The ANA’s latest transparency report looks ugly for agencies, the ad tech supply chain, marketers and their procurement departments. Probably why its findings – just 36 cents on the programmatic dollar stand a chance of being seen by audiences – have been met with deafening silence. None of the big agency holdcos have piped up, while Google, Yahoo, The Trade Desk, Pubmatic and other major adtech players didn’t allow the ANA into their systems. Not even P&G played ball. Nick Manning, who co-authored the ANA’s scoping brief, says even 36 cents on the programmatic dollar is optimistic – because the investigation spanned sophisticated advertisers and because it doesn’t factor-in things like agency commissions while its calculations are based off feeble viewabilty metrics. “We are talking about a massive global marketplace and it is out of control,” says Manning. “Nobody wants to derail the gravy train.” But the report differs from myriad predecessors because it spells out exactly how advertisers, their procurement departments and agencies can regain control. Here’s what’s going wrong in the $88bn marketplace, and for those with appetite, how to fix it… Before the open web money gets rechanneled from publishers to walled gardens and retail media.
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Rolex, Kia dominate Australian Open 2024 sponsorship visibility: Meltwater report
The Australian Open 2024 has seen a significant increase in mentions, up from 1.99 million in 2023 to 2.53 million this year, according to an analysis by Meltwater, a global leader in social and media intelligence and data analytics. The analysis was conducted over the finals weekend using Meltwater’s AI-powered visual listening and company search capabilities.
SMEs gear up for growth amid challenges – marketing investment top priority: Commbank research
New research by the Commonwealth Bank of Australia (CBA) reveals that Small and Medium Enterprises (SMEs) are planning to innovate and invest in response to market challenges. The top strategies for growth include investing in marketing (45%) and staff (34%), revising pricing (31%), investing in new product/service development (31%), and diversifying stock and supply chain (13%).
Victoria Bitter launches first campaign, ‘Means More’, from The Monkeys – celebrates skill and intelligence in hard work
Victoria Bitter, in collaboration with creative agency The Monkeys, part of Accenture Song, has launched a new brand campaign titled ‘Means More’. Directed by Tim Bullock at Scoundrel, the campaign aims to celebrate the skill and intelligence behind hard work, aligning with the brand’s existing ‘For A Hard Earned Thirst’ platform.
‘The whole supply chain is locked into a sense of omerta’: Why marketers, procurement, agencies, ad techs and publishers fear derailing programmatic ‘gravy chain’ – where 36 cents on every ad dollar is ‘optimistic’
The ANA’s latest transparency report looks ugly for agencies, the ad tech supply chain, marketers and their procurement departments. Probably why its findings – just 36 cents on the programmatic dollar stand a chance of being seen by audiences – have been met with deafening silence. None of the big agency holdcos have piped up, while Google, The Trade Desk, Pubmatic and other major adtech players didn’t allow the ANA into their systems. Not even P&G played ball. Nick Manning, who co-authored the ANA’s scoping brief, says even 36 cents in every ad dollar landing with audiences is optimistic – because the investigation used sophisticated advertisers like Mondelez, Shell, Kimberly Clark, Dell and HP for the probe – and because it doesn’t factor-in things like agency commissions. And the ANA calculations are based off feeble viewability metrics. “We are talking about a massive global marketplace and it is out of control,” says Manning. Problem is, “nobody wants to derail the gravy train … Enormous sums of money have been made by the large digital platforms, by the ad tech community, by agencies. They’ve all been part of this gold rush.” But the report differs from myriad predecessors because it spells out exactly how advertisers can regain control. Marketers, says Manning, have to lock everybody in a room, forget about what has happened in the past, and hold “a ‘truth and reconciliation commission'”. Then they need to sweep their programmatic supply chain, strip out the dud components, including most of publishing’s long tail, and structure contracts accordingly – including with agencies, who “by virtue of tolerating this, are absolutely negligent in terms of their role”, he suggests. “But without that will and intent, you might as well not bother starting.” Here’s what’s going wrong in the $88bn marketplace, and for those with appetite, how to fix it… Before the open web money gets rechanneled from publishers to walled gardens and retail media.
Agency CEOs and marketing chiefs: 20-somethings need to get over title-promotion obsessions, go broader, deeper
The marketing supply chain’s talent pool – media and creative agency workers – is too focused on promotion and job titles versus capability, leading to over-promotion of under-equipped talent, particularly at the mid-tier. Brand-side marketing risks falling into the same trap of narrow specialism and short-termism at the expense of the big picture warn marketing and customer chiefs. Here’s how marketing and agency bosses are trying to help – not crimp – those aiming to ultimately usurp them.
VMO, Fitness Lifestyle Group renew partnership, expand media reach in health clubs
VMO and Fitness Lifestyle Group (FLG) have announced the renewal of their partnership, a move that will see VMO continue to represent media within Fitness First, Goodlife Health Clubs, and ZAP Fitness across Australia. The renewed contract involves a multi-year agreement across 97 Goodlife Health Clubs, 50 Fitness First, and 87 ZAP Fitness gyms.
MLA’s summer lamb campaign: YouGov tests a generational hit or miss?
Meat & Livestock Australia’s (MLA) latest annual Summer Lamb Campaign released earlier this month might have resulted in one-third of viewers claiming they’re more likely to purchase lamb after watching the ad, yet the differences between the demos is stark.
BBC Studios: Sustainability messaging is mainstream in advertising, media becomes key trusted knowledge source on ESG info for business leaders, but are ANZ firms really doing enough to meet ESG requirements?
It’s official: Sustainability has hit mainstream advertising. According to BBC Studios, 50 per cent of advertising briefs coming through in ANZ are looking to land a sustainability message. What’s more, business leaders are increasingly relying on trusted media channels like the global news house for reliable and relevant information about ESG to build their own knowledge basis. Yet even as Australia edges closer to mandatory ESG reporting requirements, and greenwashing crackdowns escalate, the group’s VP of advertising and distribution is worried there isn’t enough urgency around understanding ESG practically and beyond the message.
Rise of the robo marketer? Four ways AI is reshaping the marketing model, brand toolkit, consumer experience for Pfizer, L’Oreal, Duolingo and Mastercard
How AI is transforming marketing inside and out was a big theme at global consumer electronics jamboree CES. Top level marketers from Pfizer and L’Oréal to Mastercard, Duolingo, Qualcomm, Lenovo and Annalect unpacked how they’re harnessing AI for marketing, creative and product – with some predicting the rise of the “robo marketer”. Here are some of the key brand narratives and use cases for AI emerging from this year’s event.