The content where advertising fraud is registered the most is on video, in up to 20.4 per cent of the cases
For 2018, Unilever raised revenues by 50 thousand 982 million euros worldwide
Advertising represents up to 12.5 per cent of digital marketing budgets
It seems that every month new strategies for digital fraud are discovered. In March it was revealed that companies can not make their campaign results transparent even within mobile apps. This phenomenon has caused several companies to begin to rethink their approach to ads within online platforms. Some brands, such as Unilever, are already considering personally controlling their advertising channels.
This was stated by the company in a statement. Unilever introduced its Trusted Publishers system. According to the multinational, the objective of the project would be to work together with the digital media community and advertising platforms on a global, regional and local scale. The initiative would not only allow them to guarantee that their ads are viewed by people and not by robots. In addition, it aims to create a more positive experience for the audience.
According to Keith Weed, director of marketing and communication at Unilever, trust must be rebuilt throughout the digital advertising industry. For years we have been clear about what we want to see online. More confidence among consumers through greater transparency in digital platforms. Also, more effective use of resources such as time and money and better online experiences for all.
A transformation of digital advertising
The Unilever initiative reflects a preoccupation with the priorities of numerous brands and companies. The clients of the main social networks are flying to channels like Twitter and Snapchat since the big platforms can not even protect their own reputation. In addition, models that charge by conversion and not by impact are becoming popular. The perfect example is Amazon, which doubled the advertising profits in 2018.
And it is important to note that Unilever is not the only company that is taking the advertising environment in their hands. Flipkart, an ecommerce firm in India, announced in 2016 that it would open its own ad platform for its service and brands on its site. He even promised that he would open his commercial offer off his page, granting diffusion options to companies within the real estate, telecommunications, and other industries.
You could also draw a parallel with the transformation that is being seen in the video streaming industry. There are more and more content producers for whom the platforms of Amazon Prime, Netflix and other agents are falling short. In addition, it is more convenient to have control of the advertising strategy. Not only is an external agent prevented from committing fraud. Being in charge means, worth the redundancy, that the rules can be dictated.
But the Unilever initiative also has disadvantages. Despite its experience, it is not a company specialized in advertising. Must ally with experienced platforms or hire highly trained personnel in the field. If not, the impact of its brands would be affected in the short term. In addition, you must create attractive transparency criteria for your allies. That is if you want the project not only to be an internal solution and to become a business unit.
Also published on Medium.