Let’s work together to secure the future of advertising, urges OMG Australia’s boss
Omnicom Media Group’s Peter Horgan called on industry bodies to work across traditional and digital channels to secure the advertising industry’s future at YouTube’s Brandcast event in Sydney last night.
Following a year of brand safety difficulties for the platform and the announcement of a suite of advertising tools the night before, Google used the event to showcase YouTube’s offerings to Australian marketers.
Jason Pellegrino, managing director of Google Australia and New Zealand, at Brandcast 2017.
“We need to do a better job to control ad placement on our platform. We’ve worked with you to make changes to our controls, our enforcement and our policies to make the platform even stronger,” Pellegrino said.
“You have all taken the time to work with us to find out what works best for your brands. These conversations have not only made our relationship stronger but they have enabled us to more deeply understand your brands. It’s helped make YouTube a better place for advertisers, users and creators.”
Horgan, Omnicom Media Group’s CEO for Australia and New Zealand, warned against making a false divide between the “the world of digital versus traditional”.
“Don’t get distracted by attention-grabbing research or a shiny new piece of technology. I won’t pretend the landscape isn’t fragmented, but in a changing landscape the fundamentals remain the same,” Horgan said.
“As a custodian of our clients’s brands, it’s important that we are not drawn into taking sides. We need to ensure we hold all publishers, content owners and technology companies to the same level of transparency and accountability.
“We need to ensure the foundation of media – traditional, digital, however we choose to categorise it – is in robust and vigorous health.
“Tonight I call upon Oztam, the IAB and Nielsen to continue on the significant progress made this year to cut through the noise and offer advertisers the most rigorous and robust systems of measurements they can.
“Let’s work together to secure the future of our industry,” concluded Horgan.
