The way major holding companies have been treating clients’ media money without their knowledge is the key factor in the loss of trust by marketers in their agencies, a senior industry executive has claimed.
Category: Understanding the Issue
Campaign: “Transparency is keeping me up at night” Marc Pritchard
Campaign talks to P&G’s marketing chief Pritchard about demanding more from digital, the importance of reach and why one-to-one engagement is the next frontier in advertising.
Watch the video here.
Digiday: In China, Platforms Are Cutting Out Media-buying Agencies
If China is where the future happens, that’s bad news for media agencies. In China, big brands are increasingly moving their advertising budgets from agency trading desks to Baidu, Alibaba and Tencent (known as the BAT) for more media transparency. It may make sense from a cost-saving perspective: If brands can strike deals with the BAT at a good price on their own, why bother to pay a middleman to buy media? Also, brands now have more campaign management service options like vendors and consulting firms, aside from their media shops.
Read More Digiday: In China, Platforms Are Cutting Out Media-buying Agencies
Advertising Age: Invisible Hand Behind WPP Wednesday: Transparency
Call it WPP Wednesday: Surprisingly weak second-quarter earnings and dour forecasts by the giant agency holding company sent its stock plummeting 12%, pulling other holding companies down 3-7%.
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MediaPost: Global Marketers Improving Media Oversight: WFA Study Finds More Control, Transparency
A new study from the World Federation of Advertisers based on a membership survey taken in May concludes that many big league marketers are taking last year’s Transparency Report from the Association of National Advertisers to heart and making substantial efforts to improve stewardship of their media spending practices and relationships with agencies.
WFA: Global Marketers Making Radical Changes to Media Management
WFA research indicates dramatic change on transparency measures, contracts, viewability standards, internal media knowledge and ad fraud
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MediaPost MediaDailyNews: Only Two-Fifths Of Ad Execs Say Their Agencies Don’t Take Kickbacks
Nearly one in five ad executives acknowledge that ad agencies now take payments directly from their media suppliers to offset downward compensation pressure from clients, according to results of a survey of advertisers and agencies conducted by Advertiser Perceptions for MediaPost.
ANA: ANA Report on Media Transparency: One Year Later
On the one-year anniversary of the Association of National Advertisers’ landmark study and subsequent recommendations on media transparency, it’s time to review the issues in this ongoing debate and see where we stand today.
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MediaPost Digital News Daily: One Year Later: How ANA Members Are Addressing Media Transparency Issues
One year ago, the ANA (Association of National Advertisers) released two landmark reports on the critical issue of transparency in the digital media ecosystem. The first report, “An Independent Study of Media Transparency in the U.S. Advertising Industry,” revealed a wide range of non-transparent business practices. The second, which the ANA did in conjunction with Ebiquity/FirmDecisions, was called “Media Transparency: Prescriptions, Principles, and Processes for Marketers” and provided advertisers with a set of recommendations to address the issues identified in the first report.
ANA: Media Transparency: One Year Later
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.