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Stephan Loerke from WFA: As owners of brands, we have to create an acceptable, sustainable digital advertising environment
Manuela Walfenzao| 30 de noviembre de 2015
Stephan Loerke, director general de la Federación Mundial de Anunciantes
The World Federation of Advertisers (WFA) is issuing a major call to fight ad blocking. The campaign is aimed at urging its members to create an online environment that puts consumers first.The marketing association, based in Brussels; whose members include big brands such as P&G, Unilever, Coca-Cola, McDonald’s, Nike and Adidas; issued a plan to lead the fight against ad blocking.Stephan Loerke, Managing Director of WFA, said that marketers must create international standards for digital advertising, allowing consumers to establish clear preferences for the type of ads they wish to receive. “The internet advertising experience is not satisfactory for consumers. As brand owners, we have to take a longer-term view and create an acceptable, sustainable advertising environment not push things to people in a way that turns them off” said Loerke. The WFA response is not to start a war against technology and seek ways to eliminate or by-pass ad blocking, but to create an advertising ecosystem where ads are less alienating to consumers.”We don’t yet have a concrete action plan; this is the beginning of a journey, we need to address the issues to have a better understanding of what generates rejection, and to secure higher standards across the industry. We must be guided by what consumers do and don’t want to see” concluded Loerke. “We need concrete action and a collective effort”.
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