In its critical agency report, The Association of National Advertisers (ANA) didnt touch on the complexities of the modern media-buying landscape, said Rob Norman, chief digital officer of WPP’s media-buying arm GroupM, in a blog post Tuesday. Norman’s response comes after the ANA mic-dropped its investigative report into agency transparency, criticizing agencies for taking rebates and a […]
The ANA report on agency transparency erupted last week, intensifying a long-expected public dispute between brands and their media agencies. While the report focused on brands and agency holding companies, its findings could potentially affect ad tech companies. AdExchanger reached out to some leaders in the ad tech sphere to see how they viewed the […]
While it’s still too early to assess the repercussions of the Association of National Advertisers’ (ANA) media transparency report issued Tuesday, industry analysts expect the dynamics between advertisers and their programmatic trading desks to bear the burden of the impact. Though the 62-page report didn’t name names, it cited instances of non-transparent practices among agency […]
Media rebates and other nontransparent business practices by US agencies are pervasive, according to a long-awaited study from investigative firm K2 Intelligence that was released Tuesday. The Association of National Advertisers (ANA) commissioned the study last year in light of mounting marketer concerns about undisclosed media agency revenues. Read the full report. Of the 117 […]
The Association of National Advertisers (ANA) filed comments with the Federal Communications Commission (FCC) on Monday that formalized its opposition to the FCC’s proposed set-top box rules. Under the proposed rules, companies such as Google and TiVo who manufacture their own set-top boxes could access content from multichannel video programming distributors (MVPDs) without having to […]
Marketers and CFOs are struggling to speak each other’s languages, and agencies are getting drowned out amidst the noise. When a brand’s marketing and finance teams can’t align on a goal, the agency fails to meet client KPIs. Agency responsibilities are either passed off to new players in the space, like tech firms and management […]
When Heineken moved more of its advertising budget to digital video, it didn’t see results. “Digital never rose to the top [in marketing mix models], in an almost mind-boggling way,” said Ron Amram, VP of media for Heineken USA. But Heineken knew its audience was moving to digital environments, so it didn’t want to leave […]
Among the findings of this week’s programmatic survey from Forrester and the Association of National Advertisers is this alarming nugget: Programmatic adoption could be hindered unless marketers continue to push for transparency – and make progress getting it. “We need to move from awareness and education to policy and action,” said Jim Nail, principal analyst at Forrester, […]
The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (the 4A’s) are divided over how to shed light on issues of transparency and agency rebates. The two trade groups – the ANA representing brands and the 4A’s representing agencies – collaborated last spring by forming a working group of about 15 […]
Battle cries and breast beating notwithstanding, the industry doesn’t seem to be doing all that much to tackle bot fraud, which is expected to take a $7.2 billion bite out of ad budgets in 2016. That’s according to research released on Tuesday by the Association of National Advertisers and bot detection firm White Ops. It’s […]
Six out of 10 marketers would reallocate their media spend if digital media owners failed to supply sufficient third-party measurement, according to new findings from the Association of National Advertisers (ANA). In an ANA survey of 154 members conducted this summer, 90% of marketer respondents also said they are “not fully confident” that their working […]
The Association of National Advertisers (ANA) is looking into kickbacks following allegations leveled at agencies. Several months after the ANA formed a joint transparency task force with the American Association of Advertising Agencies (the 4As), it revealed Tuesday it has hired two firms, K2 Intelligence and Ebiquity/FirmDecisions, to do more fact-finding around the issue of media transparency. The vetting process included 26 firms, […]
Marketers are known for a near obsession with data – metrics, iteration and ROI – but a string of CMOs at this year’s ANA Masters of Marketing conference avoided the firm ground of data and measurement in favor risk-taking and experiential concerns. “Advertising isn’t dead, but it’s craving courage,” said Arby’s CMO Robert Lynch, pointing to […]
It’s a question every CMO must answer: How much of my first-party data can safely be shared with tech platform partners? For advertisers in categories where Google has a product offering of its own, the question has even more urgency. Consider ADT, whose home security business faces an emerging competitor in Google’s Nest smart thermostat […]
Connected TV ads have piqued marketers’ interest, but there is not a watershed of demand – yet – as marketers still cite measurement and inventory challenges. According to a joint study released by the Association of National Advertisers and BrightLine, the maker of an interactive video ad server built exclusively for the connected TV space, […]
The viewability standard may be better served by saying what it isn’t, rather than what it is. “Viewability does not guarantee that an ad will be looked at, or that an ad will be appealing, or have an impact or generate awareness or change brand perception,” said Sherrill Mane, SVP of research, analytics and measurement at […]
The Association of National Advertisers has distanced itself from comments former Mediacom CEO Jon Mandel made onstage at its Media Leadership conference last week. In his presentation, Mandel alleged that the practice of rebates or “kickbacks” demanded by agencies from media suppliers and tech partners – common overseas – has in recent years become widespread […]
It’s become generally accepted wisdom that brands aren’t dedicating dollars to mobile at a rate commensurate with consumer time spent. That said, certain big brands like Walmart and Heineken are embracing mobile as a key part of their advertising initiatives. “Going forward, we will always view campaigns as mobile-first,” said Ron Amram, senior media director […]
Linda Woolley wants TAG to have teeth in the fight against online ad fraud. The Trustworthy Accountability Group (TAG) is part of a cross-industry coalition composed of the American Association of Advertising Agencies, the Association of National Advertisers (which launched its own anti-fraud initiative with White Ops in July), and the Interactive Advertising Bureau (IAB). […]
Marketing is more than ever a science, but that doesn’t mean it should become less of an art, according to Nissan’s marketing chief. “It’s the era of big data. To the most detailed level we can check who’s buying what and where and when, as well as people’s behaviors and actions,” the automaker’s global head […]
There’s a digital ad fraud outbreak – one that gobbles up roughly $14 billion in advertising spend and between 25 and 50% of ad spend per campaign. White Ops CEO and cofounder Michael Tiffany likens the landscape to a cholera outbreak. Bots cause their devastation in a certain corner of the web and move on. White […]
The relationship between procurement and marketing has always been dicey, but things may be turning a corner. New survey results previewed Wednesday at Association of National Advertisers (ANA) Advertising Financial Management Conference show that while procurement and marketing professionals may not always see eye to eye, both parties are starting to collaborate better to achieve more […]
During his three years at Kellogg Company, Bob Arnold became a poster child for programmatic buying at the brand marketer level. Arnold, who recently quit cereal to join Google, presented his rules for programmatic at the Association of National Advertisers’ Media Leadership Conference in Boca Raton, Fla., on Tuesday. His key message: Don’t let complexity […]
Programmatic buying is on marketers’ radar, with new survey data from the Association of National Advertisers finding strong adoption of platform-driven buying across a range of media types. But familiar barriers continue to hinder adoption, including a lack of understanding about what programmatic is. Thirty-nine percent of respondents to the ANA survey – which was conducted […]
Delivering ads to consumers across multiple screens has become critical for advertisers as more people divide their attention between various devices such as smartphones, tablets and laptops, in addition to watching TV. Marketers are taking note and ramping up multiscreen budgets, according to a new report from the Association of National Advertisers (ANA) and Nielsen. […]
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. Having just returned from the three-day ANA Masters of Marketing conference, held this past weekend in Phoenix, I thought it worth sharing my thoughts with marketers on what […]
Breaking: The sizzle reel still has legs. Two thousand attendees at the Association of National Advertisers’ annual Masters of Marketing conference were treated to numerous examples of the genre Friday, as senior marketers from Chrysler, Walmart, MARS and Coca-Cola showed off their favorite TV spots. Repeatedly. But while the raw storytelling power of television remains […]
More advertisers are running in-house “agency” units in 2013 than did five years ago, according to a new survey from the Association of National Advertisers. The change is driven in part by the weak global economy, but also could be chalked up to digital acceleration – including data/analytics and social imperatives. The survey of 203 […]
Fees remain the most common way for marketers to compensate advertising agencies, according to the 2013 Trends in Agency Compensation survey released by the Association of National Advertisers (ANA). Out of 98 client-side marketers, 81% indicated that they continue to use some type of fee compensation for various agency types and services. Labor-based fees, which […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Bill Duggan, group executive vice president at the ANA (Association of National Advertisers). In marketing procurement, industry stakeholders have been repeating many of the same conversations for years. It’s […]
