Post by account_disabled on Mar 14, 2024 4:23:06 GMT
ISBA Annual Conference: Discussing Brand Online Security Marketers have been debating the issue of whether brands are safe online as they use digital advertising – and this occurred at the annual ISBA conference , which brings together the UK's leading marketing and advertising companies – concluding that it is time to finish the discussions to move on to action. A topic that is very close to our hearts is brand safety on the Internet. There is no doubt that an advantage in the pervasiveness of digital advertising, which has become increasingly widespread, has corresponded to a weakening of certain securities for company brands. Brand reputation and safety are at risk of fraud and advertisers must do something to protect brands from possible reputational damage and fraud. At the ISBA annual conference, Keith Moor , CMO of Santander, said that the industry is still talking about these issues and this is a sign that the issue is far from resolved.
Talk is not action, and advertisers need to “ actively participate ” to solve Find Your Phone Number problems. Again, Moor believes that brands need to be more active and more participatory rather than at an individual level, setting up discussion and action groups on the topic. He adds that the emergence of problems is intrinsically inherent to every new opportunity, similarly he cites the example of the problems created by digital innovation for the banking sector, which are certainly no different, as they too are subject to fraud and scams. Martin Bromfield , Vice President of Advertising at comScore , joined Moor on stage to discuss the topic, stating that these issues will be over by next year. He cited Marc Pritchard's P&G speech , highlighting the bad practice inherent in digital advertising and that this represents a turning point. He says: “We all owe a great debt of gratitude to Marc Pritchard.
Not so much for the novelty - given that it is a reality that has been faced for years - but the very fact that it came from such a powerful figure and who possesses enormous importance." A turning point in the fight against brands' online security Bromfield also believes the industry is entering a “ digital transparency phase ” and said prophetically that one day we will look back on that conversation and credit it with that pivotal moment when things changed. He added: “ In a year when we sit here it will already be different. “ Christian Armond , Head of Digital Marketing at TUI, in agreement with Moor and Bromfield, during the debate, stated that education will play a decisive role in addressing these problems. In his opinion, the advertisers' mistake was not learning about digital and the new dynamics it imposes, relying only on their partners and agencies. Now they must educate themselves and ask questions, to shed light on all the aspects that must become their responsibility so that the safety of brands is protected and not put at risk.
Talk is not action, and advertisers need to “ actively participate ” to solve Find Your Phone Number problems. Again, Moor believes that brands need to be more active and more participatory rather than at an individual level, setting up discussion and action groups on the topic. He adds that the emergence of problems is intrinsically inherent to every new opportunity, similarly he cites the example of the problems created by digital innovation for the banking sector, which are certainly no different, as they too are subject to fraud and scams. Martin Bromfield , Vice President of Advertising at comScore , joined Moor on stage to discuss the topic, stating that these issues will be over by next year. He cited Marc Pritchard's P&G speech , highlighting the bad practice inherent in digital advertising and that this represents a turning point. He says: “We all owe a great debt of gratitude to Marc Pritchard.
Not so much for the novelty - given that it is a reality that has been faced for years - but the very fact that it came from such a powerful figure and who possesses enormous importance." A turning point in the fight against brands' online security Bromfield also believes the industry is entering a “ digital transparency phase ” and said prophetically that one day we will look back on that conversation and credit it with that pivotal moment when things changed. He added: “ In a year when we sit here it will already be different. “ Christian Armond , Head of Digital Marketing at TUI, in agreement with Moor and Bromfield, during the debate, stated that education will play a decisive role in addressing these problems. In his opinion, the advertisers' mistake was not learning about digital and the new dynamics it imposes, relying only on their partners and agencies. Now they must educate themselves and ask questions, to shed light on all the aspects that must become their responsibility so that the safety of brands is protected and not put at risk.