Nestle and News UK on how the industry should be convincing consumers to stop using ad blockers

With the number of ad fatigued consumers in the digital space on the rise, Nestle and News UK are on a mission to reverse the trend of ad blocking and make consumers ‘fall back in love’ with advertising.

One of the biggest bug bears for mobile users are poorly targeted ads that follow you around with prompts to buy something that you already did three months ago. Marketers and brands that employ such poor tactics “deserve ad blocking” and need to get back to basics and connect with consumers on a human level, according to Anoo Mehmi, head of digital for Nestle SMA in the UK.

Self-Reported vs. Third-Party Data

In an increasingly more sophisticated paid social environment, where targeting criteria grow with every day though still coming from self-reported data, the need to focus on measuring performance based on audience quality and not purely based on quantitative metrics becomes imperative.

As a result the question of using self-reported social data vs. third-party data becomes key to delivering quality AND quantity. The second question that comes out of this need for looking at performance outside the social vanity metrics of new followers or people who saw a social post, is the accuracy of self-reported data across social platforms.

How To Make Your Paid Social Media Strategy Work: An “Always On” Approach

A few months ago I started discussing with one of my clients a new approach for the brand’s paid social media strategy, one that would see my Neo team working closer with the client’s social media and content teams – joining efforts beyond just the occasional spike in number of impressions. After several conversations, and looking into what the brand wanted to achieve, we decided to implement a strategy we refer to as purely – an ‘Always On’ paid social media strategy.