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The recent focus on transparency in how agencies handle clients’ media budgets has led to further scrutiny of the opaque practices of so-called barter agencies, set up by holding companies to exchange extra goods for media space. The two Association of National Advertisers’ agency transparency reports mention the practice nearly 50 times.
Read More Digiday: With focus on transparency, barter agencies get more scrutiny
ONE OF THE great promises of online videos was the potential to measure precisely how effective they were: Audiences reported not through inexact ratings and surveys but directly, down to the person and the millisecond he or she spent watching.
Read More The New York Times: The Online Video View: We Can Count It, but Can We Count on It?
Some pretty big promises were made about digital advertising. There’d be more data and more transparency, they said. The performance of online ads can be tracked and optimised in real time, they said. Return on investment would be clear, they said. The internet doesn’t make mistakes, they said.
Read More Independent.ie: Online advertising: lots of promises, but not so much delivery
ADVERTISING WEEK, an annual stretch of industry meetings that began on September 26th in New York, is usually defined by schmoozing and self-congratulation. This year’s event has been marred by suspicion. In the week leading up to it, Dentsu Aegis, a big agency, admitted overbilling by its digital-ad division in Japan; and Facebook, a tech giant, said it had inflated the average time people spent watching video ads.
The Association of National Advertisers (ANA) used Advertising Week New York as a platform to voice brands’ dissatisfaction over this month’s furore over Facebook’s admission that it had over-reported video measurements.
Momentum is building among brand advertisers pushing for greater oversight of the digital ad industry, but consultants say a similar effort is non existent among political marketers.
Read More Campaigns & Elections: DIGITAL ADVERTISING UNDER SCRUTINY, BUT NOT FROM CAMPAIGNS
The pressure on Facebook over its overstated consumer video viewing habits increased on Thursday when a major advertising group called for third-party verification of the videos’ audience.
Read More New York Post: Facebook pledges to ‘get it right’ after metrics screwup
One week after details about Facebook inflating its video metrics for advertisers were discovered, the Association of National Advertisers has called for an audit and accreditation of the social platform’s metrics.
Read More Adweek: ANA Asks Facebook to Open Up Its Platform for More Third-Party Measurement
The Association of National Advertisers is calling for Facebook’s metrics to be audited and accredited by the Media Rating Council in light of the social media network’s disclosure that it has been giving marketers an inflated number for the average time spent viewing online clips.
Read More AdAge: ANA Calls for Facebook Metrics to Be Audited and Accredited
In the wake of the Association of National Advertisers much-publicized report about agency media-buying practices in the U.S. this summer, marketers seem to finally be waking up to the issue of transparency. Several brands — including J.P. Morgan Chase, General Electric and Sears — are reportedly halting media budgets and conducting outside audits, as reported by Business Insider and the Wall Street Journal.