Pharmaceutical giant, GSK is the latest advertiser to undergo the Advertising Experience MOT, launched last year by the ISBA, in partnership with consultants Derek Morris and Nick Manning.
GSK’s senior media director, EMEA, Jerry Daykin told the Reset 2021 conference that he had invited Morris and Mediatel News columnist, Manning into his business in order to understand where they can improve in areas such as ad bombardment and the user experience, while also emphasising to GSK’s agency Publicis how important trust and frequency control are to the business.
Speaking on a panel hosted by Campaign’s UK editor-in-chief, Gideon Spanier, Daykin said: “We’re not perfect so we’re keen to understand learnings and opportunities and where we can improve. I’ve found the MOT process helpful in sparking conversations with Publicis and bringing these issues to the fore. We’re currently waiting on our MOT report but I would highly recommend it to other brands.”
The Advertising Experience MOT was launched following last year’s ISBA Annual Conference, which concluded that loss of trust remained an existential risk for the advertising industry, and that advertisers should engage with measurement, particularly of frequency since bombardment was the major factor in consumer alienation.
As a response, the Advertising Experience MOT was launched as an independently verified test of a company’s approach to safeguarding the consumer, avoiding advertising bombardment and wasted investment.
It tests how welcome a brand’s advertising is in people’s lives, measures business effectiveness against efficiency, assesses the visibility of where ads go along with their impact and exposure, and what resources are in place to track measure and manage.
Kerry Chilvers, brand tribe lead at Direct Line Group also spoke as part of the Reset 2021 panel, having been the first advertiser to undergo the Advertising Experience MOT last year.
She said: “It was extremely helpful to gain an external perspective of our systems and frequency. It gave both Direct Line and our agency MediaCom a true understanding, and has helped us to reinforce our culture and approach on the areas we do well.
“For the future, I’d like to see more brand advertisers sharing best practice. There’s a lot we can share about how our systems work to prevent excessive volumes of ads. We all need to share more learnings with those brands who may not have the same resources that larger advertisers have so that they too can apply good practice and together we can improve long-term trust.”
