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The BVDW deplores the ignorance of the Coalition for Better Ads in view of the European market
Thomas Duhr
Thomas Duhr (IP Germany), Vice President of the BVDW, already noticed in October: “In the arrangement of the Coalition for Better Ads, too little attention is paid to the interests and needs of the German or the European markets.” Some four months later, the Coalition for Better Ads has barely budged. The BVDW does welcome the fact that a payment obligation for certifications in line with the Better Ads Experience Program was prevented following the initiative of the German association. However, regional structures are still missing. Duhr criticizes that the control of the CfBA from the US does not take into account the regional markets. He says: “The Earth isn’t flat where everything functions the way it does in the US.” “To implement the certification in Germany or other national markets, regional structures are necessary, supported and legitimized by associations. The acceptance and enforceability in the markets can only be ensured this way,” says Björn Kaspring (InteractiveMedia CCSP), Chairman of the focus group Digital Marketing Quality in the BVDW.
In addition, Kaspring also points out that the Coalition for Better Ads only refers to criteria regarding format, but that quality goes a lot further. The quality of digital advertising across all industries in Germany is reviewed by the focus group Digital Marketing Quality in the BVDW. Kaspring regarding participation of German companies in the Better Ads Experience Program: “It is questionable whether participation in a program where frame conditions are not clearly defined makes sense at this point in time. From our point of view, this is currently not the case.”
Sascha Jansen (Omnicom Media Group), Deputy Chairman of the Expert Group Online Media Agencies (FOMA) in the BVDW says: “Like so many things in the increasingly globalized world, the media business also mixes local and international aspects to a ‘glocal’ mixture. Global approaches, as is the CfBA amongst others, are not only necessary but also welcome on a local level. However, they must take into account legal peculiarities when it comes to defining processes as well as for local adaptation.” Carsten Schwecke (Media Impact), Deputy Chairman of the Circle of Online Marketers (OVK) in the BVDW, says: “The Coalition for Better Ads is currently still very much influenced by the US when it comes to thinking and acting. As the BVDW and IAB Europe, we are currently trying to change this.”
Focus group Digital Marketing Quality in the BVDW ensures quality in the German market
“As the second-largest digital market in Europe, we will remain at the wheel when it comes to the control of market decisions. The decision regarding standards and their implementation must remain the responsibility of the respective national market committees,” says Kaspring. “The German market, or the consumer, just like any other market, has its peculiarities that cannot be found anywhere else. It is important to consider these peculiarities. Imagine that on the German autobahn suddenly only vehicles are allowed to drive that have the steering wheel on the right side. That makes no sense,” says Duhr.
The quality of digital advertising in the German market is ensured by the BVDW and the focus group Digital Marketing Quality (DMQ) in the BVDW as well as by the AGOF, Working Group Online Research. The focus group Digital Marketing Quality in the BVDW forms a holistic parenthesis around all quality aspects and comprises delivery of advertising, user experience as well as transparency and e-privacy instructions. It consists of representatives of media agencies (FOMA), marketers (OVK) and measurement service providers.
The DMQ creates quality standards by publishing market figures, and with certifications it ensures comparability of quality. The Lab Better Ads in the DMQ (labs are working groups within the BVDW) is the hub to evaluate criteria regarding format of the CfBA and to adapt such to national requirements and needs. The lab also takes care of the implementation of the Better Ads Experience Program in Germany.
Contact:
Bundesverband Digitale Wirtschaft (BVDW) e.V. /
German Association for the Digital Economy
Berliner Allee 57, 40212 Düsseldorf
Contact for media:
Daniel Borchers, Spokesman Marketing and Trade
P: +49 30 2062186-21
Tim Sausen, Spokesman Economics and Politics
P: +49 211 600456-35
About the BVDW
The German Association for the Digital Economy (BVDW) is the central body for the representation of interests for companies that operate digital business models and whose value creation is based on the implementation of digital technologies. With member companies from different sectors of the internet industry the BVDW is positioned in an interdisciplinary way and thus has an overall view on the topics of the digital economy. The BVDW has made it its goal to make transparent the efficiency and advantage of digital offers - content, services and technologies - and thus to support their implementation in the overall economy, society and administration. In addition, the association is the competent point of contact regarding current topics and developments of the digital industry in Germany and supplies with figures, data and facts an important orientation for one of the central future areas of the Germany economy. In a constant dialog with policy makers, the public and other national and international stakeholders, the BVDW supports the dynamic development of the sector in a result-driven, practical and effective fashion. Based on the pillars of market development, market education and market regulation, the BVDW bundles leading digital know-how in order to participate in a positive development of this growing sector of the German economy in a sustainable fashion. At the same time, as the central body of the digital economy, the BVDW with its standards and binding guidelines for industry players provides market transparency and a quality of offers on the side of the users and in public. We are the Net.
