National World plc’s Post

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Speaking today at the annual LEAD conference, Ofcom's Lord Michael Grade made an appeal to adland for critical intervention which Outvertising welcomes wholeheartedly. We have spoken extensively about the relationship between advertising spend and harmful content, with brand media-buying activity carried out in such a way as to directly (if inadvertently) fund an enormous surge in transphobic media, with tragic consequences. Lord Grade’s assertion that advertisers have “unique leverage in the fight against harmful content” and a particular imperative to “get ahead of the harm” reflects Outvertising’s theory of industry change. Advertisers are key but unengaged actors in the broader battle against the virulent denigration of minorities in our newspapers, broadcast and social media. That denigration drives attention, which in turn is sold to agencies and brands on opaque exchanges, often in a process known as ‘dark pooling’. This system has led us to where we are today. Love is love, but money talks, and that money needs to find its voice now. Advertisers must identify their values, stand by them, spend by them, and show leadership to others both in and out of adland. He is right to identify the reputational risks to advertisers if our processes remain unreformed, and that X’s commercial headwind following the flight of its advertisers is a self-inflicted consequence of gutting trust and safety on the platform. Advertisers are growing wise to the need for transparency and accountability and fiercely values-driven spend as one solution to a rapidly-deteriorating environment for LGBTQIA+ people. This needs to go further and happen faster. The theme of this year's LEAD conference is “responsible growth”; this goes to the very heart of Outvertising’s mission. For too long, advertisers have prioritised commercial outcomes from leveraging ‘dirty attention’ over their ethical obligations to tackle bigotry and intolerance in the media where they advertise. The future demands a better way of doing business. We will continue to push for the necessary reforms to realise Lord Grade’s clarion call, and we invite our friends and allies to do the same. You can read more about Grade’s call to action on Campaign: https://lnkd.in/ez-8tvKq

It's always great to see my colleague Aulden KayeYi's insights recognized in the industry. Check out her thoughts on FAST and political advertising in this Magnite blog post.

I *truly* admire the brave and noble-minded individuals that are fighting for a better ad ecosystem. But I think that very few are sufficiently articulating the inevitable trade-offs, including the 2nd and 3rd-order consequences, which will impact citizens and society at large in numerous ways, and quite possibly do more harm than good. This is why I think we need to be transparent about what *exactly* we want to see happen with the ad-supported media ecosystem, honesty articulate & understand all of those trade-offs, and then collectively decide (as a democracy does) if/how to proceed to maximize the benefits and minimize the harms. You want to end surveillance capitalism AND get rid of obtrusive ads AND maintain free access to quality content (including the expensive news journalism critical for society)? I'm sorry, but we cannot have our cake and eat it too. We have to strike the right balance between consumers, advertisers, and content creators. Any maximalist position that doesn't acknowledge that is unlikely to succeed, or will end up creating a system that is even worse than what we have today (which is plenty bad as is). P.S. For anybody interested, in this post last year I tried to articulate my hopeful vision for how a return to quality-based ad measurement in a privacy-safe world could restore that ecosystem balance, and how it would effect the 3 main constituents: https://lnkd.in/eH3bfGSt

🚨 As political ad spending ramps up during election season, it’s crucial to understand how it can impact your digital media campaigns. Some major highlights... 📈 CPM Increases: CTV CPMs can jump by 20% during elections—and even more (up to 40%) in competitive markets. If you’re running CTV campaigns, make sure you enable bid shading to win impressions without driving up costs too much. 🌍 Geographic Focus: Swing states see the biggest CPM spikes, so think about expanding your geo-targeting or shifting budgets to display or native ads, which are less affected. 💡 Inventory: Popular CTV platforms like Peacock and ESPN tend to sell out fast. Secure your inventory early and consider open exchanges to ensure full delivery at lower CPMs. Read more pro tips from Basis and plan ahead! #PoliticalAds #CTV #DigitalMedia #ElectionCampaigns #BasisTechnologies #ProgrammaticAdvertising

The Power of Local Radio Advertising 🎶📻💰 Tired of chasing after the latest marketing trends? 🤯 Don't overlook the OG of advertising: local radio! 📻 It's like the reliable friend who's always there for you, even when the algorithms change and the trends fade away. 🌟 Take a read of our article on the importance of local radio advertising https://lnkd.in/eeS_qXUB #RadioRocks #BacktoBasics #OldButGold

Attention all you amazing Media Buyers, Planners and Media leaders please take a read.Terrific piece by Scott Stewart in North America's fifth largest newspaper. 'Now is the time for our industry to reflect on the positive impact we can make by better supporting local media'. ..'A healthy democracy and society is not possible without healthy local media'....'This is in the public interest, and in the end, it's in the interest of advertisers, too.' https://lnkd.in/gwzq65yY

Radio is a powerful media multiplier. It expands reach when ad campaigns include it with other tactics. #radio #radioads #localmedia https://ow.ly/A0Zp50RqRk9

TV is still the primary source of news this year, followed by online channels 📺 As such, paid, owned and earned media are essential elements of a nonprofit’s overall communication strategy 📰📱 Learn more here 👉 https://lnkd.in/eqJQZs49

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