Email content not fully displayed? View this email in your browser 

ANZA Newsletter Banner

Hi :Person_firstname:

Social media has provided marketers with exciting opportunities to interact with existing and new consumers and to create a network of brand champions. With that has come debate on the appropriateness of advertising messages through social media, the ability for young people to be impacted negatively, and the effectiveness of self-regulation in the social media space.

Lobby groups have zeroed in on social media, looking for evidence of failing of our self-regulatory system. The Foundation for Alcohol Research and Education, for example, recently highlighted what it termed as the ‘extensive’ use of Facebook by alcohol brands. We have seen reports from Sydney and Otago Universities arguing that social media sites ‘contribute significantly to the marketing of junk foods to teenagers’. These raise questions that public health advocates feel have not been addressed by self-regulation.

In fact they have been addressed - on two levels. The ASA’s Code of Ethics sets the standard for marketing communications to be legal, decent, honest and truthful, prepared with a sense of obligation to the consumer and society. This applies to all media – traditional, new, emerging – whatever the category, communications via social media are covered. Underpinning this, the ASA’s Guidance Note on Social Media clearly lays out advertisers’ responsibilities, and all advertisers should be aware of these.

Elsewhere in this month’s Members Newsletter, we question whether your online ads get viewed. We discuss the recent RBA audience research cancellation and the issue of research bias and scientific integrity within public health advocacy and we also have content insights from the man behind the famed Evian campaign in our Video of the Month.

To stay up to date with all the news from ANZA - be sure to follow us on Twitter or LinkedIn, or visit our online blog - ANZA says.

 

Lindsay 

Signature
Lindsay Mouat
Chief Executive

Email Lindsay  Follow ANZA on Twitter  Follow ANZA on LinkedIn
  Lindsay Mouat

 

 
 Online Viewability - Just who
 does see your online content?
 

Online ViewabilityIf there’s a dominant theme in interactive advertising globally at the moment, it's viewability.The issue of whether an ad is deemed ‘in-view’ to customers (and what is meant by in-view) has become almost endemic in the advertising market, and brands are increasingly scrutinising the viewability of their ads as their digital spend continues to rise.

So what are the issues about viewability?

 
 Have your say about the Advertising
 Standards Authority - Complete the Survey
 

Online ViewabilityA final reminder to ANZA Members that if you have yet to complete the Advertising Standards Authority survey, please to do so by 20th March.

As the industry body responsible for overseeing the self-regulation of the advertising industry in New Zealand via the Advertising Codes of Practice, the Advertising Standards Authority (ASA) wants to ensure it provides industry and the public with an effective service.

Whether you have had to respond to an ASA complaint or not it is very important that the ASA hear from a cross-section of advertisers, so we would be grateful if you could find five minutes to support industry self-regulation by completing the survey which you can access at this link: https://surveys.researchnz.com/mrIWeb/mrIWeb.dll?I.Project=W4673.

Thank you if you have already completed the ASA survey.

 
 Radio Audience Measurement
 

Radio Audience MeasurementANZA was disappointed by the announcement from the radio industry that the Q1 sweep of metropolitan markets was to be cancelled ahead of a tender for new radio audience surveys.

While ANZA always welcomes steps to improve audience research methodology in any media, this announcement left advertisers and their media agencies in a compromised position making media planning decisions based on out-of-date data.

For that reason we welcome NZME. Radio’s announcement that they would directly fund an independent audience survey to fill the gap.

More on the cancellation and new independent survey here.

 

 
 Research Bias at Odds with Scientific Integrity
 

Research BiasIn recent times ANZA has observed a growing tendency to attack the integrity of research funded by industry as a means of public health advocates trying to control the message.

A recent example was the British Medical Journal (BMJ) in expressing its zealous disapproval of “the sugar industry and related companies responsible for many of the products blamed for the obesity crisis” by attacking the scientific integrity of academic nutrition researchers. The BMJ featured no less than four articles — all by the same journalist — that depict “a web of influence” and claim that an “evil” industry is “biasing the science”.

Diana Garnham, Chief Executive of the UK Science Council, published a blunt response to refute these claims, although regrettably the response did not gain the same level of media coverage as did the BMJ’s original claims.

Read Dr. Garnham’s response here.

 

 
 Video - Advertising's new BFF
 

The internet was meant to kill off advertising. Why choose to sit through commercials when you can get uninterrupted entertainment online? But as the Telegraph reports, YouTube's 10 most viewed videos in 2014 included four adverts.

Advertising's new BFF

For a perspective on how that has happened, here is Remi Babinet, co-founder of the Paris-based BETC ad agency and the man behind the famed Evian advertising campaign.

 

Association of New Zealand Advertisers Inc.
Chief Executive Officer: Lindsay Mouat
Office Administrator: Bev Diggle

Street Address
The Association of New Zealand Advertisers Inc.
Suite 5, 18 Anzac Street
Takapuna, Auckland
0622

Postal Address
PO Box 33 385
Takapuna
Auckland
0622

Phone: +64 9 488 7455
Email: anza@anza.co.nz

 

 
 


 This email was sent by the Association of New Zealand Advertisers.
 If you no longer wish to receive emails from us, please Unsubscribe here.