Nick Manning explains the proposed changes to the advertiser business model in the first of a series following the ‘Advertising: Who Cares?’ conference.
More Nick Manning articles
There will be winners and losers in this new world. The time is now for indies, which can price their services in a better way and be transparent in their use of data and money.
Is it possible to divert adspend away from media that doesn’t invest in high-quality content? What does advertising mean in an AI era? Explore these themes and more at Advertising: Who Cares? because our future is at stake.
Media planners need to use data, analysis and good old-fashioned common sense and judgement as a trusted advisor to advertisers, not as a credulous spinner of the established narrative or for commercial gain.
In a questionable open web, there is little evidence yet that ‘curation’ and accountability for ‘outcomes’ are effective and improve transparency. So what needs to change?
The big platforms continue to grow and brands keep pumping the fruit machine for that ill-defined ‘win’. But agencies can win this match against the giants.
It is more obvious than ever that principal media is damaging for the ad industry and even advertising itself. Let’s examine the reality of such non-transparent practices by some media agency groups.
The show proves that world-class content transcends borders and the British creative industries urgently need support and investment. Chris Bryant, please take note.
There is a risk that the automated, AI-led black-box systems touted by holding companies and platforms would be no more successful than their predecessors. I propose an alternative.
Advertising is an increasingly important business discipline that is gaining a political dimension. This could lead to new and different decisions in where adspend goes.