Econsultancy shares five biggest words in advertising
Econsultancy columnist Dale Lovell has shared five biggest words in advertising that he discovered while attending the IAB Leadership Summit at Sopwell House, St Albans.
Lovell says, “The event operates under the Chatham House rule, so I will not be naming names or revealing too many gory details about what was discussed in the seminars, talks, lunches and bars of the venue over the two days. But as I talked with attendees, listened to talks – and chaired the branded content town halls – a few key words kept sticking out.
I’ve listed these below, in no particular order.
1. Transparency
This word was used again and again and could well be the industry buzzword of 2018. From retainers to margins, tech fees to creative costs, transparency is the word. Advertisers want to know where the money goes – they know it goes somewhere – and want more and more transparency across the advertising supply chain.
Expect more to come on transparency as the year progresses.
2. Collaboration
This was a big part of the branded content town halls that I chaired, but also clear from wider conversations, too”.
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