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Digital Supply Chain

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Presentation to the Festival of Media Brand Lab in NYC. November 2017.

Published in: Leadership & Management
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Digital Supply Chain

  1. 1. Global online survey among 1,711 Reuters.com users who are currently working. Survey used database of users who have registered with Reuters.com as the sample source. Regions covered include Americas, EMEA and APAC. Regional data weighted equally across regions to produce global average data. Project managed by research agency: Synergy Research and Consulting. Fielded between 10th April- 3rd May 2017. METHOD UNRAVELING THE DIGITAL SUPPLY CHAIN Can Brands Win in Such a Trust Fail? Predictions for 2018
  2. 2. IT’S BIG AND STILL GROWING 3.8 billion internet users worldwide (+10% over 2016) 2.8 billion social media users (+21% over 2016) 2.5 billion mobile social media users (+30% over 2016) Source: We Are Social/Hootsuite 2017
  3. 3. WW DIGITAL AND PROGRAMMATIC GROW FASTER THAN EXPECTED worldwide digital advertising spending Source: eMarketer September 2017, Zenith, Programmatic Marketing Forecasts Nov 2016 Global digital programmatic growth 58% in 2017 22billion (+19% over 2016)
  4. 4. AD FRAUD MUST BE ADDRESSED IN 2018 SMART BOTS AND TROLLS FAKE NEWS SITES JOURNALISTS SOCIAL MEDIA PROGRAMMATIC Source: The&Partnership via CNBC 2017 digital wastage on ad fraud in 2017 16.4 billion
  5. 5. Source: MediaRadar, Facebook, CNBC Speed of social media amplifies fake news impact Easier to ‘spot and share’ campaigns that have ‘gone wrong’ Facebook ran political ads paid for by Russia seen by 126 million US voters Major brands appearing on YouTube alongside extremist content SOCIAL MEDIA IS OVERDUE FOR A CLEANUP
  6. 6. PROGRAMMATIC PLAYERS ARE ALREADY ACTING Source: Brightroll and Yahoo! 2017 The majority of brands and agencies are adopting more granular targeting and blacklisting 96% of programmatic advertisers are worried about fake news and 90% are taking some kind of action
  7. 7. THE SPEECH THAT ROCKED THE INDUSTRY c Pritchard, Chief Brand Officer, P&G COMPLEX AND FRAUDULENT MEDIA SUPPLY CHAIN VIEWABILITY STANDARDS STANDARDIZED REPORTING MEASURES
  8. 8. INDUSTRY AND BRANDS AGREE The digital supply chain needs to be simplified Source: NewBase Marketing Priorities 2017; Dow Jones and CMO Council, 2017 Increase in viewability and preventing ad fraud are priorities for global marketers Brands believe that unintended associations with unsavory content hurt brand reputation Digital audience verification needs 3rd party standard
  9. 9. CONSUMERS ON TRUST AND FRAUD Source: Dow Jones How Brands Annoy Fans 2017 Fake news are pushing audiences to consume more news from trusted sources More consumers are shying away from social media as their primary news source Consumers are concerned about how easy it is to find offensive content including click-bait and fake news sites
  10. 10. AGENCIES 48% PUBLISHERS 48% INDUSTRY BODIES 60% BRANDS 40% MEDIA AND MARKETING CONSULTANTS 32% MORE COLLABORATION AND TRANSPARENCY IS NEEDED BETWEEN AGENCIES, BRANDS, PUBLISHERS AND AD TECH Source: NewBase Marketing Priorities 2017 WHO IS RESPONSIBLE FOR INSTIGATING CHANGE TO ADDRESS ISSUES OF AD FRAUD?
  11. 11. Fake news and brand safety issues explosion Ad fraud $16.4 Billion problem Industry reacting to Ad Fraud agenda Concerns among consumers are impacting brand reputation and purchase Increased value in trusted, quality news brands Collaboration for progression WRAP UP

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