DO YOU KNOW WHERE YOUR ADS ARE?

As the trans­parency and brand safety bat­tles wage on, KPEX chief ex­ec­u­tive Richard Thomp­son be­lieves it’s more im­per­a­tive than ever for brands to be se­lec­tive when choos­ing where to advertise.

New Zealand Marketing - - Kpex - Con­tact: Richard Thomp­son chief ex­ec­u­tive, Richard.thomp­son@kpex.co.nz

HOW SE­RI­OUS DO YOU THINK THE TRANS­PARENCY IS­SUES ARE IN THE IN­DUS­TRY AT THE MO­MENT? WHAT CAN THE IN­DUS­TRY DO TO EN­SURE GREATER TRANS­PARENCY?

Both trans­parency and brand safety are rightly very hot top­ics at the mo­ment, and it’s fun­da­men­tally im­por­tant to the in­dus­try that we ad­dress them head-on. If we want to con­tinue to max­imise the op­por­tu­nity dig­i­tal ad­ver­tis­ing is pre­sent­ing us, it’s es­sen­tial we come to­gether as an in­dus­try and work with ad­ver­tis­ers to nav­i­gate safely through this is­sue.

HOW DOES KPEX EN­SURE TRANS­PARENCY FOR CLIENTS?

KPEX only rep­re­sents New Zealand’s premium broad­cast­ers and pub­lish­ers such as Fair­fax, NZME, TVNZ and Me­di­a­works. There­fore, ad­ver­tis­ers can be 100 per­cent con­fi­dent their ac­tiv­ity will only be run­ning within brand-safe en­vi­ron­ments. In ad­di­tion, KPEX pro­vides ad­ver­tis­ers the op­por­tu­nity to tar­get through a fully trans­par­ent sys­tem that allows brands to see the con­tent page or URL be­fore ad­ver­tis­ing on it. This all means that an ad­ver­tiser can both be con­fi­dent with the en­vi­ron­ment and the con­tent on the page be­fore ap­pear­ing on the KPEX ex­change, pro­vid­ing full trans­parency to the brand.

IS THERE ENOUGH CLAR­ITY RE­GARD­ING THE MEDIA SUP­PLY CHAIN IN DIG­I­TAL MEDIA? DO MAR­KETERS AC­TU­ALLY KNOW WHAT THEY’RE PAY­ING FOR? HOW CAN WE REC­TIFY THIS IS­SUE?

We def­i­nitely need a more open con­ver­sa­tion be­tween ad­ver­tis­ers, tech­nol­ogy providers, agencies and media own­ers to en­sure ev­ery­one un­der­stands the tech­nol­ogy being used (and fees being charged) through­out the sup­ply chain.

Much of the tech­nol­ogy for pro­gram­matic is valu­able in en­sur­ing both ef­fi­ciency and ef­fec­tive­ness, but it’s a com­plex space so we all need to con­tin­u­ally ed­u­cate our­selves to take ad­van­tage of the op­por­tu­nity. Ad­ver­tis­ers need to fully un­der­stand how their bud­gets are being spent and to also proac­tively up-skill in this area so they can ask the right ques­tions of their part­ners.

At the same time, media own­ers, tech­nol­ogy providers and agencies have a re­spon­si­bil­ity to be trans­par­ent around the sup­ply chain in re­gard to what tech­nol­ogy is being used, how it will ben­e­fit the ad­ver­tiser and the com­mer­cial model behind it.

HOW IM­POR­TANT IS THIRD-PARTY VER­I­FI­CA­TION OF DIG­I­TAL MEA­SURE­MENT DATA? SHOULD WE HAVE A STAN­DARD­ISED AP­PROACH AP­PLI­CA­BLE ACROSS ALL DIG­I­TAL MEDIA?

As we have seen over re­cent months, it’s not ac­cept­able for global media own­ers to be ‘mark­ing their own home­work’ as Martin Sor­rell puts it. It’s wholly un­ac­cept­able to be mis­re­port­ing per­for­mance and there is a need for a re­bal­ance of power (driven by agencies and

ad­ver­tis­ers) to hold media own­ers to ac­count. Third-party ver­i­fi­ca­tion will be key in driv­ing con­fi­dence for ad­ver­tis­ers in­di­vid­u­ally and the dig­i­tal market as a whole.

How­ever, be­fore we even get into third­party ver­i­fi­ca­tion, we need to be clearer on mea­sure­ment as a whole. We need to put in place some market-wide stan­dards and bench­marks for per­for­mance ex­pec­ta­tions. Ad­ver­tis­ers need a clear shortcut to un­der­stand the en­vi­ron­ments their ad­ver­tis­ing is being placed within and the per­for­mance they can ex­pect.

At KPEX, we see market-lead­ing video com­ple­tion rates and ex­cel­lent viewa­bil­ity scores within premium en­vi­ron­ments. Con­se­quently, it’s no sur­prise our sites of­ten achieve su­pe­rior per­for­mance for ad­ver­tis­ers than from other cor­ners of the in­ter­net. Market stan­dards and third-party ver­i­fi­ca­tion will help ad­ver­tis­ers iden­tify the dig­i­tal sites that are re­ally cre­at­ing value for them.

HOW DO YOU THINK THE IS­SUES OF TRANS­PARENCY AND BRAND SAFETY WILL EVOLVE IN THE COM­ING YEARS?

It’s im­por­tant to re­mem­ber that the speed of change and growth in dig­i­tal has been ex­po­nen­tial over re­cent years. We be­lieve the cur­rent trans­parency and brand safety con­ver­sa­tions are speed bumps in the ma­tur­ing of the market.

The tech­nol­ogy re­quired to pro­vide ad­ver­tis­ers full trans­parency and brand safety ex­ists to­day, how­ever, we are see­ing a lag in in­dus­try stan­dards and ed­u­ca­tion. As the trans­parency con­ver­sa­tion grows and the in­dus­try puts in place mea­sure­ment, per­for­mance and com­mer­cial stan­dards we will see this is­sue dis­si­pate over time.

There is no ques­tion that pro­gram­matic ad­ver­tis­ing (and the tech­nol­ogy it uses) pro­vides ad­ver­tis­ers with an un­prece­dented abil­ity to tar­get ex­ist­ing or po­ten­tial cus­tomers more ac­cu­rately, more ef­fi­ciently, with more im­pact and more mea­sur­ably than ever be­fore. The pro­gram­matic op­por­tu­nity for the ad­ver­tis­ers is huge and we need to pro­vide the con­fi­dence for them to con­tinue to grow in­vest­ment in the channel.

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