Developing — and keeping — trust has never been more important for advertisers. With consumers being bombarded by a dizzying variety of messages and choices, trustworthiness has emerged as an important differentiator between brands.
In other words, as Richard Eyre, CBE, chairman of the Internet Advertising Bureau UK (IAB UK) would put it, trust is now a key disruptor for advertising. At the 2014 IAB Engage conference, Eyre told advertisers that trust is their most important tool for relating to customers. The main job for today’s brands and agencies, he said, is to secure trust — and hold onto it.
As for what kinds of advertising consumers trust, online seems to be winning out over more traditional formats, though … Continue Reading
Digital media has opened up exciting new worlds for the advertising industry. It has given advertisers the ability to reach audiences in new places, on new devices, in more engaging ways, and in more targeted fashion than ever before. No doubt about it: these are all good things.
But the advent of digital media has also given the industry a whole new set of concerns about trust. This is a topic I’ve been talking about a lot lately, and for good reason. The advertising industry simply isn’t viable without trust. To begin with, consumers must be able to trust the content of advertisements they read, see, and hear. This is the “trust” issue that advertising lawyers like myself have traditionally … Continue Reading
Just over a year ago, three of the leading advertising trade organizations – IAB, ANA, and 4A’s – formed the Trustworthy Accountability Group (TAG) to address several critical challenges affecting digital advertising, including fraud, piracy, malware, and lack of transparency. These issues not only cost the U.S. digital advertising ecosystem an estimated $8.2 billion annually, but also erode consumer confidence in advertisers generally – and the brands they represent.
TAG has grown exponentially since its inception, attracting cross-industry participation and support from the world’s largest advertisers, agencies, publishers, and ad-tech companies. Its board of directors includes executives from Facebook, Google, IPG Mediabrands, JCPenney, McDonald’s, Mondelez, Motorola, NBCUniversal, Omnicom, P&G, Publicis, Unilever, and WPP.
All of TAG’s programs drive collective accountability … Continue Reading