To those who attended Inside Out, thank you. Your presence and involvement is crucial to creating progress because so many of the challenges we face, we need to solve together; that’s why you created the AOP and by participating, you are part of the solution.
If you attended any of the Convention modules, you will have seen us focusing on the big challenges and opportunities we face in today’s hyper competitive world. We’ll look at the outcomes of the two days below, so keep reading because it’s meaningful and it will affect the industry you work in.
The first and last modules made it clear that our members are dynamically transforming their products and venturing into new platforms and services in the world with significant success. The Result? In 2017 we will be exploring ‘Venturing’; focusing on how our members are creating hybrid multimedia properties, built on scalable tech platforms, capturing and then monetizing user attention across distribution platforms with multi level commercial models.
Data recurred throughout the Convention, but Modules 1 and 3 provided the clear message that we need to work together on data. Advertisers, both clients and agencies, value us and want to do more with us, but they need us to come together on data in return. This is something that is already occurring as evidenced by the data partnerships between members like Global and Haymarket. There’s more to come in this space as we explore these valuable ad hoc data partnerships but there’s also a necessity to deal with the core problem. The problem is that Premium Publishers are not as valued as they should be; we live in a world where context and editorial authority are being relegated to a “nice to have”. This problem is exacerbated by the fact that, whilst our Members are individually excellent at selling their distinctive audience relationships, as a collective we are pretty poor at selling the truth, dynamics and importance of premium publishers and our premium audience relationships.
Module 2 provided an honest and an in depth dive into the challenge of Ad Blocking, demonstrating another area where we need to create actions at a collective level and this will form part of our 2017 campaigns. Modules 4 and 5 covered branded content and responsive UX respectively. Module 5 in particular was, by stages, both enlightening and controversial. Highlights include some brilliant contributions from AOP Award Winners, Susie Boone and Anthony Cuthbertson.
Finally, Module 6, Advertising UX, has given us perhaps the biggest campaign challenge for 2017. John Montgomery, GroupM’s leader on Viewability and Brand Safety, set out their global position and needs. Ben Price of Future, with another Convention highlight presentation, offered the perfect encapsulation of the challenge. We are going to respond collectively to GroupM but also at a day to day trading level, we are going to work on newer fairer trading currencies and conditions. we are going to stand for the user and how advertising works as a user experience. We are going to reach out to ISBA, IPA, Better Ads and most of all to you, to energise the industry in the fight to make advertising a better user experience than it is now and to ensure that you are achieving fair commercial value for the premium audience relationships you create.
All presentations have been uploaded and can be found here. Videos will be added shortly, so keep an eye on your inbox for the Friday Digital Digest.