‘Dig­i­tal ad­ver­tis­ing has its own share of is­sues’

The Hindu Business Line - - NEWS - AM­RITA NAIR-GHASWALLA

As ques­tions over brand safety and ef­fec­tive­ness of ads on dig­i­tal plat­forms loom, buy­ing a guar­an­teed ad place­ment in­side ‘safe’ con­tent now comes at a pre­mium. Harsh Mari­wala, Chair­man, Marico, in­sists brands are fight­ing an up­hill bat­tle to earn the trust, and busi­ness, of to­day’s con­sumer.

Not­ing that trans­parency and trust have taken the cen­ter­stage across board­rooms, the ex­ec­u­tive said it is in­te­gral for ad­ver­tis­ers and mar­keters to im­prove both their re­sults and con­fi­dence in ad­ver­tis­ing.

Speak­ing to Busi­nessLine on the side­lines of The In­dian So­ci­ety of Ad­ver­tis­ers’ CEO Con­fer­ence in Mum­bai, Mari­wala said, “Dig­i­tal is an emer­gent space. How­ever, dig­i­tal ad­ver­tis­ing has its fair share of is­sues around a few ar­eas: brand safety, view-abil­ity etc.”

Ru­ing the “opac­ity in terms of adtech cost mod­els,” he said an­other ma­jor bug­bear that cor­po­rates have to con­tend with was get­ting “the right tal­ent to man­age a Harsh Mari­wala, Chair­man, Marico

spe­cialised and frag­mented space, com­pared to mass me­dia which we were oth­er­wise used to.”

Adtech or ad­ver­tis­ing tech­nol­ogy refers to dif­fer­ent types of an­a­lyt­ics and dig­i­tal tools used in ad­ver­tis­ing.

So­cial me­dia and dig­i­tal ad­ver­tis­ing have given con­sumers an un­prece­dented ac­cess to brands, em­bold­en­ing them to hold brands ac­count­able in real-time, Mari­wala added that con­sumers con­tinue to look for trans­parency in a hy­per-con­nected, hy­per-com­pli­cated world, given the plethora of data breaches and pri­vacy con­cerns.

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