, as many pro-tech professionals have asserted. Furthermore, this point could be used to counter the assumption that digital efforts save a company money and time. Although Facebook and Instagram are free services to all, their ad space certainly isn't.
Business Insider found that Facebook was making $1.8 billion from advertising. The news provider dug a little deeper and learned that Samsung spent $100 million and Procter and Gamble shelled out $60 million on ads last year alone. Those companies make more money than others, however it proves the point that digital advertising can come at a steep price and effort.
Not easy-access after all
In addition to money and ROI setbacks, Rothenberg touched on the fact that technology-backed advertising couldn't be accessed once it was created. He pointed out that the very technology and coding that made the ads visible also made it impossible to see if they were viewable without finishing the product. This means that to test whether an ad was viewable on a website, professionals had to complete the ad in its entirety and then go back and check it out. This flaw could completely undo hours of hard work spent making a digital ad.
When creating a print product, companies are able to revisit catalogs and flyers and edit them before shipping them out to consumers. Not being able to proof these digital ad formulas would be the equivalent of sending out a stack of business cards or pamphlets that haven't been proofread. They'd be a heaping pile of useless products.
This digital shortcoming has been the driving force behind these ads working to achieve view ability, although it's not a uniform solution, Rothenberg admitted. He acknowledged that this'll be a long road and the few companies that can provide metrics are coming with a bit of chaos and cost. Turning to communications solutions has made it difficult to provide one uniform solution to this problem.
In short, the creation of the ABTL may or may not be able to solve these issues that sprung up in digital advertising but it certainly does highlight that digital is not the one-stop-shop for answers, like many have made it out to be. When considering cost, time and accessibility to print marketing efforts, remember that digital isn't necessarily easier, less expensive or ultimately better.