Advertising Today Takes Three Ts: Trust, Truth, and Transparency

Before attending three sessions from Verizon Media specifically focused on various aspects of trust I ventured into other sessions where trust permeated the discussion In a conversation with Altice and a4 for example Sarah Baehr executive vice president and cochief investment officer at Horizon Media got a huge laugh of recognition from the audience when she talked about the natural skepticism that comes after meeting with many media data and ad tech vendors and the need to tease out what is really meaningful quotNo one ever comes in and says 39We39re the thirdbest at this39 or 39We39re working towards that but we39re not there yet39quot she said quotIt never happens It would be refreshing to hear absolute truth like thatquotA Monday session featuring ABC Contributor and former New Jersey Governor Chris Christie got me thinking about honesty and transparency quotLet me explain something as a recovering politicianquot Christie said quotWhen we don39t answer a question it39s mostly because we know the answer is something you won39t like It39s that simplequotAnd when ABC39s Rebecca Jarvis who was moderating asked how he squares that with smart and wellinformed voters he answered that the reason is based in how politicians think quotThey think 39The longer I don39t tell you the more you may give me the benefit of the doubtamp823039 and maybe you won39t figure it outquotAny media buyer who has worked with a medium where salespeople websites or marketing materials are full of buzzwords but aren39t clear about what39s being offered will recognize this type of thinkingThe next day a session titled quotThe Future is Transparent Building Trust in Ad Techquot should have made the theme clear to me The panel moderated by Vijay Rao vice president and head of platform sales and strategy at Verizon Media featured executives from AnheuserBusch CBS Interactive Fox OMD and Publicis They discussed bringing increasing levels of openness to programmatic advertising including fee transparency measurement transparency and supply path optimization They also touted the benefits of brandsafe measurable premium content as well as standardization and collaboration across the industry for advertisers of all sizesImmediately following that session was quotTrust in Innovation Disruptive Brands in a 5G worldquot a panel moderated by Jeff Lucas vice president and head of North American sales and global client solutions at Verizon Media That one started off with the theme of trust with Lucas asking the panel about what it takes to develop brandbuilding creative work Burke Morley Purple39s vice president of brand and executive creative director answered simply quotConsumers are so wellinformed nowadays that the work must be based on truthquotThe panel discussed the idea that messaging that is true relevant to the audience and grounded in real customer insight is most likely to attract a consumer39s attention Panelist Rachel Rayne Toyota39s head of nameplate marketing explained that using key consumer insights led to a campaign for the Toyota Camry executed with Verizon Media that generated over 30 percent lift in brand recallOn Thursday morning a late train kept me from seeing the second session of the week featuring Elizabeth HerbstBrady Verizon Media39s vice president US field sales and Viacom39s executive vice president ad solutions Valerie Bischak Their panel discussion focused on monetizing content And thanks to Advertising Week39s streaming capability I didn39t miss hearing HerbstBrady39s opening statement which summed up why I39d heard so many Verizon Media executives talking about trustquotVerizon Media is founded on the pillars of trust and innovation We bring it to life by focusing on brand safety diverse insight and connected channelsquot HerbstBrady talked about how trust and transparency are coming to the fore now and that curated and professionally produced content is critical to gaining the trust of advertisersThe idea that stuck with me on that panel was from Bischak who said that trust goes both ways amp8212 and that brands that trust their media partners and share a complete picture of their needs get better advertising quotWe can be more successful in delivering results if we understand the bigger picturequot she said quotThe partners that share that deeply we39re able to do better work for themquotOthers picked up on the trust theme too amp8212 including the conference39s biggest celebrity session featuring athlete and entrepreneur Serena Williams touching on the theme in conversation with Verizon Media chief executive officer Guru Gowrappan Williams discussed the challenges of building a brand that is authentic to her values And echoing Bischak39s sentiment emphasized the need to work with trusted partnersIn an industry where trust is paramount to performance it was inspiring to hear so much importance placed on ensuring that agency brand and media partnerships are steeped in building and maintaining itClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Advertising Today Takes Three Ts: Trust, Truth, and Transparency

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Kathy Newberger

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Advertising Today Takes Three Ts: Trust, Truth, and Transparency

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Kathy Newberger

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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