Facebook and Newsworks clash over solutions to advertising bombardment

Facebook | May 10, 2019

Newsworks executive chair Tracy De Groose hit back at the idea that providing consumers with more information on how ads are targeted to them will have any meaningful impact on consumer trust in advertising during a feisty panel discussion at Media 360 in Brighton today. De Groose was responding to comments from Facebook’s director of agencies, Nick Baughan, that "education is key" in turning around the historically low levels of trust and favor ability faced by the industry. Baughan recalled conversations with taxi drivers from earlier in his career while at MEC. He said: "Nine times out of 10, the conversation would include the phrase ‘dark arts’ – but in those days there was a complicity, there was an allure, and an agreement that the consumer and advertiser were in it together. For advertising, that’s trust.

Spotlight

According to eMarketer, the overall U.S. programmatic display ad market will grow 44.2% to $25.23 billion from $17.50 billion in 2016. Publishers are looking for a way to attract even more brand advertisers that are still spending more than 80% of their budgets on traditional media.

Spotlight

According to eMarketer, the overall U.S. programmatic display ad market will grow 44.2% to $25.23 billion from $17.50 billion in 2016. Publishers are looking for a way to attract even more brand advertisers that are still spending more than 80% of their budgets on traditional media.

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ADVERTISER PLATFORMS

Musk Puts the Twitter Takeover On Hold

Twitter | May 17, 2022

Elon Musk, the richest man in the world, has put a halt on his acquisition of Twitter due to recent announcements from the company about the prevalence of spam and bot accounts on the platform. Nearly two weeks ago, Twitter released a report which stated that fake accounts on the platform made up less than 5 percent of daily users. The information lacked rigidity to support the claims, and it seemed flexible in its assessment, which became a turn-off for Musk.On this premise, Musk tweeted, "Twitter deal temporarily on hold pending details supporting calculation that spam/fake accounts do indeed represent less than 5% of users" Twitter also hinted at taking this report with a pinch of salt, as it stated, "The actual number of false or spam accounts could be higher than we have estimated. We are continually seeking to improve our ability to estimate the total number of spam accounts" Musk claims himself as a "free speech absolutist and offered $44billion to takeover twitter on April 25th. Musk's purchase was expected to lead to a renewed focus on personal verification and a crackdown on bot accounts. To verify a user's identity on Twitter, Tesla CEO Elon Musk wants them to go through a more rigorous process than simply providing an email or phone number. This would prevent the prevalence of spambots on the platform, and the authorities will be able to act on the violators of the speech laws. Twitter's stock was initially down more than 20% in pre-market trade following the announcement, but the stock regained slightly. In his second tweet, Musk stated that he is "still committed to acquisition" two hours after his first one.

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MOBILE ADVERTISING

Customer Centricity Defines Procter & Gamble’s Advertising, E-Commerce, and Digital Content Strategy

Procter & Gamble | July 12, 2021

It is an understatement to suggest that Australians' shopping habits have fundamentally changed in the last year. Cartology, a subsidiary of Woolworths Group, collaborated with FMCG research firm Advantage Group to survey 40 of Australia's FMCG leaders about the changing environment of customer needs and engagement. Their resounding response was that digital is the new front door of a retail company, and the new world is one driven by the customer. Woolworths' insights support this as well. Woolworths, Cartology, and brands will explore how the industry responds to a year of customer transformation in a three-part series. Zulfiqar Mahar, vice president marketing for P&G Australia and New Zealand, says that the fast-moving consumer goods business has seen massive shifts in customer behavior over the last year, with many of those habits and routines here to stay. The shift to digital platforms in the way consumers search for, engage with, and purchase brands have been a recurring topic among Australian shoppers. Mahar's main takeaway is that customer-centricity is even more important in times of uncertainty and change. P&G has adapted to seismic changing consumer behavior by reinventing how it builds brands. For example, consumers today see ten times as many advertising messages as they did a decade ago. Thus P&G needed to rethink advertising, including making messages more impactful and with less clutter. P&G's ability to bring content to life in digital environments and beyond has never been more essential in this context. P&G wants to expand the amount of pull-based content it wants customers to engage with, and that content must be personalized to the context and media platform for each consumer group. According to Mahar, P&G's successful examples of this approach include Gillette Direct, the Oral B AI app, and the Olay Skin Advisor, which offer the company more direct, one-on-one engagement with consumers. In addition, the way messages are conveyed via media platforms has been reinvented to provide mass reach with targeted precision - no easy accomplishment for a company whose goods are used by 95% of the population; it is a case of effectively conveying a message with regularity while avoiding wastage. Personalization is also important since customers want brands to interact with them directly, but there is a need to avoid being too familiar, according to Mahar. Key trends have also influenced P&G's marketing approach in digital adoption and usage. As customers gain confidence in shopping online, they seek products to buy and depend on the views of other product users. P&G aims to integrate search across many platforms, including stores, to answer all of the questions customers have about brands, providing a seamless experience that is also more efficient. P&G is also attempting to increase efficiency and effectiveness in digital media and advertising spending in e-commerce by matching content with context to maximize relevance and attention. All of P&G's marketing, advertising, and digital strategy changes are viewed through the critical lens of customer-centricity.

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DISPLAY ADVERTISING

Blockchain in Digital Marketing: More Customer Confidence – and Innovative Advertising Methods

T-Systems International | April 20, 2021

Concerns around online activities, such as cybersecurity, data privacy, and transparency, are affecting digital marketing. Blockchain technology will help in the stabilization of customer trust in the digital world. It will increase the credibility of online ads, brand honesty, cross-promotion with influencers, and reward customers for data sharing. Due to the monopoly or duopoly, platform companies such as Facebook pose threats to multiple industry leaders in digital marketing. Furthermore, data scandals fueled skepticism in the digital advertising industry. Both users and advertisers believe that control over their data is slipping away from them. Blockchain technology allows marketing organizations to work more autonomously in the advertisement industry while also increasing the credibility of their product and corporate communications. How? The blockchain's key feature is that it maintains data on decentralized servers in several locations rather than in a single centralized repository. These distributed data records (blocks) are inextricably linked together to form a chain. Every computer (peer) in the network receives the same unalterable data copy. This has the advantage of no longer requiring all market players to trust a single repository – and therefore no central point of attack for cybercriminals or vulnerability to technical malfunctions. The concept is similar to an online document held in a decentralized location that can be modified continuously through several computers. This lays the groundwork for more transparent, secure, and reliable solutions in digital marketing. Brand and product transparency Any marketing agenda mainly focuses on sustainability. Many businesses claim to be sustainable. But how are they going to prove it? Blockchain technologies can enhance brand integrity within the supply chain management process, for example, by ensuring that products have been packaged or shipped sustainably – 2 important conditions when the products are organic. As a result, an Industrial Control System (ICS, for example, T-Systems) writes all data into a blockchain that is synchronized for all players, including the manufacturer, delivery agent, and retailer. This procedure allows customers to obtain facts about the sources of their products as well as monitoring information. In reality, the cloud2cloud combination of the Cloud of Things (T-Systems) and the SCP (SAP Cloud Platform) utilizes Internet of Things (IoT), blockchain, and machine learning to monitor the supply chain of the apples used in a smoothie (use case of T-Systems, pdf). Consumers can trace the direction and origin of organic apples using IoT data, supply data, and origin data – and do a fact check on the brand's value proposition. This enables businesses to sell their products as sustainable with much greater credibility. Blockchain is on the rise For the time being, high prices, the failure of real-time apps to attain commercial viability, and a lack of sector-wide initiatives are preventing widespread adoption. While some potential blockchain applications are still unclear, it is beginning to transform the digital world. In the digital advertising ecosystem, blockchain can increase transparency, confidence, and productivity. It will soon become a force in digital marketing rivalry that marketers cannot continue to neglect. T-Systems has already pioneered individual solutions to help companies get started with blockchain. Several pilot projects have already been initiated, and sector-wide experience sharing will be a critical next step. Marketing organizations who wish to stay competitive can into the processes that blockchain can simplify or even monetize.

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