HOLLYWOOD, FL: Enhancing transparency and trust could help strengthen the media ecosystem at a time of relentless change, Bob Liodice - president/ceo of the Association of National Advertisers (ANA) - has suggested.
Liodice discussed this subject during a keynote session at the ANA's 2015 Media Leadership Conference, which was held in Hollywood, Florida.
And he argued that the seismic shifts characterising today's media sector have brought forth both huge possibilities and significant obstacles.
"Think about the media landscape five years ago. Compare it to today. It's night and day," he said. (For more, including further details of the key media trends now at work, read Warc's exclusive report: ANA pinpoints challenges and opportunities of media evolution.)
"And it will continue to evolve and give us the ability, increasingly, to do mass marketing on a one-to-one basis"
Successfully tapping into that opportunity, however, will require a heightened degree of openness at a time when technological complexity threatens to turn much of the marketing process into a black box.
"Media transparency is another issue that we're starting to deal with," Liodice informed the Media Leadership assembly.
"Our initial focus has been on programmatic rebates to ensure that we understand … the processes agency trading desks are going through, and, most importantly, that the environment is trustworthy."
Expanding on that topic, the ANA's president/ceo asserted that enhancing confidence levels throughout the marketing industry would ultimately benefit all parties.
"Trust is the foundation for all of our relationships among marketers, agencies, publishers, media [and] anybody that deals with the entire marketing ecosystem.
"It's a fundamental component that we have to ensure is at its highest levels."
Measurement and viewability were two related problems raised by Liodice, who shared many perspectives with Marc Pritchard, Procter & Gamble's global marketing and brand building officer.
"Everybody has a part to play, because everybody has a lot to lose if we don't get this right, and a lot to gain when we do get it right," Pritchard said during a separate keynote at the Media Leadership Conference.
Data sourced from Warc