The Ripple Effect of Transparency
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Presented by Henrik Schulte, Material Group Manager Media & Digital, Swarovski at Digiday Brand Summit Europe.
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The Ripple Effect of Transparency
- 1. 1 | Transparency The Ripple Effect of
- 2. 2 | SWAROVSKI GROUP • EUR 3.36 billion annual turnover generated by the Swarovski Group • 32,000 employees • 3 companies Swarovski Crystal Business, Swarovski Optik, Tyrolit • Headquartered in Austria and Switzerland Five family members form the decision-making body for the Swarovski Crystal Business: Daniel Cohen Gemstones Business, Lighting Business, Chamilia, Direct Selling, Swareflex Nadja Swarovski Corporate Branding & Communication, Atelier Swarovski, Sustainability, Swarovski Foundation Mathias Margreiter Finance & Administration Markus Langes-Swarovski Swarovski Professional, Swarovski Tourism Services Robert Buchbauer Consumer Goods Business
- 3. 3 | Transparency (trɑːnˈspɛːr(ə)nsi) Action, method, or procedure that lacks hidden agendas and conditions, and complies with the disclosure Requirements of transparency in word and intention.
- 4. 4 |
- 5. 5 |
- 6. 6 | Transparency in Media
- 7. 7 | “We serve ads to consumers through a non- transparent media supply chain with spotty compliance to common standards, unreliable measurement, hidden rebates and new inventions like bot and methbot fraud," TRANSPARENCY Source: https://www.cnbc.com/2017/01/31/procter-gamble-chief-marketer-slams-crappy-media-supply-chain.html
- 8. 8 | TRANSPARENCY Source: https://blog.idcomms.com/trust-between-advertisers-and-agencies-has-declined-in-last-two-years
- 9. 9 | 1. Zero tolerance to ad fraud with compensation for any breach 2. Strict brand safety protection 3. Minimum viewability thresholds 4. Transparency throughout the supply-chain 5. Third-party verification and measurement as a minimum requirement 6. Removal of “walled garden” issues 7. Improve data transparency standards 8. Take steps to improve the consumer experience Transparency throughout the supply-chain Improve data transparency standards
- 11. 11 | TRANSPARENCY of the digital spend traded programmatically today 67%
- 13. 13 | WHO IS TAKING WHAT SHARE? TRANSPARENCY Source: https://www.wfanet.org/app/uploads/2017/04/programmatic.pdf 47.5% Viewability 9-22% Fraud Negotiable Explore
- 14. 14 | DSP – TECH FEE TRANSPARENCY Scenario: ∆ 12x CPM: € 60 CPM: € 5 Vogue logo: Pajam CC BY-SA 3.0, from Wikimedia Commons Fee: € 6 Fee: € 0.5 10% DSP Fee
- 15. 15 | DSP – TECH FEE TRANSPARENCY Possible Alternatives: SaaS Auction Won
- 16. 16 | TRANSPARENCY = TRUST Contractual right for transparency Challenge the status quo Transparency enables true partnership on both sides of the supply chain
- 17. THANK YOU
Editor's Notes
- I know much has been said about transparency, however, it is my opinion that perhaps not enough has actually been done about it
- I want to share with you and idea… Imagine you all, as marketing + advertising professionals, would be able to operate in a world where all moving pieces were available But first let me provide you with an annology what I really mean by transparency
- Full transparency. I could see how the parts of the engine work in sync
- The digital supply chain, much like cars are now a real PERFORMANCE engine Though very little of what is working behind the scences is known. By limiting transpareny, it is the first step to hiding things. From that point onwards, it’s not a leap to cross the lines of the law To stick to the car example, lack of transparency has brought the industry to a crisis with the revelation of the diesel scandal
- https://www.cnbc.com/2017/01/31/procter-gamble-chief-marketer-slams-crappy-media-supply-chain.html Murky at best, fraudulent at worst
- Programmatic growth 27%
- Those who went to the ANA conference may have seen Terence Kawaja touching on this a little 50-60% of digital ad spend is shared by the «duopoly» In 2018 we are seeing an emerging third player Amazon, generating ad revenues of 10bn$ (GroupM report)
- Negotiation doesn’t always mean trying to squeeze the last bit out of your partner It could also mean to look at how the payment is done today and how it could look in the future Tim Vanderhook, CEO of Viant, came forward with the SaaS idea (alread a model introduced by turn
- Negotiation doesn’t always mean trying to squeeze the last bit out of your partner It could also mean to look at how the payment is done today and how it could look in the future Tim Vanderhook, CEO of Viant, came forward with the SaaS idea (alread a model introduced by turn
- ANA/ISBA – contractual templates for transparency Login data to log-level data to audit rights for independent auditors Find ways to monitor (either internal or external sources)