News | Aperto One


Date: Tuesday 6th March
Venue: Troxy, Commercial Road, London
Theme: Accountability and Responsibility

Summary:
2016 saw ISBA embark on a journey to help create a transparent, accountable and more responsible media marketplace. What progress has been made?

The day's agenda proved to be both challenging and thought-provoking, covering issues such as accountability in the digital ecosystem, the role of advertising in reflecting or changing society’s attitudes and accountability and the need for alignment in the relationships between client and agency.

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TRANSFORMATION OF MASS MARKETING

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AGENCY PITCHES: PARTNERSHIPS OF THE FUTURE

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DIGITAL TRANSPARENCY: MAJOR PROGRESS MADE, MORE TO BE DONE

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ISBA CALLS FOR INCREASING CURRENT VIEWABILITY STANDARDS TO 100%

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TRANSFORMATION OF MASS MARKETING

Two speakers spoke of the mass marketing transformation. Marc Pritchard highlighted a move towards precision at scale, whilst ITV’s Carolyn McCall spoke of the power of television in delivering mass simultaneous reach within a brand safe environment on all devices.

Both suggested a deeper look at data and analytics and to understand what is working and what is not and only make investment decisions based on evidence. Today more than in the past the access to data facilitates numerous opportunities for brands.


DIGITAL TRANSPARENCY: MAJOR PROGRESS MADE, MORE TO BE DONE

P&G’s Marc Pritchard acknowledged ‘impressive’ progress and that encouraging change has been seen in the attitude of the media and technology companies. Other speakers acknowledge a shift, a general theme was that a lot more could be done.

Nigel Gilbert from AppNexus urged advertisers to audit technology partners and platforms in the same way they would their agencies. He urged the asking of questions and a better understanding of the companies engaged and how they contribute to money spent. Advertisers need to examine the criteria their ad tech solution is using to make buy decisions on their behalf and even audit the algorithm.


AGENCY PITCHES: PARTNERSHIPS OF THE FUTURE

PwC and the Cabinet Office reinforced the need for collaborative, honest and open relationships with their agencies. The current environment required advertisers to focus their agency relationships primarily on service, outcomes and having an “alignment of interests”.

Barclay’s Tom Corbett shared his thoughts on how to build smarter and more effective agency partnerships. He spoke of the need for clients to take responsibility for the relationship they want and provide clarity to the agencies pitching.

Scott Moorhead, CEO of Aperto One urged the measurement of the right things and the avoidance of proxy. In particular, the use of media pricing in reviews was described as flawed. He talked about establishing a fair value exchange and a more progressive approach to remuneration models.


ISBA CALLS FOR INCREASING CURRENT VIEWABILITY STANDARDS TO 100%

Phil Smith (Director General of ISBA) announced that they want to see the current MRC standard of 50% double to 100% in view for the duration.

ISBA recognise that different advertisers have different requirements, but that every advertiser should be able to see the viewability threshold that delivers against their business objectives.