Our CRO Craig comments on the opportunities for trusted and transparent platforms like Ozone in the wake of the Facebook boycott…
Thursday 2nd July - first published on Mobile Marketing
Full comment from Ozone’s CRO Craig Tuck below:
While the current boycott is a very real issue for both social platforms and advertisers, it appears that today's climate has accelerated a move by marketers which has long been in the offing. The major societal shifts we've seen as a result of the pandemic and the need to tackle rising hate speech have been met head on with some major challenges in digital advertising around brand safety, compliance and accountability. In many ways it's created the perfect storm for advertiser reappraisal.
Since the inception of Ozone, the conversations we've had with clients have been remarkably consistent in their ask. They want to be closer to premium publishers and content creators, they want greater transparency across the digital supply chain and they want their ads to appear in trusted, safe environments; all of which our business was built to deliver.
The major tech platforms have historically had the upper hand when it comes to ease of transaction and delivery of scale, however, through alliances like Ozone, marketers can now have a single point of access to broadcast opportunities in other digital channels. In fact our monthly adult reach of 45.1m UK adults – of whom we see 63 per cent everyday – is on a par with Google and is consistently greater than Facebook. And it's not just Ozone, you only have to look at Global's DAX or News UK and Bauer's Octave Audio platform as two examples of alternative scaled plays coming from premium media environments.
There's no denying that platforms like Facebook can offer advertisers a very powerful growth channel when used in the right way, but there have long been questions over the impact of the company's dominance, particularly when combined with that of Google, on the wider advertising ecosystem. Even before we went into lockdown, advertisers and their agencies were acknowledging the part they had to play in creating a sustainable media industry that provides quality, trusted environments for brand advertising to appear in. It appears now more than ever that advertisers are realising the responsibility – and power – they have to instigate the change they want to see.
