What's wrong with online advertising

1. the majority of users find re-targeting frightening

"A study from the epicenter of online business last year brought to light that the majority of users find it "creepy," or scary, what we do with their data. Was that what you were trying to do with your marketing money: Scare people? In fact, according to a recent study by Fittkau & Maaß, the acceptance of re-targeting is less than 5 percent. In the modern online world, you already have to be satisfied with very little..."

2. marketing and advertising professionals want to turn us into buying robots

"The intention of marketing and advertising professionals under the guise of the mysterious term Big Data is really, as I put it, to turn us into "buying robots." They like to wrap it up in velvet cloths and promise us that they will only deliver advertising that is "relevant" to us. How I have come to loathe that word "relevant." They tell us that a wondrous world of advertising is dawning, in which advertising no longer has to bother us, but we invite it in.In the same breath, they cover up the content we were trying to access with annoying pop ups, banderoles, and layer ads, the very ads we didn't want - and so cleverly hide the little cross that might deliver us from advertising that we now curse this advertising more than ever before in its one hundred and fifty year history."

3. consumer rejects online advertising

"Consumers know how to fight back. The number of adblockers installed has risen by 30 percent in the past year and prevents up to 70 percent of the advertising delivered on some websites. The Süddeutsche Zeitung reports that it is losing seven-figure advertising revenues due to adblockers.Click rates have dropped from an average of 8 percent to the current 0.2 percent in just a few years. What other medium than online can afford to absorb a 97 percent loss in performance and still dream of further increasing revenues?"

4. real time bidding and programmatic buying are counterproductive

"Within a very short time, we have turned a fascinating, new medium into a "junk medium" that hardly has any measurable, substantial value any more.The answers that marketers and agencies are finding to this - real time bidding or programmatic buying - are no answer. Neither is the complete automation of the planning and buying process that agencies are striving for. At best, these answers threaten to magnify the problem."

5. the mobile hype is unjustified

"To be honest, I can't quite understand why mobile is so hyped. It seems to me that mobile is going to cause us new and even more digital headaches. Since we're advertising on the most personal device our target audience uses - the one that contains all of their most personal secrets - there's even a lot of sensitivity required.I don't see it. Instead, I see unreadable 2-point font and wallpapers that run halfway out of the visible field. I see banners from Watchever on my TV Spielfim app that completely overlay the ARD and ZDF programming, rendering the entire application unusable. The alleged "programming error" was only turned off after I vehemently complained to the marketer Tomorrow Focus. Not a trace of sensitivity."