Browse content similar to 20/03/2017. Check below for episodes and series from the same categories and more!
Line | From | To | |
---|---|---|---|
Now for the latest financial news with Sally Bundock | :00:00. | :00:07. | |
As more advertising dollars are spent on line companies | :00:08. | :00:21. | |
are being warned to make sure they get what they pay for. | :00:22. | :00:27. | |
And two of India's largest telecoms firms, Vodafone India | :00:28. | :00:29. | |
and Idea Cellular, are merging to become India's | :00:30. | :00:32. | |
Also in the programme, the President of Uber says | :00:33. | :00:52. | |
he is leaving the company after less than six months in the job. | :00:53. | :00:56. | |
One thing that all businesses have in common, regardless | :00:57. | :01:01. | |
Making yourself known brings in customers and their cash. | :01:02. | :01:05. | |
But advertising can also be a sizeable investment, | :01:06. | :01:07. | |
and whatever size of business you have, you don't want | :01:08. | :01:10. | |
That's bound to be discussed at one of the industry's big annual events | :01:11. | :01:16. | |
starting in London in the next few hours. | :01:17. | :01:18. | |
So, how much is spent on advertising? | :01:19. | :01:20. | |
Worldwide, across all forms of media, it's estimated to be | :01:21. | :01:23. | |
at almost half a trillion dollars a year. | :01:24. | :01:25. | |
But where companies chose to spend their ad dollars is changing. | :01:26. | :01:28. | |
About 38% went on traditional TV adverts last year with 36% | :01:29. | :01:31. | |
This year, on-line ads are set to become the biggest slice | :01:32. | :01:35. | |
But the platforms which host the ads, like Google and Facebook, | :01:36. | :01:39. | |
are grappling with a big rise in advertising fraud. | :01:40. | :01:41. | |
This comes in the form of bots and software that tricks websites | :01:42. | :01:44. | |
into thinking more people have actually seen an ad, | :01:45. | :01:47. | |
which means advertisers are overcharged for it. | :01:48. | :01:49. | |
And this problem is growing, and some of the leading players | :01:50. | :01:52. | |
in the industry are now warning that 20% of all digital ad spending | :01:53. | :01:55. | |
is in danger of being wasted on fraud. | :01:56. | :01:57. | |
Here's what Sir Martin Sorrell, Chief Executive of the world's | :01:58. | :02:00. | |
biggest ad agency, WPP, told us about some of these issues | :02:01. | :02:03. | |
The measurement of traditional media is the efficient. But the | :02:04. | :02:38. | |
measurement of new media is virtually non-existent. -- pretty | :02:39. | :02:44. | |
efficient. We have to expand the measurement capability to make sure | :02:45. | :02:47. | |
we are getting the proper returns. Other issues like fake news, which | :02:48. | :02:52. | |
you know a fair bit about on the BBC in terms of subject matter on brand | :02:53. | :02:58. | |
safety and media placement on fraud, all of those issues are also | :02:59. | :03:00. | |
important as well. With me is Ross Barnes, | :03:01. | :03:01. | |
Chief Technology Officer Advertising Week Europe opens | :03:02. | :03:03. | |
in London today at a time when new research suggests that | :03:04. | :03:07. | |
nearly 20% of total digital ad spend You will be one of the big speakers. | :03:08. | :03:15. | |
This is a key subject of discussion. Explained how this can go on when | :03:16. | :03:20. | |
people are paying more than they need to for advertising. -- explain. | :03:21. | :03:25. | |
This is a significant problem the industry is facing at the moment to | :03:26. | :03:30. | |
be with the rising digital ad spend, we are seeing more ways in which | :03:31. | :03:37. | |
fraudsters are mimicking human behaviour. A huge proportion of on | :03:38. | :03:43. | |
line ad spend is being wasted on fake views, add fraud, as the | :03:44. | :03:51. | |
industry calls it. -- ad fraud. How do you make sure your money is being | :03:52. | :03:54. | |
well spent on Google or whatever rather than on robots clicking with | :03:55. | :04:01. | |
algorithms? It is not easy to solve. There is no silver bullet. | :04:02. | :04:07. | |
Fraudsters are getting more and more sophisticated. We recommend to our | :04:08. | :04:12. | |
clients they use ad verification software. Before the ad appears, it | :04:13. | :04:19. | |
makes sure it is a human and it is an appropriate website and the ad is | :04:20. | :04:26. | |
actually seeing on the page at all. We say that all of our clients | :04:27. | :04:29. | |
should use this software because 1- 2% of your ad spend of your budget | :04:30. | :04:37. | |
could be saved from fraud. But the big sites you want to be on like | :04:38. | :04:41. | |
Google, they will not be happy with third-party software being used. Is | :04:42. | :04:47. | |
that correct? Facebook and Google are unique. They are platforms and | :04:48. | :04:52. | |
consume a large amount of digital ad spend. Because of the value of the | :04:53. | :04:57. | |
data they create, they are what is called wall gardens. And within | :04:58. | :05:02. | |
those wall gardens, they reluctant to open up to third-party | :05:03. | :05:06. | |
verification supplies. So on some platforms we are not able to make | :05:07. | :05:15. | |
sure their content is appropriate. I don't know if you are a luxury | :05:16. | :05:20. | |
holiday resort, you could appear next to something that is not in | :05:21. | :05:24. | |
line with your company at all. Exactly. That was talked about in | :05:25. | :05:30. | |
the UK press this week, some advertisers were appealing against | :05:31. | :05:35. | |
inappropriate content. Content that, certainly, as a brand, you do not | :05:36. | :05:40. | |
want to appear next to. This week, Google and Facebook among other | :05:41. | :05:47. | |
companies will face questions about what they are doing to combat this | :05:48. | :05:53. | |
brand safety issues bite it is so complicated, isn't it? Honestly. | :05:54. | :06:01. | |
Thank you so much for coming in. We will see what comes out of that. Let | :06:02. | :06:05. | |
us move on to a story breaking in the last hour. | :06:06. | :06:08. | |
In the last hour, two of India's largest telecoms firms, | :06:09. | :06:10. | |
Vodafone India and Idea Cellular, announced they are merging. | :06:11. | :06:13. | |
The new joint entity will become India's largest telecoms operator. | :06:14. | :06:16. | |
Shares in Idea rose by over 14% on the news. | :06:17. | :06:18. | |
Recently, rival telecoms firm Bharti Airtel announced | :06:19. | :06:21. | |
that it is buying Norway-based Telenor. | :06:22. | :06:23. | |
So, why is India's telecommunications industry | :06:24. | :06:25. | |
The BBC's Sameer Hashmi reports from Mumbai. | :06:26. | :06:40. | |
Two decades ago, most people in India had to come to places like | :06:41. | :06:48. | |
this to make a phone call. And now, India has the second-largest mobile | :06:49. | :06:51. | |
phone market in the world, with over a billion users. And there are a | :06:52. | :06:57. | |
dozen companies operating mobile phones in this highly competitive | :06:58. | :07:03. | |
market. But Vodafone India and Idea Cellular merging, the industry is | :07:04. | :07:06. | |
expected to go through a major shakeup in India. With nearly 400 | :07:07. | :07:11. | |
million customers, the new company will become one of the largest | :07:12. | :07:16. | |
telecom operators in the world. This is the second major deal in India's | :07:17. | :07:23. | |
the communications market. Cutthroat competition has severely damaged the | :07:24. | :07:31. | |
profitability of these phones. Jio has crossed the 100 million customer | :07:32. | :07:35. | |
mark. Last year, Jio, which was initially allowing mobile phones for | :07:36. | :07:41. | |
free, has changed the market further. This is left companies to | :07:42. | :07:51. | |
look for ways to combat this. Jio is offering data at dirt cheap prices, | :07:52. | :07:57. | |
forcing others to offer it as well. We will adopt digitisation and | :07:58. | :08:01. | |
digital life faster than anyone else in the world. This optimism extends | :08:02. | :08:08. | |
from the fact that India is one of the fastest to the communication | :08:09. | :08:12. | |
growing markets in the world. They will switch to it completely by | :08:13. | :08:19. | |
2020. And there is more consumption of data because of this. Many people | :08:20. | :08:27. | |
are using far less efficient technology. As we get more and more | :08:28. | :08:33. | |
used to efficient technology, all the factors will combine together | :08:34. | :08:39. | |
with a low-cost smartphone using efficient technology at their | :08:40. | :08:42. | |
fingertips. And, again, price points, which affordable, will | :08:43. | :08:52. | |
expand. India is a tough market for India telecommunication firms. It | :08:53. | :08:57. | |
will be customers and not service providers which will remain the | :08:58. | :08:59. | |
winners in this competitive market. Uber president Jeff Jones is leaving | :09:00. | :09:02. | |
the company after less A source at the taxi booking app | :09:03. | :09:06. | |
told the BBC the resignation They said Mr Jones was frustrated | :09:07. | :09:10. | |
the company was hiring a new Chief Operating Officer | :09:11. | :09:13. | |
and that he was not But according to technology news | :09:14. | :09:16. | |
site Recode, Mr Jones left because of Uber's continued struggle | :09:17. | :09:20. | |
with issues around sexism Greece is still waiting to secure a | :09:21. | :09:35. | |
provisional agreement with creditors for another instalment of the | :09:36. | :09:40. | |
country's $92 billion bailout. So far, there have been many | :09:41. | :09:44. | |
encouraging noises from the IMF in Germany. Without an agreement, | :09:45. | :09:47. | |
Greece could run out of money as early as July. A quick look at the | :09:48. | :09:51. | |
market. A brand-new trading week opening up in Asia. Japan is close | :09:52. | :09:59. | |
for a holiday. The price of oil is going the last deal. I will see you | :10:00. | :10:01. | |
soon. | :10:02. | :10:07. |