Digital marketers must use digital technology to solve the measurement problem they created.
Read More Forbes: Government Oversight Won’t Make Marketing More Accountable
Category: Recommended Action
MediaPost MAD Commentary: Why The Industry Needs To Embrace Transparency, Not Fear It
A proliferation of platforms and screens coupled with more sophisticated targeting techniques and technologies is driving a massive digital transformation for the creative ecosystem (brands, agencies and production vendors). As a result, exponentially more content needs to be created for these new platforms to support micro targeting and increase user engagement.
Read More MediaPost MAD Commentary: Why The Industry Needs To Embrace Transparency, Not Fear It
Digiday: ‘If You Tell Your Agency to Chase Price, Then That’s What They’ll Do’: Confessions of a Former Agency Exec
A lot of marketers talk about achieving transparent media trading, but often those demands are aimed solely at the agency. In the latest installment of our Confessions series, where we exchange anonymity for honesty, a former ad buying executive at one of the big five holding groups says that too few marketers think about how they take control of their media beyond the relationships with their agencies.
Adweek: ANA Updates Contract Template for Media Agencies to Promote Greater Transparency
The Association of National Advertisers has taken a step toward addressing brands’ transparency concerns, updating its contract template for media buying agencies.
Read More Adweek: ANA Updates Contract Template for Media Agencies to Promote Greater Transparency
MediaPost MediaInsider: The 8 Media Partnership Commandments
The World Federation of Advertisers has issued its eight “principles for partnership” in a Global Media Charter published last week . In it, the WFA outlines some ways to improve (rebuild?) the relationship between marketers and media agencies.
Read More MediaPost MediaInsider: The 8 Media Partnership Commandments
PC Magazine: Can Blockchain Fix the Ad Industry?
Few would argue that the digital ads industry isn’t broken. We’ve come to accept ads as a punishment for using free services, but they’re invasive, annoying, and creepy; they collect too much information, and they can contain malware.
More About Advertising: Martin Albrecht of Crossmedia: Advertisers And Media Agencies Are Still Lost In The Mire of Non-Trust
If you were in Miami last week attending the #ANAAFM (ANA’s Financial Management Conference), you may be forgiven for thinking about your retirement. Not only because you were on the beach, but because you might wonder what hits first: the end of this industry as we know it or your retirement. Most folks clearly bet that it is the latter. Otherwise, attendees should have been kicking and screaming to a) get the agencies to change their model, b) the ANA to insist on the end of principal deals in its template contracts and c) the 4As to simply demand fair pay vs. insist on hidden compensation.
McKinsey & Company: Truth In Advertising: Achieving Transparency With Media Rebates To Fuel Growth
Advertisers can build more transparent, partnerlike relationships with their media agencies by taking four steps.
McKinsey & Company: Truth In Advertising: Achieving Transparency With Media Rebates To Fuel Growth
“We’re at an interesting point—CMOs can achieve more success now by showing growth versus cost cutting.” This quote comes from the former CMO of a leading global brand and reflects a broad desire in businesses to turn marketing into a bona fide engine for growth. An important way to make that happen is to free up dollars and funnel them into high-growth opportunities.
ID COMMS #MediaSnack 108: TRANSPARENCY: The Media Action Plan for 2018
ID COMMS’ David Indo and Tom Denford discuss building a media transparency action plan.
To see the full video, click here.