MERCADEO Versión en español
93% Of CMOs Overhaul Digital Strategy In 2017 Amid Brand Safety Concerns
Liz Unamo| 29 de noviembre de 2017
Emi Gal, CEO de Teads Studio y Group CMO de Teads
New research from Teads reveals that CMOs at large brands in the U.S. have made drastic changes to their digital marketing strategy in the last 12 months in response to growing concerns around brand safety, transparency and ad fraud – with 48% reviewing relationships with suppliers and 55% reviewing agencies.Less than a year since Marc Pritchard’s speech on brand safety rocked the industry at the IAB Leadership Conference, and just eight months after The Times exposed how ads were appearing next to terrorist content, the study reveals how CMOs and marketing VPs at large companies have responded.In the last twelve months, more than three fourths (78%) of marketing heads say they have become more concerned about brand safety, with 77% more worried about ad fraud than before.In response to these concerns, 93% of CMOs say they’ve overhauled their digital strategy. Nearly half are demanding greater transparency from suppliers and agencies, with 48% questioning their supplier relationships and 53% re-examining their agency relationships.In the future, 98% will choose agencies or suppliers based on their ability to prove brand safety and transparency. Almost a third (30%) have boycotted or reduced spend on channels that can’t guarantee brand safety and 60% of CMOs say they are now directly involved in the execution of digital strategy. Over a third (34%) now book campaigns direct with suppliers rather than relying on agencies, and half of CMOs (50%) are even considering taking ad buying in-house.Emi Gal, CEO at Teads Studio and Group CMO at Teads, said “2017 is the year of change within the advertising industry. The entire digital community was shaken by understanding just how much ad fraud is taking place. As a result, Teads has been focused on ways to make the advertising industry a cleaner and safer environment.
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