#BigPic16: A View From The @4As
Gail Chiasson, North American Editor
Bill Tucker, executive vice-president media and data practices, American Association of Advertising Agencies, gave the attendees at the 2016 TAB/OAAA Conference and Expo last week in Boca Raton, Florida, a list of the priorities of the 4As.
“Digital and technology have transformed the landscape,” said Tucker. “The consumer has more control over media. Media agencies are now centred on technology, data, and realtime content delivery.
“The 4As have set a list of priorities to be dealt with, including:
- Ad blocking;
- Digital supply chain criminal activity;
- Viewability;
- Cross platform measurement;
- Trust & transparency;
- Media pitches;
- Talent and diversity.”
In terms of the activity involving the digital supply chain, Tucker said that, for online digital, fraud is the big issue, along with content theft, malware and more. They are all costing.
In terms of pitches, he said that some clients haven’t asked for a pitch in 10 years, but now, more pitches are expected.
He said that there is a need for better data attribution; more education; better proof of performance; and that there is a need for faster transactions – ie. in realtime – adding that the 4As will cooperate with TAB and OAAA on these issues wherever possible.
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