Location: “Kitchen Table” (private room) adjacent to The Tavern (lobby Restaurant) Andaz Hotel, Toranomon Hills 51st Floor.
1-23-4, Toranomon, Minato-ku
Tokyo, Japan, 105-0001
Tel: +81 3 6830 1234
Our young and eloquent speaker Takeshi Yamaguchi will address one of the crucial business trends of our time:
When online advertising started, we fell in love with it. It was cheap, cheerful and targeted and successful videos could harvest millions of “clicks”.
In recognition of this unstoppable trend, traditional media started to wither and die. No one wanted to pay their rates any more. Good riddance, we all thought.
However, it did not take long for digital prices to rise. In many cases, it was still much cheaper than traditional advertising, but unlike traditional advertising, outcomes were much more opaque.
Indeed, it was not just an uptick in sales which often failed to materialize: the industry was swamped in a tide of jargon and non-traditional measurements which proved very hard for your average marketing manager to understand, and practically impossible for non-specialists.
It is not too much to say that online advertising is now close to crisis. There is huge suspicion towards the “walled garden” of, in particular, Facebook & Google and to a lesser extent Apple and Amazon. The first two companies have 80% of the online advertising market in Europe, for example. Google does not just have 1.5 billion gmail users, a dominant position in search, and the Chrome browser – it now also rolls out physical tablets, PCs and mobiles.
Their scale and convenience is almost irresistible to advertisers. But Facebook nicely illustrates the power asymmetry. It forces advertisers to use its own data management platform (DMP) and its own demand side platform (DSP). This means it installs its own trackers on is customer websites – and then refuses to share the data they generate, only the broad results. These results are based on “unique” methodologies which again are not shared with the client, but which differ just enough from other walled garden providers to make an “apples to apples” comparison impossible.
Facebook even “grades its own homework”, meaning Facebook tells the clients how well its advertising is doing.
As a result of this power, clients have felt bamboozled by metrics such as clicks, impressions and video views which are far too optimistic, as when a video is viewed for just a couple of seconds, but is provided as “proof of interest” to the advertiser.
And online users are upset by their online experience being ruined by intrusive, ceaseless and irrelevant ads.
Yet there is an alternative to this terrifying, GAFA dominated universe…this is known as “independent AdTech” and they provide everything GAFA does not, such as: allowing advertisers to own and import/export their data, transparency, brand protection, and third-party verification.
If you are a CEO curious about where this crucial industry is heading, and how it affects your brand and your company’s advertising budget, you should come to this event.
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