Marketing Management Update

11 November 2020

Welcome to the November edition of TrinityP3’s e-news

It has been a week since the US election. Like many around the world, we have been glued to the media to witness the workings and results of the democratic process. Millions of people have been watching minute by minute updates and analysis from the multitude of media covering the election.

It made us acutely aware of the power of the media. With events like this particular election capturing so much attention globally, we are reminded of the importance of media for marketers. Yet, the paid advertising media, particularly digital media (is there any other kind?) has many on-going issues for advertisers. From brand safety to ad fraud to viewability and financial transparency. These issues are continual challenges for advertisers, their agencies and in fact, the whole media supply chain.

Addressing and solving these problems is why this month we have committed this newsletter to Making Media Great Again. Something we believe everyone in marketing, media and advertising should be committed to achieving. At least this could be something on which we all agree.

Providing perspective on the digital supply chain debate

Earlier this year, ISBA in the UK released the findings of their long-awaited Programmatic Supply Chain Transparency study. Eighteen months in the making, it was the first wide-scale study into the much-maligned digital supply chain. The trade media globally has been welcoming of the findings but here in Australia there are those that seemed determined to focus on nothing but the negatives.

Headlines of ‘88% of ads can’t be tracked’ and ‘50% of ad spend disappears’ do the research and findings injustice. Here, we unpack the findings to see what has been achieved, determine how it is of value and propose ways in which the industry can move forward positively building on the study. Read about it here .

Have your say on digital media transparency

This month’s industry poll asks “How transparent is digital media?”

Have your say here

Why the buying exercise is flawed in a media pitch

There is a procurement practice when it comes to selecting media agency partners of including a media buying exercise. This is a process of having the media agency commit to a buying position for various media based on volume and a corresponding rate.

There are all sorts of issues related to this practice, not the least of which is – in a time of such uncertainty – it is flawed to commit to a future buying position based on cost alone.

This is an opportunity to explore the procurement practice of media buying exercises, to highlight the limitations and shortcomings and propose a better way to address the concerns that this practice was designed to address. Read more here .

Have a media issue you want to discuss?

Simply reply to this email or contact us here .

Media Agency Contracts may not be worth the paper they are written on

Hollywood mogul, Sam Goldwyn is famously quoted as saying “A verbal contract is not worth the paper it is written on”. But when it comes to media agency contracts, some of the written contracts are worth as much as a verbal one. With so much focus on media agencies and their contracts since the ANA/K2 Intelligence report in 2015, you would think that media agency contracts would be as close to perfect as any contract could be. This is a trillion-dollar global business after all.

Of course, there are the Industry Best Practice Contracts, prepared by an industry association with the input of various industry advisors including lawyers and auditors. These are an excellent distillation of the legal clauses that could and can be used but often, when applied through a cookie-cutter approach, work against the specific interests of the very group they are expected to protect when it comes to transparency. Read more here .

Most in Demand for this Month

What have TrinityP3’s consultants been doing this month?

  • Commercial assessment of a roster agency for a communications marketer

  • Aligning the internal marketing structure and processes of a destination marketing organisation

  • Refining an output-based agency remuneration model for a financial advertiser

  • Benchmarking and assessing the internal marketing structure and processes of a large financial services organisation

  • Agency transition assistance for a healthcare marketer