(cc) by-sa n0nick/flickrIt could be bad news for digital content creators hoping to monetise their videos using advertising around the content (as opposed to, e.g. product placement or subscriptions), with a new report by Deloitte calling into question the effect that such ads have on consumers. According to New Media Age the report suggests that consumers aren't influenced by advertising trying to change their view of a product, or just fix a brand in their minds.

Or does it?

As far as the article goes, it seems to suggest that all Deloitte did was ask viewers what effect ads (amongst other things) had on their experience. If the point of advertising were to get an audience to choose to like a product, then the levels to which viewers consciously feel they are being affected would be important. But clearly to a large degree advertising is intended to influence consumers without them knowing that they are being affected. In that case it doesn't matter whether or not they feel that they're being influenced by the ads - all that matters is that they are - and advertisers aren't going to abandon the medium just because their audience are unaware of the impact their ads have. In fact, it sounds like the idea medium - you're more likely (cynically thinking) to be influenced to buy a product or service if you don't feel like you're being manipulated.

Perhaps I'm misreading the NMA article, or perhaps they are misreading the report. I'm trying to track down the original report, but do drop me a like if you know where I can find it!