Oceans of Ad Data Failing to Drive Business Growth: ANA's Liodice

April 17, 2018

By Robert Andrews

ANA CEO Bob Liodice explains how ad data is failing to drive business growth. Beet.TV

Advertisers now have an arsenal of tools with which to make and buy ads, and a plethora of platforms with which to measure them. But one outcome that is sorely lacking, according to the man who speaks for big-brand marketers? Advanced ad tools are not driving actual business growth.

In this video interview with Beet.TV, ANA CEO Bob Liodice says innovation and enhanced creative possibilities are great. But, he asks: "How are they really translating into improved business building models? This is fundamentally important because, if you look at last year's Fortune 500, 42 percent of those companies listed had declining revenues, 53 percent are declining after tax profits. So, we're kind of failing as an industry.

"We can't keep beating our chest saying, 'We've got all these new tools, all of this information — and yet we're declining'. Where is it getting us? It's not getting us into the place we need to be."

Liodice's comments are a useful macro assessment, and a scathing critique of the broad value of many of the key developments in digital advertising.

What is the cause? Liodice laments a "fractionated" industry in which, after years of tub-thumping, there still is no common, consistent system of governance for measurement. He suggests marketers are swimming in data but, lacking a consensus basis on which to understand its implications, end up resorting to "homegrown" measurement systems, which frequently don't provide key indicators like attribution, cross-platform analytics or plug in to existing practices that can support decision-making.

"What do we end up with?" Liodice asks. "We end up with a very, very low-growth mentality, because we're making decisions on the fly.

"We need to know how they're translating into business growth. That's the next phase of what we're really trying to get at."

Watch the video for the full interview.

 

Robert Andrews was the senior editor, international, at paidContent and GigaOM, where he reported and analyzed innovation and strategy at the collision of technology and media. He previously worked with BBC News, Wired News, Econsultancy, and Journalism.co.uk, has taught online journalism, and helps companies benefit from online editorial opportunities.

 

Thanks to Beet.TV for originally publishing this perspective.


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