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Search Results for: media transparency

Is Media Transparency delivering the outcomes promised?

With the World Federation of Advertisers calling on 2018 to the the year of Transparency it is now almost two years since the ANA released their report on Media Transparency. Last year the ANA reported that 60% of agencies had taken steps to improve transparency. But more…

Media Transparency, Value & Performance Assessment

(How to make sure your media planning and buying process is delivering maximum performance) Are you concerned about the value you are obtaining from your media investment? Has your digital media spend increased without any substantial improvement in results? Are your media needs ever more…

Top 10 tips to ensure media transparency – Infographic

Media transparency is the talk of the industry, but the real issue is ensuring you are getting the value and performance from your media investment. Transparency gives you access to determining the real value of your media spend, with these tips on how to achieve…

Top 10 tips to ensure media transparency – Infographic

Media transparency is the talk of the industry, but the real issue is ensuring you are getting the value and performance from your media investment. Transparency gives you access to determining the real value of your media spend, with these tips on how to achieve…

Media transparency the biggest challenge last year and next

2016 was, generally speaking, a difficult year for the world. Brexit, the US election, and a number of iconic world figures dying, and various natural disasters, have not made for high levels of morale or happiness. So can we at least spread a bit of cheer in our tiny little corner of the world, that of the marketing industry? Unfortunately not; the past year has given us very little to cheer about. If advertisers are looking for some relief from the challenges and issues of the past year, I suggest they make sure they are well rested going into 2017 based on the biggest issues we have noted in 2016.

Relationships, remuneration and media transparency top trending marketing topics in 2016

Following a series of high profile international scandals, media transparency has, for the first time, made it into the top three most popular subjects in the Marketing Management Book of the Year 2016. While social media measurement and gender equality have also received considerable attention over the past 12 months, the relationship between client and agency once again tops the list, followed by posts on agency remuneration.

What can marketers do now to manage brands through the media transparency debate?

There’s an old saying. If it swims like a duck, and quacks like a duck, then even if it’s not 100% duck, it’s certainly been ducking around. Last week’s ANA report on media transparency, and whatever follows in Australia, means that this issue is going to run and run. Maybe it’s the refreshing clarity of the ANA report that has finally made the problem impossible to ignore. But it cannot be a surprise to anyone in the industry for more than five minutes – agencies, marketers or publishers – that the issue itself has finally come to a head.

Is Media Transparency desirable only until it costs advertisers money?

There is a lot of discussion regarding the importance of transparency in media, especially in regards to digital media and programmatic buying. The discussions in the US between the advertisers, represented by the ANA, and the agencies, represented by the 4As, led to open public disagreements and calls for apologies.
The same discussions are being held between their various counterparts around the world. Even in Australia the Media Federation representing the media agencies developed and provided guidelines on transparency with their advertisers counterpart the AANA. But it is interesting having discussions with advertisers on an individual basis regarding media transparency. It appears that on an individual basis the attitude is more aligned with the famous ad man Bill Bernbach “It’s not a principle until it costs you money.”

Media Transparency, Performance and Value Assessment

Our Media Transparency, Performance and Value Assessment takes a holistic look at the operation of your media agency, assessing against best practice at every stage of the journey. It aims to give you the tools to improve the output of your media agency. Why do…

The Media Rebate and Transparency Crisis

The recent K2 report on media transparency and rebates commissioned by the US-based ANA (Association of National Advertisers) has articulated what we have observed in APAC and especially Australia for the past four years or more. It has literally been like watching a train wreck in slow-motion. My recent claims of…

Is transparency in media agency fees important to the advertiser?

With a focus on media and business performance it raises the question on how important is media transparency? If the agency is being paid on delivering results do you need to know how the results are delivered and who and how much margin or profit…

Managing Marketing: Achieving transparency in the murky digital media supply chain

Nicole Sheffield is an industry leader in digital media holding roles as the Chief Digital Officer at News Corp Australia and Chair of the IAB. Here Nicole talks with Darren on the changes and challenges in the digital media supply chain, including transparency, measurement and value. All of this made even more complicated by the constant evolving nature of the eco-system and challenging marketers to deliver meaningful results for brands and business.