CompanyIndustryInsights

Advertising in the Age of Accountability

9th March 2018
Advertising in the Age of Accountability

We recently attended the ISBA Annual Conference 2018, the theme of which was “The Age of Accountability.” It was very clear from our conversations with delegates that the way the industry is viewed and holds itself to account is changing rapidly.

Indeed, the wider question of what a brand means in an evolving world came to mind. In his book ‘Sapiens’, Yuval Noah Harari points out that an entity such as a corporation can still exist even if every employee and stakeholder dies, it makes a different product and it moves premises. It exists because everyone agrees it exists.

It is such an agreement that is important to brands. They are the sum total of what people believe to be true about the product or service they represent. As a summation of experience, reputation, opinions and standards, they must speak and act globally in a way that is recognisably authentic.

Failure to do this will result in rejection by consumers who are experiencing and expect a more personalized experience of the brands they encounter; campaigners and NGO’s, who have an ever-increasing ability to highlight any aspects of an organisation or individual’s performance – or short-comings – that they choose; and stakeholders who may come to question the brand’s credibility.

This authenticity requires complete transparency in all interactions a business has, with profound implications for the way it advertises itself. To speak worldwide in one credible voice is not an easy task, but continual investment in the development and evolution of innovative technology can enable this to happen now and in the future. Platforms that can deliver consistent advertising assets on a global basis are able to provide total accountability and peace of mind. But this can only be the case if all parties involved in creation and delivery operate together with credibility and openness.

At the ISBA Conference, the Government’s Executive Director of Communications Alex Aiken called for an end to ‘opaque digital marketing’. And Procter & Gamble Chief Brand Officer Marc Pritchard has repeatedly highlighted the need for agencies to find solutions to measurement, fraud and brand safety. It has never been more important for agencies, publishers and platforms to hold themselves to account. As the world we operate in evolves, this need will be constant.

Once again, technology will be the enabler of this, now and in the future. Digital asset management allows teams to share ideas and do their best work with total accountability and control. And transparent campaign reporting provides the power to control brand consistency and get real time insights into ad wastage, allowing team and supplier activity to be audited.

The result is great advertising. Effective, consistent, accountable and with the brand represented in a way that is recognisably true at every touchpoint. Driven by smart technology and the evolving teams that will be enabled by it. And, as Marc Pritchard has said eliminating the siloes between creatives, clients and consumers and stripping away anything that doesn’t add to creative output.

As an ad technology company, Adstream is committed to enabling our partners to produce work of the highest quality while being fully in control of their own content and with transparency and security assured.

To learn more about how we can help you to effectively manage and distribute you marketing material and ads worldwide, please contact us here.

 

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