The way agencies pitch for advertising and media accounts has become “misaligned” with the market’s increasingly flexible approach to partnerships, according to an industry consultant.
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While 50% of 18-34s say they trust advertising, just 39% of 35-54s and 22% of those aged 55-plus agree, according to AA research.
A comparable one-fifth share of British adults describe British reporting and news as “factual” (22.5%), compared with “misleading” (20.6%), “untrustworthy” (19.4%) or “biased” (19.3%).
Ella Sagar is joined by Jack Benjamin and Nick Manning to examine the ‘Forbesgate’ scandal and the trouble marketers and publishers are having over efforts to tamp down on adspend being funnelled to Made-For-Advertising sites.
A prediction: SVOD/YouTube/AVOD/FAST will offer the same measurable reach as broadcasters, argues MiQ’s advanced TV product manager. (Partner content)
If global publishers feel the need to spoof their own websites to sell garbage ad inventory, it means the state of online advertising is in even worse shape than many realise, writes the editor-in-chief.
These reports are a waste of time and energy, with no actual learnings to be found, all designed to make the agency look busy. But it doesn’t have to be this way.
Caroline Johnson, director and co-founder of The Business Model Company, talks to editor-in-chief Omar Oakes about why media agencies are no longer fit for purpose and need to get rid of charging models based on employees’ time.
The industry is very good at beating itself up over online harms, especially after Lord Grade’s speech at LEAD, but there are many obstacles to real change.
It’s up to all of us working in digital advertising if we want to tackle what has quickly become our industry’s greatest threat.