Advertising, Who Cares?
Yesterday at the RSA, some 250+ leaders from the advertising world gathered together. They gathered in response to a simple question from Nick Manning and Brian Jacobs, asking "Who Cares?".
The event was packed, provocative and insightful, with sessions from leaders on five work streams:
There were also keynote sessions featuring Lucy Jameson , Founder of Uncommon Creative Studio , Sir John Hegarty and David Wheldon OBE , and a case study from Rachel Kerrone from Starling Bank with Jessica Lovell , CSO at Wonderhood Studios and Pippa Glucklich , CEO at Electric Glue showcasing a harmonious approach to care and craft in pursuit of results.
What I found encouraging was a desire from all work streams to put a spotlight on the problems in order to move towards solutions. As senior as the attendees in the room were, this was not a moan about how things used to be better. This was a first step in taking pointed issue with major challenges, and seeking to address them.
For example, a key piece of the challenge was highlighted by Michael Farmer's statement that "Advertiser Executives have been defeated by media complexity". The inverse of this is equally true. Ad execs have been won over by simplicity. The platforms make it incredibly easy to buy from them.
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In response to having their dinner eaten by big tech, publishers and traditional media owners have embraced programmatic to minimise complexity for buyers. But this has come at the cost of margin and differentiation. Impressions are commodified. CPMs depressed. Revenues distressed. So a solution lies in seeking better ways to communicate the value of media, and in making it easier than ever to build and buy diverse media plans.
Another example is in measurement and accountability. There is an intellectual gap in how well the impact of advertising is measured and communicated. But, as a short skit from Denise Turner and crew proved, it's not a vast gap (nor a hugely expensive one. There are some fundamentals that can be quickly addressed. For examples, we must ensure metrics align with desired outcomes, we should always insist on transparency for sources, and it perhaps goes without saying that we need to measure human data rather than device data.
There was boat loads more, but you'll have to sign up to the WhoCares community - https://www.advertisingwhocares.org/#about - to get the full inside track. I'm already looking forward to hear about the follow up, and to seeing this community swell.
Scot, Dad, Statistical Modeler, Marxist Economist, Global Marketer
2 个月Brian Jacobs Nick Manning Congratulations. Wonderful to see 'MMM' prominent.
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2 个月Excellent. Thanks for this Dan.
Chief Marketing Officer at Arima
2 个月We're changing point number two so that MMM is much easier to access and then becomes an input into planning. Focus on outcomes and media complexity isn't a thing.
Media Agency co-founder, ex-agency CEO, Founder at Encyclomedia International, Non-Exec Chairman, Media Marketing Compliance, Adtech advisor, commentator, investor, writer, patron of Advertising: Who Cares?
2 个月Dan Gee A great summary. As Brian Jacobs says, it's really helpful to get people's reactions as we process all of this. We covered a lot of ground on several subjects and even had to reduce it to fit, but over the next weeks and months we will be pushing forward on all fronts.
Thanks Dan - summaries like this are really helpful as we meet to absorb the key messages from yesterday's presentations and decide how best to follow-up. One thing's for sure, though, we will be building on this!