Digital advertising: Lords to assess impact with Sky, Channel 4 and vlogger
Over two evidence sessions, Sky UK and Channel 4, and a social media vlogger and her agency will give evidence on the future of the UK's advertising industry to the House of Lords Communications Committee on Tuesday 5 December.
The first session will cover topics including the future of traditional forms of advertising such as television, how broadcasters could help boost creative clusters across the UK and the implications to television broadcasters of a small number of large digital platforms dominating digital advertising.
The evidence session will begin at 3.30pm in Committee Room 4A of the House of Lords. Giving evidence will be:
- Mr Jonathan Allan, Sales Director, Channel Four Television
- Mr Max Beverton, UK Policy Manager, Sky UK
- Ms Tess Alps, Chair, Thinkbox
Questions which the Committee are likely to ask include:
- Is there a level playing field in terms of regulation and cost between the online platforms and more traditional forms of media?
- What role should regulators, such as Advertising Standards Authority, Competition and Markets Authority, Ofcom and Information Commissioner's Office, play in regulating in digital media advertising?
- What more could the Government do to promote the demand for advertising services amongst SMEs, and in the Nations and Regions?
- Is the Government's current Apprenticeship Levy scheme fit for purpose for the needs of the advertising industry and associated creative sectors such as television?
In the second session the Committee will explore how advertising works in the social media age, brands can assess the value of such advertising, and why branded content advertising has been one of the fastest growing sectors in digital advertising.
Giving evidence at 4.30pm will be:
- Mr James Erskine, Director, Social Circle
- Ms Beckii Cruel, vlogger and influencer advertiser
Questions which the Committee are likely to ask include:
- What is social influencer advertising and how does it relate to other forms of advertising?
- How do influencers work with brands or advertising agencies in their advertising campaigns?
- What regulatory measures should be adopted, and by whom, to ensure advertiser confidence in digital media advertising?
- What are the roles and responsibilities of the influencer to their subscribers and followers in terms of ASA standards?
