MERCADEO Versión en español
Bob Liodice from ANA: With as many challenges as our industry has, we have a growing abundance of opportunities
Manuela Walfenzao| 19 de octubre de 2015
The 2015 ANA Masters of Marketing Conference was held in Orlando, Florida and had 2,800 participants. Bob Liodice, CEO at ANA, offered an inspiring program with the best stories and experiences in marketing. Unresolved topics, such as ad clearlisting, ad blocking, ad fraud, and alleged secret payments to agencies were hardly mentioned during the event.In the kick off of the main conference, Liodice said that “Although our industry is working on legal and technical recommendations, we must swallow our pride and recognize that ad blocking represents consumer outrage over a diminished user experience”. The IAB explained this point in depth and made some suggestions for advertisers.”We messed up” said Scott Cunningham, senior VP-technology and ad operations at the IAB. “As technologists, tasked with delivering content and services to users, we lost track of the user experience”. Among his recommendations to fix the situation are: make smaller ads so they load faster, better protect user privacy and reduce the number of ads on web pages. “for faster loading, better protecting user privacy and security, letting people opt out of tracking, reducing the number of ads on web pages, “If we are so good at reach and scale, we can be just as good, if not better, at moderation” said Cunningham. After these Liodice changed the topic and gave start to the talks on inspirational stories focused on experiences that have gone right, “With as many challenges as our industry has, we have a growing abundance of opportunities.”
