The search for advertising transparency

2:23 PM, 26 June 2017

How do we push past the digital fog to see results?

Transparency. Advertising.

If there has been a single alarm bell for advertisers in the last six months it has been "transparency", and particularly how it applies to the digital media ecosystem.

Get advertising transparency

As Marc Pritchard, Global Chief Brand Officer of the world's biggest advertiser, Procter & Gamble said recently:

"Better advertising requires time and money, yet we're all wasting way too much time and money on a media supply chain with poor standards adoption, too many players grading their own homework, too many hidden touches, and too many holes to allow criminals to rip us off."

Who is responsible for fixing this? How and where do we find better advertising transparency? We all have a role in creating a better trading ecosystem, but fundamentally advertisers have the responsibility to reclaim ownership of their media budgets.

Photo courtesy of Traveltipy

Digital advertising can be as transparent as you want it to be, but it's your responsibility to investigate what's happening with your dollars.

To help you get started, here are four questions to ask yourself (and your agency) to regain oversight of your digital investment:

  • What environments are my advertisements appearing in and are they within 'brand safe' content?
  • What percentage of my advertising is being seen? And are these being seen by real people?
  • What technology & data is being applied to my activity and are those commercial relationships transparent? Ask yourself - do you understand them fully?
  • What is the business model of our agency and how do they structure the digital businesses? But also, are you fairly remunerating the agency for work beyond digital?

If you are unsure of the answer to any of these questions, ANZA is happy to help. Call Lindsay (09 488 7455) to set up a meeting to discuss in more detail.

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