Transparency, viewability and brand safety are the three major challenges facing marketers, says Andrew Knott, CMO of NAB.
“An ad should be seen by a real human who is in our target audience in an appropriate contextual environment,” he says adding that the IAB's standards to do not go far enough to ensure that.
"I'm not interested in putting my ad infront of people that aren’t my target audience... Very little of my audience is bots."
Knott was speaking today at AdNews Live! Tackling Transparency in Sydney.
He also touched on the growth and effectiveness challenge facing marketers, the pressure to deliver ROI, and the increasing need to leverage data to personalise marketing.
Knott said he has been on a mission to take NAB from mass marketing to mass personalisation in his first 12 months at the bank, something that was also a focus in his time at McDonald's.
"I realigned my brand to focus on customer segments," Knott said, adding that there is huge amounts of pressure on the modern day marketer.
Zoning in on three issues in the industry, Knott said brand safety, transparency and viewability need to be key focuses of industry bodies moving forward. However, he admitted the hype surrounding brand safety may be overstated.
"Let's not get hysterical about brand safety, but let's make sure we're making decisions," Knott said.
The half-day forum also features two debates where panels of industry experts debated 10 pre-submitted suggestions for solutions to myriad industry problems under the broad banner of transparency.
You can read and vote on those 10 solutions here.
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