Warc, 11 August 2014
DANA POINT, CA: Brands are effectively leaving billions of
dollars "on the table" as they struggle to master the demands of the
new digital marketing ecosystem, according to a leading executive.
Bob Liodice, president/ceo of the Association of National
Advertisers (ANA), discussed this topic while speaking at the organisation's
2014 Digital & Social Media Conference.
Technology, he asserted has "given us so much" as
an industry, but has simultaneously created a welter of issues that urgently
need to be addressed.
"We're leaving money on the table. And that pile of
money that we're leaving on the table is growing even worse," said
Liodice. (For more, including results of an ANA/Forrester study, read Warc's
exclusive report: ANA tracks dollar drain in marketing technology.)
"If we don't arrest this value erosion, it's going to
undercut all of the gains that we've made."
Attempts to place a dollar value on the losses being accrued
vary, but some initial estimates peg this total as falling between $7.5bn and
$15bn. "Billions and billions of dollars are not necessarily working on
our behalf," said Liodice.
The challenges facing brands are manifold, and range from
ad-supported piracy to advertising clutter and non-viewable ads.
Sellers, content creators, associations, buyers and
exchanges have also contributed to making the trading environment very complex
to navigate.
Among the main results is a profound lack of transparency
about where advertising expenditure is ultimately directed, and a large number
of intermediaries siphoning off funds during the digital marketing process.
"Like no other time before, marketers are genuinely
concerned that their dollars are not necessarily getting to be placed as
media," said Liodice.
"And they don't totally get what's going on out there,
because the world is exploding, particularly within the media supply
chain."
Data sourced from Warc
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