Advertising Standards - funny already, right?
Reading the paper on the plane, which let’s face it, is what newspapers are now - the media of choice for people underground or up in the air away from a mobile or wi-fi signal - anyway, there was an ad for the Advertising Standards Association. I noticed it because, ironically, it wasn’t very good, but it did explain rather earnestly that the ASA is all about “keeping standards high”. Twenty one years in the business and these guys pop up on my radar for the first time. So what’s that about?
Is it that media space is now so cheap that the ASA were able to slip an ad in at mates rates? Is it to reassure everyone that advertising has an honour code around self-regulated standards - trust us, we’re doctors? It seems like the tail is trying strenuously to wag the dog. There are standards in advertising and they’re set and sanctioned by consumers, err… audiences, err.. users. Real people are out there giving the thumbs up or down to advertising all day, every day. Much of it doesn’t get the thumb off its butt (?) at all. But when it does, voila, it goes viral one way or the other with wicked efficiency.
I believe that advertising peeps continue to underestimate their audience. I was ridiculed a couple of years ago for suggesting that punters get a shot at judging award shows like D&AD and Cannes. Now that judgement, exercised via hits and clicks, is the first line of justification for good digital advertising. Popularity and contagion are upstaging critical acclaim. Bravo.
Consumers (although I hate that word, but you know what I mean) have high standards already and are often well in front of marketers who, in turn, are often well in front of agencies. I wonder if I can get some punters in to judge Young Guns.
