The focus of the ad industry must be on fostering transparency to enable all parties to see exactly what’s working and what’s not, says Christopher Wilson, senior vice president and director of global partnerships, marketing and advertising at Mobiclicks.
Many tech companies guard their data and methods ferociously, but this is starting to get under the skin of marketers.
Disseminating messages has become easier than ever. We’ve seen an ugly trend of content that appeals to the extreme members of society.
It’s obvious why a brand wouldn’t want to be associated with anything offensive, hateful or just plain false, but avoiding the occurrence has become quite the challenge.
At the same time, brands are leveraging partners, technology and agencies to get their messages out there, using automation. This aids distribution, but hinders the ability to police where brand messages pop up.
Brands are left with content being distributed on thousands of digital sites, within unreviewed content and with no scalable way to provide any oversight. The pain of this problem is felt broadly.
With 37% of consumers saying their perception of a brand is altered when they see ads placed alongside offensive content, marketers are scrambling to find a happy medium.
A recent study surveyed 100 CMOs, and the results were conclusive – 80% have a serious concern about the safety of their brand, and the content and publishers it’s associated with.
Unilever’s chief marketing officer, Keith Weed, says, "Unilever will not invest in platforms or environments that do not protect our children or which create division in society and promote anger or hate. We will prioritise investing only in responsible platforms that are committed to creating a positive impact on society."
In 2017, JP Morgan cut the number of websites it displayed ads on from 400 000 a month to 5 000 pre-approved websites after seeing one of its ads on an inappropriate website.
According to an interview with the New York Times, the bank’s CMO, Kristin Lemkau, says there has been little change in both the cost of impressions or the general visibility of their ads since they started whitelisting approved ad partners.
Firstly, we need to build solutions that provide real ROI. The data needs to be available and accurate. We’re all better off when brands are reaching the right consumers with the right messages.
Secondly, we need to incorporate brand safety protocols into the solutions we market. In the short-term, the longevity of solutions depends on it. In the long-term, so too does the future of marketing technology.
Regulators are going to take years to catch up and, thus, it’s on us to develop a safe place for marketers to spend advertising dollars. If we can’t, they’ll find other ways to invest their budgets. It’s as simple as that.
Lastly, the industry must increase focus on creating transparency to enable all parties to see exactly what’s working and what’s not.
Many technology companies guard their data and methods with Fort Knox-level security, but this is starting to get under the skin of marketers.
For more information, visit www.mobiclicks.co.za. You can also follow Mobiclicks on Facebook or on Twitter.