2021-08-01-IAB,accenture-伟大的重置_数字广告行业的新剧本（英）_25页_3mb

The Great Reset: A Playbook for the Digital Ad Industry

Core Content

The document outlines "The Great Reset," a strategic initiative for the digital advertising industry, focusing on adapting to a rapidly changing ecosystem driven by privacy regulations, technological advancements, and the lingering effects of the pandemic. It presents 11 key actions for ad sales leaders to navigate these challenges effectively.

Main Points and Key Strategies

1. Reimagine Trust

• Create a plan to analyze current non-authenticated users and model their behavioral and demographic profiles using existing cookie data.
• Establish ad-buyer trust in measurement and reporting metrics by using established solutions or forming partnerships.
• Layer trust into the customer experience by aligning messages, images, and user journeys with their needs.
• Build a list of value exchanges that incentivize users to authenticate with the company.

2. Address Sales Workforce Challenges

• Create a checklist for when in-person client interactions are appropriate, considering the prevalence of virtual tools.
• Identify the benefits of remote work and integrate them into the workforce experience.
• Review and enhance training programs to include skills related to virtual selling and emerging technologies.
• Evaluate team versatility and implement cross-training to support dynamic segments and channels. Address gaps in team collaboration.

3. Rethink Sales Tools

• Evaluate data-driven insights across teams to identify new opportunities for enhancing buyer interactions.
• Segment buyers by category, size, and behavior, and align with appropriate tools for each segment.
• Identify emerging channels and formats, such as audio and shoppable content, and determine the right approach for each.
• Leverage AI and machine learning to improve targeting and reporting, and to create more personalized ad experiences.

Big Challenges in the Ad Ecosystem

1. No more cookies: The phase-out of third-party cookies is forcing ad sellers to rely more on first-party data, which is more valuable but harder to collect.
2. Blurring lines of media companies: The integration of social media influencers with traditional ad inventory complicates audience targeting and media mix modeling.
3. Impact of the pandemic: Accelerates the shift to performance-based advertising, virtualization, and increased demand for transparency and personalization.

Critical Responses Needed

• Reimagine trust by creating more authenticated audiences and ensuring transparency in data collection and usage.
• Address sales workforce challenges by building agile, versatile teams and adapting to remote work norms.
• Rethink sales tools by utilizing AI, automation, and emerging technologies to improve efficiency and effectiveness.

Strategies for Building Trust

• Test and learn new approaches to identifying consumers and their preferences while cookies are still available.
• Leverage first-party data and AI to create rich user profiles and improve targeting accuracy.
• Offer clear value exchanges to users in exchange for their data, such as personalized offers and exclusive content.
• Collaborate with partners to enhance measurement and reporting capabilities, especially for those unable to develop them in-house.

Sales Workforce Adaptation

• Adapt to remote work by focusing on hiring the best candidates regardless of location and utilizing external talent.
• Educate teams on new tools and platforms, especially in areas like ad storytelling and social media.
• Segment clients based on their needs and spending habits to provide tailored support, with self-service options for SMBs and light spenders.

Leveraging Technology

• Use AI and ML to analyze data, improve targeting, and create high-value ad experiences.
• Implement automation for repetitive tasks, allowing sales teams to focus on strategic client relationships.
• Explore emerging formats like audio and shoppable content to stay competitive and meet evolving consumer preferences.
• Educate clients on new ad formats and their consumption patterns to ensure effective adoption.

Future Outlook

The digital ad industry is at a crossroads, with the death of cookies, blurred media lines, and the ongoing impact of the pandemic reshaping the landscape. Ad sales leaders must embrace agility, flexibility, and creativity to thrive in this new environment. The future is promising for those who can adapt and innovate.

Authors and Contributors

• Sheryl A. Goldstein – EVP, IAB
• Peri Shamsai – Managing Director, Accenture
• Sonia V. Gupta – Managing Director, Accenture
• Mark Flynn – Global Research Lead, Accenture
• Louise N Barrere, Suzanne Broadley, Justin Cadiou, David Cohen, Lisa Davis, Matt Fanno, Deleela Jones, Carryl Pierre-Drews, Alexus Smith, Jonathan Weitz – Additional contributors

About IAB and Accenture

• IAB (Interactive Advertising Bureau) is a trade association that supports the media and marketing industries through research, education, and technical standards.
• Accenture is a global professional services firm with expertise in digital, cloud, and security, offering a range of services to help clients succeed in the evolving ad landscape.

Disclaimer

This document is for general informational purposes only and does not consider the reader's specific circumstances. It may not reflect the most current developments and should not be used as legal or regulatory advice. Readers are advised to consult their own legal counsel or licensed professionals for such guidance.