Why brands need to press CTRL+ALT+DEL in 2018

Last year marked a watershed year for 数字 brand advertising with factors including trust, 透明度, 安全, 测量, 用户体验, 整合, Facebook/Google dominance and the use of data all up for debate.    

Throw in a wobbly economy, Brexit(嗯), GDPR and the welcome, but as yet un-established changes brought by the Coalition for Better Advertising, and 2018 is set to further confuse the industry and its clients. 

The need to effectively press CTRL+ALT+DEL for the long-term benefit of all concerned is real and it is now, as the brands that succeed in the new 数字 landscape will be those that take a step back and carefully weigh up all the influe生均 in play.  

One key directive to drive success will be the need for even greater collaboration between clients, agencies and media owner partners to deliver that eternal grail – the right message, to the right consumer, 在适当的时候. 由 Coalition for Better Ads 还有很多其他的, consumer expectations of 数字 advertising are changing and they must be the heart of the solution.   

For example, recent IAB figures show that the 13.8% increase in 数字 advertising was driven not by in banners and traditional display, 而停滞不前, but by native and video – formats that meet consumer demand for more relevant, less disruptive advertising when placed in the right editorial context. This indicates that 2018 should be a strong one for publishers, as those with premium inventory are best placed to create and distribute appropriate content with full 透明度.  

Quality vs quantity will need to be more considered and the way that campaigns are measured must finally be emphasised on a brand level versus trying to needlessly 波形的rstand why a CTR has dropped 0.一周1%.  

Consumers are also concerned about the data companies hold on them, so increased 透明度 on this side will build more trust in the marketplace. Plus there’s a major education issue. A recent survey by video advertising platform LoopMe, of 1,000 UK and US consumers, found that just 18% 波形的rstood what data was being gathered for advertising purposes, while 60% wanted ads and online experie生均 to be more relevant to their needs.  

This “lack of 波形的rs理解 shows just how far the advertising industry needs to go in terms of consumer education”, 报告结束. It also shows the clear brand – and publisher – benefits of educating consumers about how their data is being handled and protected. 

更重要的是, although they currently remain in a state of flux, committing to the upcoming GDPR user-consent changes will also improve trust in the 数字 marketplace – from both clients and consumers.   

Let’s be clear – 2018 will be challenging for our industry, but we have enough talent, insight and opportunities to make it a success. We might just need to press CTLR+ALT+DEL to make sure everyone is set up to do so.