{"id":24531,"date":"2018-02-12T15:00:35","date_gmt":"2018-02-12T15:00:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/algemeen\/unilever-warns-online-media-we-can-no-longer-advertize\/"},"modified":"2018-02-12T15:00:35","modified_gmt":"2018-02-12T15:00:35","slug":"unilever-warns-online-media-we-can-no-longer-advertize","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/unilever-warns-online-media-we-can-no-longer-advertize\/","title":{"rendered":"Unilever waarschuwt online media: adverteren kan zo niet verder"},"content":{"rendered":"<p><strong>Unilever<\/strong> dreigt te stoppen met adverteren op online mediakanalen die ondoorzichtig zijn en verdeeldheid zaaien. Dat zegt hun marketingbaas Keith Weed op het IAB-adverteerderscongres.\u00a0<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>\u201cHet digitale ecosysteem is duister en frauduleus\u201d<\/h2>\n<p>Unilever is de tweede grootste adverteerder ter wereld en heeft een jaarlijks marketingbudget van 7,7 miljard euro: alleen <strong>Procter &amp; Gamble<\/strong> adverteert nog meer. Zo\u2019n kwart van dat advertentiebudget gaat naar online marketing, maar &#8216;chief marketing officer&#8217; Keith Weed uit op het invloedrijke IAB-congres in Londen zijn bezorgdheid over de geloofwaardigheid van online media.<\/p>\n<p>\u00a0<\/p>\n<p>In een toespraak die een onverholen waarschuwing is aan het adres van technologiereuzen als <strong>Facebook<\/strong>, <strong>Youtube<\/strong>, <strong>Google <\/strong>en <strong>Twitter<\/strong>, klaagt Weed aan dat \u201cvals nieuws, racisme, seksisme, terroristen die haatberichten verspreiden, toxische content gericht tot kinderen\u201d ervoor zorgen dat \u201cdelen van het internet ons mijlenver hebben weggeleid van waar we dachten dat het ons zou brengen\u201d. \u201cHet huidige <a href=\"https:\/\/www.prweek.com\/article\/1456869\/unilevers-keith-weed-put-price-trust-tech-giants\" target=\"_blank\" rel=\"noopener\">digitale ecosysteem is in het beste geval duister<\/a>, in het slechtste geval frauduleus.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>Unilever zegt dan ook alleen nog te willen investeren in platformen die die verantwoordelijkheid opnemen en zich inzetten voor een positieve impact op de samenleving. Het wil enkel samenwerken met organisatie die voor een betere digitale infrastructuur zorgen; technologiebedrijven die kinderen niet beschermen of voor verdeeldheid zorgen, raken de merkproducent kwijt, aldus Weed.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Geen ultimatum, wel nood aan overleg<\/h2>\n<p>Toch wil de Nederlands-Britse FMCG-reus geen ultimatum stellen aan de online media, maar zegt te willen meewerken aan de oplossing en <a href=\"https:\/\/www.independent.ie\/world-news\/unilever-threatens-to-pull-adverts-if-tech-giants-fail-to-curb-extremist-content-36593377.html\" target=\"_blank\" rel=\"noopener\">ging al in gesprek met online partners zoals Facebook<\/a>, Snapchat, Twitter en Amazon. Volgens Wood is het ook aan merken om mee hun verantwoordelijkheid op te nemen.\u00a0Procter &amp; Gamble hield op hetzelfde congres vorig jaar al een soortgelijk betoog: de FMCG-producent klaagde toen aan dat online adverteren te vaak ineffici\u00ebnt is en dat de mediakanalen onrealistische verwachtingen scheppen met valse en ondoorzichtige bezoekcijfers. P&amp;G schrapte vervolgens liefst 100 miljoen dollar aan onlinemarketingbudget per kwartaal.<\/p>\n<p>\u00a0<\/p>\n<p>Rivaal Unilever dient P&amp;G op zijn beurt van antwoord: consumenten liggen niet wakker van valse bezoekcijfers, van waar adverteerders het best aan verdienen en zelfs niets van hoe hun data wordt gebruikt of van de complexe algoritmes om hen te bereiken. Waar ze wel van wakker liggen, is wanneer merken adverteren naast kindermisbruikers of terroristen, wanneer ze 100 keer per dag dezelfde reclame moeten zien en wanneer hun data wordt misbruikt of gestolen.<\/p>\n<p>\u00a0<\/p>\n<p>2018 wordt ofwel het jaar van het vertrouwen, ofwel het jaar waarin mensen zich tegen de technologiereuzen keren, gelooft Keith Weed. Het probleem reikt dan ook verder dan de media- of marketingsectoren alleen, het is een algemeen probleem dat alle merken en alle sectoren raakt.\u00a0\u201cHet is een diepgaand en systematisch probleem, een vertrouwenskwestie die de relatie tussen consumenten en merken fundamenteel dreigt te ondermijnen\u201d, want \u201cals het consumentenvertrouwen beschadigd wordt, hebben we allemaal schade\u201d, klinkt zijn betoog.<\/p>\n<p>\u00a0<\/p>\n<h2>Keith Weed is WFA Global Marketer of the Year<\/h2>\n<p>Toeval of niet, Keith Weed is net op dit moment door collega-marketeers bekroond voor zijn inspanningen. De marketing- en communicatiedirecteur van <a href=\"https:\/\/www.campaignlive.co.uk\/article\/unilevers-keith-weed-named-wfa-global-marketer-year\/1456781\" target=\"_blank\" rel=\"noopener\">Unilever mag zich dit jaar Global Marketer of the Year noemen<\/a>\u00a0van de World Federation of Advertisers (WFA).\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>De award werd dit jaar het eerst uitgereikt en Weed mocht meteen op 36%\u00a0van de stemmen rekenen. 6.000 stemmen professionals uit de marketingsector hadden hun stem uitgebracht en verkozen hem. De andere vijf genomineerden waren Marc Pritchard (P&amp;G), Raja Rajamannar (Mastercard), Jane Wakely (Mars), Glory Zhang (Huawei)\u00a0en Hans-Christian Schwingen (Deutsche Telekom).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unilever dreigt te stoppen met adverteren op online mediakanalen die ondoorzichtig zijn en verdeeldheid zaaien. Dat zegt hun marketingbaas Keith Weed op het IAB-adverteerderscongres.\u00a0 \u00a0 \u201cHet digitale ecosysteem is duister en frauduleus\u201d Unilever is de tweede grootste adverteerder ter wereld en heeft een jaarlijks marketingbudget van 7,7 miljard euro: alleen Procter &amp; Gamble adverteert nog [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":24529,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,18,19],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-24531","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-food","category-schoonheid-verzorging"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Unilever waarschuwt online media: adverteren kan zo niet verder - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Unilever dreigt te stoppen met adverteren op online mediakanalen die ondoorzichtig zijn en verdeeldheid zaaien. 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