opinion: it’s time to capture mindshare again

"Digital marketers" have become lazy. That's the headline.

An industry that was built on disruption, speed, and measurable performance has become little more than an oversized group of glorified button pushers with various platform addictions.

It started with an unbreakable addiction to Google search.
Meta advertising hooked a whole new generation.
Programmatic ad buying became more accessible—offering quick fixes for snatching incremental budget.
Now, CTV is the newest channel full of boring ideas executed poorly.

Here's the thing. All of these platforms work.
Advertising works.
CTV provides a world of opportunity.
Good advertising can turn a solid product into a winner and a winning product into a home run.
Democratized access to platforms and tools is theoretically good for brands.

BUT this accessibility has enabled lazy, strategy-less execution to become the norm.
Push button, get "in-market" audiences, run :30 ad about services. Vomit. Repeat.

Agencies need to "cut out the lazy" to truly help their clients grow. From audience targeting to timing to the storytelling and production, campaigns need to be built around real human life cycles—transitions, motivations, preparation for what's next.

And honestly, CTV is exactly what "digital marketers" need to get their edge back. No more hiding behind Google automated ad copy and Instagram ad templates.

It's time for digital marketers to use their powers for good.
Tell stories.
Capture mindshare.
Just like the good ‘ol days.