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In a recent survey of ANA members, nearly 60 percent indicated that they have taken some kind of action in regards to their agency contracts as a result of both the ANA/K2 Intelligence and the ANA and Ebiquity/Firm Decisions reports on media transparency. ANA CEO Bob Liodice looks at what has changed in the past year since the reports were released.
It’s been slightly over a year since the Association of National Advertisers (ANA) released its report with K2 Intelligence on the state of media transparency in the U.S. ad industry.
Read More MediaPost: Has Anything Changed A Year After ANA’s Report On Media Transparency?
It’s been 12-months since the US Association of National Advertisers produced its landmark report on media transparency and, rather than gather dust, there has already been real impact:
A year later, group EVP for the ANA reflects on the effect that the K2 Intelligence study has had on marketers and their agencies.
A year ago today (June 7, 2016), K2 Intelligence released an Association of National Advertisers’ commissioned study entitled, An Independent Study of Media Transparency in the U.S. Advertising Industry. The painstakingly-researched and detailed report identified numerous non-transparent business practices that were alleged to be pervasive in the U.S. media ad buying ecosystem. Reminiscent of the Barbarians at the Gate and the Big Short, the findings sent shock waves throughout the industry by suggesting a fundamental disconnect between advertisers and their media agencies. The report disclosed that long-standing rumors of complicated schemes to hide and divert rebates and other incentives were well-founded and that media agencies were not necessarily acting in the best interests of their clients by, among other things, wrongfully retaining rebates and other incentives given to them by media platforms/publishers that were rightfully the property of the advertisers. Some headlines read “…CEO Alleges Widespread U.S. Agency Kickbacks” and “Kickbacks. Yes. They’re Real.”
As marketers push for greater transparency in how the murky world of digital ad buying works, agencies are rethinking their approach.
Read More The Wall Street Journal: The Rise of Transparent Digital Ad Buying
In this week’s #mediasnack Tom chats to Bob Liodice, CEO of the US Association of National Advertisers about the decision to launch its media transparency investigations last year and what has changed as a result.
VERY rarely does any speech at a conference shake the tech, marketing and media worlds simultaneously. But two weeks ago, the chief marketing officer of the world’s largest global advertiser did exactly that.
Read More The Star Online: ‘Landmark’ changes to advertising world
2016 was an usually tough year for U.S. advertising agency executives. The list of things keeping them awake at night include shrinking margins, restless clients and a changing marketplace that seems to be moving away from historically reliable sources of revenue. Arguably, the biggest cause of those restless nights were the ripple effects of the bombshell 2016 Report published by the Association of National Advertisers (ANA). The Report included the results of an eight-month investigation that found certain agencies had exploited clients through nontransparent, and potentially fraudulent business practices.
Read More Lexology: Good riddance 2016-will ad agency execs sleep better in 2017?
The U.S. Justice Department is investigating whether advertising agencies inappropriately steered business for producing commercials to their in-house units over independent firms by rigging the bidding process for those contracts, according to people familiar with the matter.
Read More The Wall Street Journal: Ad Agencies Probed Over Contracts to Produce Commercials