Hope

But I can offer hope Hereamp8217s my 2022 list of eight Are there still grounds for hopeWe get back to simplicity to being creativeStarted to happen and needs to continue The good work by the attention guys Karen NelsonFieldamp8217s Amplified Intelligence and Mike Follettamp8217s Lumen among them has brought the importance of how audiences consume channels as well as how many of them do the consuming into focusIt39s an important first step in the battle against the amp8216biggest number wins whatever elseamp8217 brigadeSometimes the most creative wins and if we can quantify that with some easytounderstand metrics so much the betterLess prattle more precisionItamp8217s sad how many conferences and many trade papers are still full of people selling not shedding light Many conference organisers pull off the impressive trick of being paid twice Once by those buying a slot to speak once by an audience thinking theyamp8217re hearing from the best as opposed to from those with the deepest pocketsSometimes these are the same people often theyamp8217re notIn the week after Jeremy Bullmoreamp8217s death we should all take the time to read and learn from truly the bestYou could do far worse than make a resolution to starting your day with a Bullmore Hereamp8217s howLess selfinterest more collaboration to deliver business goalsPositive signs as that onceendangered species the agency planner regains some primacy over their costatallcosts colleaguesThere are even rumours that FB Google et al are rethinking amp8216attributionamp8217 into something more sensible and aligned with business goals not just their business goalsI would extend this to the market research business We need less research done to feed some meaningless internal dashboard and more research feeding into models seeking to explain business resultsIf youamp8217ve got something to say say it I may be optimistic but I see more agency people more prepared to break cover Maybe itamp8217s because their clients are becoming more vocal more critical of the state of the online media world in particularIt was four years ago that Mat Baxter got into trouble with his employers at IPG for daring to criticise Facebook IPG was an early stage investor in FacebookIamp8217m not sure that would happen today although those hiding behind socialmedia pseudonyms may not agree with meLetamp8217s focus on what truly matters even if it doesnamp8217t involve a trip to Cannes or Las VegasI think weamp8217re failing here and in one area quite spectacularly Fraud is the biggest problem we face as an industry for dozens of reasons and yet the agencies their advertisers the trade bodies all look the other way and focus on diversity and sustainabilityThese are of course important societal issues and well done everyone for highlighting the issues but on a pure moneyatrisk basis fraud is the 800pound gorilla the existential threat that noone wants to talk aboutIamp8217m hoping more client CEOamp8217s and journalists whose jobs are ultimately at risk enter the discussion take action and make 2023 a year of progress against the fraudstersMore truly international advertisers committing to doing it differentlySuitably vague but Iamp8217ll claim progress ISBAamp8217s Origin is to be praised advertisers have become involved in audience measurement and thatamp8217s a good thing for all sorts of reasons not least because those who pay should play an active role in decisions made around how their money is spentISBA has moved Origin along and have attracted a top talent in Tom GeorgeThe broadcasters whose lack of involvement is frankly baffling need to get with the programme2023 will be a year of solid achievement for ISBA and OriginTactics arenamp8217t the same as a strategyTheyamp8217re not StillMaybe in 2023 some salespeople and trade journos could go on a course to learn the differenceIn 2023 we are all going to have a tough time Ad revenues will struggle If weamp8217ve failed to convince with the amp8216investment not a costamp8217 message in the good times itamp8217s hard to see how weamp8217ll make that stick in a recessionI will make one prediction advertisers will fall outoflove with social media platforms and will rediscover the benefits of media forms comparatively free of fraud and comparatively free from hateIn other words context will matter even more Programmatic providers should take note adjust and tweakAd spend will increasingly follow what works not unverifiable numbersBelatedly amp8211 Happy New YearClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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