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Meaningful Interactions: The New Social Currency

Meaningful Interactions: The New Social Currency

Havas Global Comms

Havas Global Comms

January 12, 2018

Mark Zuckerberg is right—we need to focus on people's well-being.

74% of brands could disappear tomorrow—and no one would care.

Adweek

By Greg James
Chief Strategy Officer, ‎Havas Media US

Jan. 12, 2018

Facebook has been under fire for chasing dollars rather than ‘likes’, Marc Pritchard is sainted for trashing the “content crap trap” and every day another news story breaks on the ease of inadvertently attaching a brand’s content to racist, sexist or violent images—all in the (often automated) name of reaching ‘ever more accurate’ eyeballs for ‘ever decreasing’ CPMs.

So we live in risky times it seems, or at least a time when the overwhelming volume and variety of content that can be monetized has created a thrashing sea of opportunity or perhaps instead of a classic issue of quantity over quality—and the tide has to turn.

The story goes that planning and buying media has never been more automated or more accurate—so why aren’t we in a utopian world of marketing ROAS being so incredible we’re all buying new Hamptons homes and spending the winter in St. Barts?

Well, over the past 10 years at Havas we’ve been tracking how ‘meaningful’ a brand is to consumers. Sadly, as we’ve published our findings every 18 months or so, we know from some 300,000 consumers surveyed that brands are losing their meaning, not gaining it. At this point, in the U.S., 74 percent of brands could disappear tomorrow and no one would care—practically everything can be substituted, switched or forgotten.

In those same 10 years, the single biggest boom in advertising opportunity has been digital reach—exponential growth year on year, month on month. The first Meaningful Brands survey was in 2008—a year when digital ad spend in the U.S. was $21 billion—today its forecast is more than $90 billion. If it’s so much more accurate and compelling, why is it not playing a greater role in building meaningfulness for our brands?

Read the full article.

74% of brands could disappear tomorrow—and no one would care.

Adweek

By Greg James
Chief Strategy Officer, ‎Havas Media US

Jan. 12, 2018

Facebook has been under fire for chasing dollars rather than ‘likes’, Marc Pritchard is sainted for trashing the “content crap trap” and every day another news story breaks on the ease of inadvertently attaching a brand’s content to racist, sexist or violent images—all in the (often automated) name of reaching ‘ever more accurate’ eyeballs for ‘ever decreasing’ CPMs.

So we live in risky times it seems, or at least a time when the overwhelming volume and variety of content that can be monetized has created a thrashing sea of opportunity or perhaps instead of a classic issue of quantity over quality—and the tide has to turn.

The story goes that planning and buying media has never been more automated or more accurate—so why aren’t we in a utopian world of marketing ROAS being so incredible we’re all buying new Hamptons homes and spending the winter in St. Barts?

Well, over the past 10 years at Havas we’ve been tracking how ‘meaningful’ a brand is to consumers. Sadly, as we’ve published our findings every 18 months or so, we know from some 300,000 consumers surveyed that brands are losing their meaning, not gaining it. At this point, in the U.S., 74 percent of brands could disappear tomorrow and no one would care—practically everything can be substituted, switched or forgotten.

In those same 10 years, the single biggest boom in advertising opportunity has been digital reach—exponential growth year on year, month on month. The first Meaningful Brands survey was in 2008—a year when digital ad spend in the U.S. was $21 billion—today its forecast is more than $90 billion. If it’s so much more accurate and compelling, why is it not playing a greater role in building meaningfulness for our brands?

Read the full article.

Havas is one of the world’s largest global communications groups, and committed to creating meaningful connections between people and brands.

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