The ad blocking phenomenon only proves that we should always be evolving and adapting. This is the opinion of Fernando Osuna, CCO at Lopez Negrete Communications regarding the current industry debate about ad blockers demand. “The future lies in creating relevant content for consumers, where brands can really vindicate themselves, have a role, organize content or are integrated in an organic and justified manner” he said to PRODU. “Obviously, this will lead us to explore and develop content and messages native to the channel and the media itself.” For Osuna the consumer is not interested in viewing ads, nor wants to be dictated what to consume. “What consumers want is to engage in a conversation, be informed, see brands transparency and above all, interact and have fun doing it. He added, that from this view, brands need to evolve to create a communication where the target wants to search for and consume, not only to block.” He explained that digital media is changing and renewing at an astonishing rate and agencies must be prepared to see every day more selection filters, blockages and ways to avoid being bombarded with intrusive messages. “Because what one day was an efficient form of communication, today is something that annoys or its barely noticed.”
