The problem isn’t advertising itself, but its current inadequacy to digital
Don’t get it wrong: consumers like online advertising and they know that the internet relies on it to offer free content. The reason for their dissatisfaction is not advertising itself, rather the fact that it does not make provisions for the numerous unique features offered by digital environment (interactiveness, targeting, sharing, etc.).
This way, advertising is losing its popularity and is no longer desirable. Its content is bland and out of touch, and will remain so as long as the design stage fails to provide for this new virtual reality. In a connected world, the advertising industry urgently needs to change the way it approaches campaigns.