What Are The Australian Digital Advertising Practices?
Harry S. Truman, the 33rd President of the United States of America once said, “If you can’t convince them, confuse them.” His words today act as the motto of every marketing agency. While advertising for a product, you cannot be sure if the viewer is going to buy it or not, but to make him think over it is the game in your hands. You, being the advertiser, always have the ball in your court which gives you the lead to win and makes the viewer buy your product. All you need is to play safe.
Marketing in this era has totally gone digital. With the advent of technology, personal interactions are lesser preferred in comparison with the online interactions. The world is now going digital, and so are we. Hence, the need for businesses to understand the importance of online marketing services and moving in the similar direction is inevitable.
Understanding the need of the hour, the major Australian Industry standard bodies, namely the Australian Association of National Advertisers (AANA), the Interactive Advertising Bureau (IAB), and the Media Federation of Australia (MFA) have released the industry’s first agreed set of digital marketing practices in order to support the advertisers, agencies, publishers and various digital platforms in Australia. The US IAB proposed its set of technical standards for digital ads two years before the Australian organization did so, and the UK ad tech launched its Global Standard pledge nine months before the Australian ad industry. Keeping the advertisers in mind, the Australian ad industry has forbidden the ban on autoplay ads; with the motive of challenging the viewers with their thoughts. The digital advertisers are mostly left alone with the question of whether and how their digital investments are going to pay them off. For many advertisers, there is a huge cloud of confusion that leads to lower confidence. Considering such factors, both the advertisers and the consumers have been kept in focus while framing the advertising practices in the Australian market.
The World Federation of Advertisers has also released its Global Media Charter that outlines the ‘Eight Principles for Partnership’ that calls for action from both advertisers and organizations across the media value chain in relation to viewability measurement.
- Digital transparency - For the amateurs in the industry, it becomes a challenging experience to understand the trends of the digital world. Hence, the importance of Digital transparency in the industry speaks for itself. To cut through the confusion and aid transparency in the digital industry, you must take the assistance of online marketing services. These services will make clear and simple information available to you and will build an understanding of the media and various supply chain elements. The offering of various SEO services packages and their usage will help you truly drive business outcomes.
- Viewability - The factor of Viewablity has been granted enough importance in the Australian Digital Practices. It must be noted that an ad cannot be of any use unless it is seen by the consumers. To make your content visible, you must purchase various SEO services packages that will help your website and business grow in the long run. Hence, the Australian Digital Marketing industry has kept itself away from the ban on autoplay ads. An ad seen by a customer, however, is in no way a guarantee for the ad to work well for the business. The hands of advertisers, media agencies, creative agencies and media owners and digital agencies in Australia must all go into making a successful and result-driven ad.
- Ad fraud and safety - Another major issue that works against the advertisers is ad fraud and safety. The advertisers become disinclined towards investing in the ads as it feeds them with the fear of being deceited upon. Ad fraud is basically referring to the practice of fraudulently representing online impressions, clicks, conversions or data with the motive of generating revenue. It distorts the media results and wastes marketing dollars as nobody has seen the ad. Brand safety refers to protecting the brand from exposing it to any harmful or unsafe environment.
- Transparency of data - Respecting the transparency of data helps organizations protect their brand image and build trust with the consumers. Since the organizations have access to important consumer data, it is of utmost importance that the data is kept safe and clear of any harm. Maintaining the best practices of privacy and security and complying with the laws will help protect the brand and safeguard customer confidentiality.
To conclude, the practices brought in by the Australian Advertising market are in favor of both, the advertisers and the consumers. This should promote the result-driven approach towards the digital marketing industry and benefit the Digital agencies in Australia.
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