This article is part of a Spotlight series on technology, tracking and trust in Australia. Read more

“The idea that the same consumer who was frantically clicking her remote to escape from TV ads was going to joyfully click her mouse to interact with online ads is going to go down as one of the great marketing fantasies of all time.” – Bob Hoffman

In our desire to simplify addressable advertising, we’ve made the same mistake that occurred with the humble banner ad. People can click on it, so it must be a direct response medium.

It's easy to see why this simplistic summation of the role of technology was so eagerly embraced. With a stagnant economy and historically low confidence amongst consumers and businesses, there has been ever increasing pressure on marketers and agencies to generate immediate, efficient leads.