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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Право и СМИ Центральной Азии

Главные проблемы digital-индустрии. Блокировка, фрод, прозрачность: что обсуждают рекламные профи

Transformation 2016, Day 3: L to R: Matt Spiegel, Medialink, Megan Pagliuca, Accuen, Joan Gillman, Time Warner Cable, Matt Sweeney, Xaxis, Eric Mathewson, WideOrbit, Meredith Hall, The Trade Desk. photo by Ari Mintz 3/23/2016.

В Майами проходит одна из самых важных конференций для рекламной индустрии — Transformation. Ее проводит 4A, Американская ассоциация рекламных агентств. На мероприятии собираются руководители из сферы рекламы, медиа, маркетинга и креатива, чтобы обсудить изменения на рынке. Самые важные темы, затронутые в ходе Media Day, попали в обзор AdAge.

1. Мошенничество

Глава Trustworthy Accountability Group (TAG) Майкл Занейс напомнил, что мошенники обходятся индустрии в 8 млрд долларов ежегодно, и это цифры только по США. Его оценку можно назвать завышенной — ранее Американская ассоциация рекламодателей (ANA) и White Ops заявляли об ущербе в 6,3 млрд долларов за 2015 год. В любом случае потери рынка огромны. Гендиректор Американской ассоциации рекламодателей (ANA) Боб Лайодис называл существующий объем преступного трафика «беспределом».

Впрочем, у рекламистов появилась надежда — вопросом фрода серьезно занялись как крупные игроки вроде Google, так и стартапы. TubeMogul даже предложил своим клиентам вернуть деньги, если в трафике обнаружатся «нечеловеческие» следы.

2. Блокировка

Digital-директор Horizon Media Донни Уильямс озвучил шокирующие цифры: 20 млрд долларов — таковы потенциальные потери рынка в выручке. «Я думаю, что конечная цель — улучшить пользовательский опыт, не потому, что мы хотим получить больше дохода, а потому, что хотим более действенную рекламу», — сказал эксперт. Например, Forbes и Washington Post уже изучают, что пользователи считают навязчивым.

Донни Уильямс

Чтобы обойти блокировку, агентствам надо отстраниться собственно от рекламы, считает главный стратег Publicis Groupe Ришад Тобакковала. Миллениалы более сознательно подходят к брендам, чем кто-либо, отмечает он. «Кто сказал, что вы должны рекламировать, чтобы построить бренд», — заявил Тобакковала.

Морис Леви

3. Прозрачность

Дискуссия об отношениях «клиент — медиаагентство» строится вокруг неправильного центра, а именно — скидок, предполагает операционный директор OMD Кэтлин Брукбэнкс. Вопрос открытости бурно обсуждался 4A и ANA, которые даже создали оперативную рабочую группу. Однако, когда дело дошло до нормативов и принципов, сотрудничество сразу «выдохлось».

Брукбэнкс напомнила о практике закупок, о которой давно не говорили в индустрии. Речь идет о модели, когда агентство покупает инвентарь и перепродает его клиенту — в противовес тому, когда агентство делает закупки от лица клиента. По мнению Брукбэнкс, рекламодатели должны знать о такой возможности и понимать все ее преимущества. В первую очередь, от выбранной модели зависит структура затрат.

4. Programmatic

Автоматические закупки ассоциируются с эффективными ценообразованием и расходами. Маркетологи настаивают на продуктивности такого подхода, но сейчас пора двигаться к эффективности.

Ценность programmatic заключается в том, что вы можете выбрать самые «лакомые куски» и заплатить за них больше, объясняет глава торговой платформы Accuen (Omnicom) Мэган Пальюка. То есть выгода автоматических закупок выражается не в низкой цене, а в получении качественной аудитории.

Источник: http://www.sostav.ru/publication/blokirovka-frod-prozrachnost-chto-obsuzhdayut-reklamnye-profi-21585.html

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