On Wednesday, January 8th, McCann Truth Central, in conjunction with Ad Age, unveiled the findings of the 2013 update to the Truth About Privacy to a full house at the Wynn Las Vegas. On the surface, a five star hotel and casino may seem like a surprising place to launch our thirteenth Truth Study. But given the vast circuit of ‘eye in the sky’ video camera strewn throughout the premises, there may not have been a more appropriate venue.
As part of CES 2014, Laura Simpson (Global Director, McCann Truth Central) and Nadia Tuma (Deputy Director, McCann Truth Central) delivered a presentation of the research, followed by a panel discussion moderated by Michael Learmonth (Digital Editor, Ad Age).
In addition to Nadia, the panel featured Julie Brill (Commissioner, Federal Trade Commission) and Becky Brown (Director of Media, Intel). Each panelist brought their own, unique perspective on the state of privacy in 2014 and what it means for both consumers and brands.
Julie Brill approached the issue from a legal and consumer advocacy standpoint – stating that she believes consumers need to be better educated about how their data is being used. Brill believes that consumers understand their relationship with first party companies like Amazon or Netflix relatively well, but are currently uninformed about how non-consumer facing, third party party companies use data. She called upon marketers to help in this pursuit, by using their skill in creativity and clarity to communicate the truth about privacy to consumers.
Becky Brown spoke about Intel’s native advertising strategy as a new form of engaging consumers online. Her belief is that consumers will look for brands to curate and illuminate the latest trends and thoughts shaping our world, which Intel is already seeking to do with their “IQ by Intel” technology. She predicts that consumers will increasingly turn to brands’ native advertising for the content they consume online.
Finally, Nadia discussed today’s youth, who have grown up in a world where privacy and sharing issues are the natural way of life. Specifically, how they have adapted to the threat of bullying, which is more pervasive than adults tend to think. She said this has in part caused teens to seek out impermanent platforms like Snapchat, but they are increasingly shifting their most personal conversations offline where it is “safer”. She also cited parents playing a role in this behavior, depending on their level of involvement, to help their kids create strategies for what she called “Darwinian principles of online survival”.The 2013 Truth About Privacy study is the result of research conducted in the US, which included an 1100 person online quantitative study and five focus groups with consumers ranging from 16-60.
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