British advertisers tackle media challenges

On 8 March, the Incorporated Society of British Advertisers (ISBA) organised the 29th ISBA Annual Conference in London, gathering more than 300 senior professionals from the UK advertising and media industry.

Under the theme "Future Inspiration, Impact Now", the conference tackled pressing industry topics such as transparency, data, capability, collaboration and artificial intelligence.



Some key learnings from the ISBA conference:

• On transparency and trust: Transparency is the key building block to trust. The industry needs to work together and do what it 'should', not what it 'can'.


• On cleaning up the digital media supply chain: Progress in issues such as fraud, viewability, brand safety and measurement is too slow. Brands are not as engaged in media-related governance issues as they should be.


• On the importance of a quality media environment: Advertisers should ask themselves if their actions, whether through lack of governance and oversight or chasing the lowest cost, threaten to undermine the media edifice and long-term brand health.


• On marketing capability: The most vital qualities for marketers in the future will be curiosity, agility and a preparedness to fail.


• On data: The key to getting consumer consent will be transparency. Correct data protection procedures can transform business models for the better and give businesses a competitive advantage.


• On education: Advertisers need to educate themselves on the workings of the digital media system. The CMO has a vital role to play in educating his or her marketing colleagues.


• On innovation and collaboration: Internal and external collaboration can drive innovation. But it needs to be driven from the top.

More on the learnings from the conference can be found here.

For more information, visit the event website or contact ISBA.