We tend to overestimate the impact of a technology in the short-term and underestimate its impact in the longterm. This maxim, conceived by Roy Amara, an American scientist and futurist, neatly describes the “hype cycle” of new technology and especially that of online advertising.
The promise of online advertising was to deliver more relevant, timely and targeted communications for the mutual benefit of consumers and advertisers.
People would only be exposed to ads appropriate to their desires and at the moments when they were most receptive, while advertisers would cut waste and deliver hyper-efficient campaigns through laser-guided audience targeting and personalised messages.
It hasn’t turned out like that. Yet.
Success comes from making great creative that is optimised to the platform on which it will run and from making evidence-based buying decisions that bring together viewability, audience and survey data to tell the full story.
Ipsos in Indonesia Launch Ipsos Flair
Indonesia is more often in the news because of volcanic eruptions, tsunamis or other disasters, than for a more positive coverage. It is all the more unfair since the country, one of the most attractive in the world for tourists, has been experiencing sustained economic growth for decades and, since the election of the President Jokowi, has undertaken an unprecedented effort to modernize its infrastructure not just in Jakarta but all over the archipelago.