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Ramon Delo 2017-04-27
img

Two thirds of big brands have committed to increasing online ad spend despite ongoing concerns around ad fraud and misplacement, according to a study conducted by the World Federation of Advertisers and Ebiquity.

The study analysed the intentions and concerns of more than 50 global advertisers who collectively have an annual ad spend of more than $80bn.

The research found that around two thirds plan to increase spend with 12% maintaining the same levels and 21% indicating they will reduce online spend.

The investments come despite strong concerns around the ability to track performance, with 62% of respondents reporting that they are ‘dissatisfied’ with the overall level of measurement standards in online advertising, and only 45% clearly seeing the value it adds.

Nick Manning, chief strategy officer for Ebiquity, said the survey results showed that “advertisers are not convinced by current measurement standards” and highlights an industry wide desire for improved safety and measurement standards.

“Respondents demonstrate strong support for recent public calls by Marc Pritchard of Procter & Gamble and others for higher standards in independent measurement and verification in online advertising.”

collect
0
Evelyn Fowler 2017-06-23
img

Marketers are demanding more accountability

Photo Illustration: Yuliya Kim, Sources: Getty Images

In recent years, marketers have made it clear that they need greater transparency in their digital advertising.

a portal that lets clients see—in real-time—how much money they’re spending with online vendors, along with how successfully those ads are performing.

Havas global managing director Dominique Delport said that tracking “literally every penny” of online ad buys will allow brands to retain more confidence surrounding their digital spend.

For marketers, this new technology goes a long way in building trust within the ad ecosystem and offering advertisers the transparency they need.

collect
0
Dana Millard 2017-08-16
img

Amid industry concerns around ad fraud, viewability, transparency and more, global marketers are making radical changes to claw back control of their media activity – with 70% of brands amending media agency contracts to bring clarity to the buying process.

A fresh report from the World Federation of Advertisers (WFA) has indicated that household names are taking action to improve their media governance practices across a wide range of areas, rather than simply paying lip service to concerns.

Things came to a head last year after Procter & Gamble boss Marc Pritchard pledged to bring transparency to what he described as the “murky at best, fraudulent at worst” media supply chain.

As part of a step change in the way the industry scrutinises media buys, two-thirds of marketers have also decided to bulk up their internal capabilities by hiring dedicated staff to ensure there is clear ROI.

Meanwhile 89% said they are currently limiting, or planning to limit, investment in ad networks that do not allow the use of third-party verification following a brand safety furore at the start of the year.

Following on the from the US Association of National Advertisers (ANA) and K2 report into media transparency, which caused waves in the industry last year, the WFA has found that transparency remains the number one priority for almost half (47%) of brands.

collect
0
Jose Wenger 2018-11-26
img

Believe what you read: The portion of the media agency business that doesn’t go in-house is heading to consultancies.

A massive 74 percent of multinational clients are reviewing their rosters, according to data from the World Federation of Advertisers, while the IAB reports that 18 percent of advertisers have taken programmatic buying in-house with a further 47 percent starting down that path.

While such stats make great headlines, agencies need to be more confident and recognize the huge advantages they deliver for clients using whatever organizational model they choose to adopt.

Media agencies are also hugely beneficial to the communications process if advertisers decide to add more internal capability within their team for strategic planning, for example, and can dovetail with this team in order to create the most effective strategic direction.

Of course, agencies need to evolve as do clients.

Clients must decide how they want to pilot their plane, but ultimately if they want the most comfortable flight, a media agency should always be part of the flight deck.

collect
0
John Dumlao 2021-05-26
img
The European Union plans to beef up its response to online disinformation, with the Commission saying today it will step up efforts to combat harmful but not illegal content — including by pushing for smaller digital services and adtech companies to sign up to voluntary rules aimed at tackling the spread of this type of manipulative […]
collect
0
Daniel Murdock 2021-04-21
As the climate crisis remains an ongoing issue, there is a growing need for companies to adopt and maintain sustainability measures in order to reduce their carbon footprints. In response, the World Federation of Advertisers (WFA) has introduced the Planet Pledge to help marketers lead their organizations forward in their sustainability measures. The organization's new...
collect
0
Elizabeth Tinnin 2018-11-01
img

According to the World Federation of Advertisers, 65% of multinational brands will increase their influencer marketing spending next 12 months.

Recent research from Traackr and Brian Solis from Altimeter group offers evidence of this momentum with the number of companies moving from experimenting to implementing tactical influencer marketing programs increasing from 28% to 47%.

Fortunately, B2B influencer content is a speciality area for us and if you’re thinking about starting or evolving your business influencer engagement and content program, here are a few things to consider:

Anticipate the challenges with influencers, influencer marketing agencies and brand efforts:

Marketing agencies come in many flavors from those who are specialized to full service to advertising focused to content focused.

With potential influencer marketing agency partners, you really have to consider: How long have they been implementing influencer marketing programs in your industry, what examples can they share (with performance data) and what kind of relevant industry influencer network relationships have they built?

collect
0
Samuel Norton 2016-06-07
img

Global trade body the World Federation of Advertisers WFA has produced a useful guide to the digital ad industry's toxic sludge.

But it also urges publishers to be less desperate in chasing clicks and pennies.

But until the ad biz can clean up its act, they should be careful spending anything at all:

"Until the industry can prove that it has the capability to effectively deal with ad fraud, advertisers should use caution in relation to increasing their digital media investment, to limit their exposure to fraud," warns the report.

Spam sites are a particular problem for programmatic advertising trades.

Although some publishers might directly engage in purchasing traffic via botnets, nonhuman traffic on premium publishers is mostly because of low-quality sourced traffic, web crawlers and scrapers," says Ehsan Mokhtari, Sentrant CTO and a WFA board member.

The graphic illustrates where a pound of digital advertising spending actually goes.

collect
0
Joan Zappulla 2018-01-31
img

The issue of transparency continues to be a hot topic and even Facebook is ushering in more transparency by changing its sponsored formats.

A study from the World Federation of Advertisers (WFA) found that nearly 90% of advertisers are reviewing their programmatic advertising contracts as they look for more transparency.

And what more can marketers be doing to make the industry transparent and safe for every participant in the supply chain?

The Drum, in partnership with Iotec, have decided a radical change needs to happen, and fast.

It is why it is launching a panel event to an audience of senior brand marketers at an exclusive venue in London, to discuss these issues at length and find out what it will take to rebalance the whole ecosystem.

Hosted in Soho on 15 February, ‘Ethical Adtech: Does adtech have a heart?’ will reveal how marketers can tackle issues around viewability and brand safety – all the while sharing their own experiences of encountering challenges with transparency.

collect
0
Blaine Pilgrim 2019-02-01
img

Unilever is creating a cross-measurement initiative with tech and measurement companies to help it understand how its ads perform across platforms.

CMO Keith Weed told Business Insider he hopes Unilever's involvement with the World Federation of Advertisers will get other marketers to join the effort.

Unilever's efforts may have limited impact unless other brands follow its lead, though.

The cross-measurement effort fits into a larger initiative called the Digital Responsibility Framework that Unilever launched last year to focus on brand safety, measurement, and verification.

Unilever has been pushing for more transparency into its advertising buys for several years.

The packaged-goods giant behind brands like Lipton and Dove is working with the World Federation of Advertisers (WFA), Facebook, Google, Twitter, Nielsen, and Kantar Media to create the cross-media measurement model.

collect
0
Monte Martin 2019-01-30
img

Unilever is working on building a cross-media measurement model for measuring the impact of marketing campaigns across the advertising ecosystem, an ambitious project that will be the first measuring system of its kind.

The plan, which is aimed at better measuring who sees digital campaigns, the reaction to those campaigns and the impact of the campaigns, has the support of Facebook, Google and Twitter, representatives of which said in statements that they would work together with Unilever to help create a measurement solution.

The company has enlisted the World Federation of Advertisers to help spearhead the initiative.

Measurement providers Nielsen and Kantar Media have also come on board to help with cross-media measurement, which consists of TV, digital and social media.

“To realize our vision of a more transparent and high-quality digital ecosystem, our partnerships have been, and will remain, instrumental in developing an always-on, privacy-safe model for cross-media measurement,” Keith Weed, the CMO of Unilever, said in a statement.

“We are hugely encouraged that our digital and measurement partners worked with us to enable these significant steps towards solving the challenge of holistic media measurement.”

collect
0
Mildred Billups 2021-07-07
img
To capitalize on the promise of video advertising in mobile and CTV, and measure ad efficacy with confidence, business leaders must ensure that they’re reaching customers — not bots.
collect
0
Michael Smith 2018-05-17
img

The World Federation of Advertisers (WFA) have made more announcements at their Global Marketer Week in Tokyo, Japan this week, which was held alongside Advertising Week.

In additon to its Global Media Charter, It announced the release of ‘Guide to Progressive Gender Portrayals in Advertising’, which aims to challenge brand marketers to stop producing stereotypical ads and introduce a more progressive portrayal of both sexes in ads.

The global trade association is keen to use this guide to identify key steps that brand marketers should take to ensure their organisations embrace diversity both internally and externally.

Ranji DavidDirector - Asia Pacific, Marketing Services at WFA - The World Federation of Advertisers

"If last year was about a 'wake-up call' then this year is about taking back control."

It's a packed room of more than 70 marketing leaders at the WFA MediaTransformation session this morning in Tokyo with Luis Di Como at Unilever, Ben Jankowski at MasterCard, Sital Banerjee at Phillips, Julie Chan at Pfizer, Andrea Bernhardt at RB Health, Spencer Lee at AirAsia, and Fiona Lam at Volvo providing perspectives from the frontlines and the factors that build towards success.

collect
0
Ralph Miller 2017-04-20
img

The Drum consults various sources to gauge how relationships between adtech and publishers will likely pan out.

The ad industry's transparency trials

The Guardian's dispute with Rubicon is arguably the latest episode in an industry-wide move towards gaining increased transparency over just how ad dollars are channeled throughout the media supply chain, and who eventually pockets what?

Although the claims in said report were widely contested, the extent of the misgivings it helped spark were laid bare at this year’s IAB Leadership Summit, where Procter & Gamble's brand chief Marc Pritchard, voiced his intentions to review all of his agencies’ contracts with third-party vendors.

Add to this the pre-existing concerns around the viewability of ads served online, performance measurement issues around the industry’s ‘walled gardens’, as well as reports claiming that almost 25% of all digital ad spend is collected by fraudsters, and the need for further scrutiny is achingly apparent.

The spread of concern throughout the industry

collect
0
Jerrod Fenton 2016-06-01
img

Global advertising trade group, The World Federation of Advertisers WFA, has proposed plans that could see the creation of a global advertising watchdog that would regulate internet ads.

That's in addition to the 198 million desktop ad blocker users.

The coalition will help technology partners to collect data on the kind of advertising consumers find annoying.

WFA CEO Stephan Loerke explained that the proposals go one step further than other existing plans to identify and remedy the cause of ad blocking because they will be based on real consumer data — "removing the arbitrary opinions of industry leaders or self-appointed consumer representatives."

Loerke wouldn't discuss at this stage how the self-regulatory body would be funded — but he did say the cost would only be a fraction of global ad spend.

—Ad technology companies will stop serving formats and frequencies which the data indicates to be generally problematic, and will invest in developing experiences better aligned with consumers.

collect
0
George Patterson 2021-05-26
img

Here's why GARM and MRC are working together platform brand safety and where they're at in that slow-moving process.

The post Cheat Sheet: How GARM and MRC work together on platform brand safety appeared first on Digiday.

collect
0
Ramon Delo 2017-04-27
img

Two thirds of big brands have committed to increasing online ad spend despite ongoing concerns around ad fraud and misplacement, according to a study conducted by the World Federation of Advertisers and Ebiquity.

The study analysed the intentions and concerns of more than 50 global advertisers who collectively have an annual ad spend of more than $80bn.

The research found that around two thirds plan to increase spend with 12% maintaining the same levels and 21% indicating they will reduce online spend.

The investments come despite strong concerns around the ability to track performance, with 62% of respondents reporting that they are ‘dissatisfied’ with the overall level of measurement standards in online advertising, and only 45% clearly seeing the value it adds.

Nick Manning, chief strategy officer for Ebiquity, said the survey results showed that “advertisers are not convinced by current measurement standards” and highlights an industry wide desire for improved safety and measurement standards.

“Respondents demonstrate strong support for recent public calls by Marc Pritchard of Procter & Gamble and others for higher standards in independent measurement and verification in online advertising.”

Dana Millard 2017-08-16
img

Amid industry concerns around ad fraud, viewability, transparency and more, global marketers are making radical changes to claw back control of their media activity – with 70% of brands amending media agency contracts to bring clarity to the buying process.

A fresh report from the World Federation of Advertisers (WFA) has indicated that household names are taking action to improve their media governance practices across a wide range of areas, rather than simply paying lip service to concerns.

Things came to a head last year after Procter & Gamble boss Marc Pritchard pledged to bring transparency to what he described as the “murky at best, fraudulent at worst” media supply chain.

As part of a step change in the way the industry scrutinises media buys, two-thirds of marketers have also decided to bulk up their internal capabilities by hiring dedicated staff to ensure there is clear ROI.

Meanwhile 89% said they are currently limiting, or planning to limit, investment in ad networks that do not allow the use of third-party verification following a brand safety furore at the start of the year.

Following on the from the US Association of National Advertisers (ANA) and K2 report into media transparency, which caused waves in the industry last year, the WFA has found that transparency remains the number one priority for almost half (47%) of brands.

John Dumlao 2021-05-26
img
The European Union plans to beef up its response to online disinformation, with the Commission saying today it will step up efforts to combat harmful but not illegal content — including by pushing for smaller digital services and adtech companies to sign up to voluntary rules aimed at tackling the spread of this type of manipulative […]
Elizabeth Tinnin 2018-11-01
img

According to the World Federation of Advertisers, 65% of multinational brands will increase their influencer marketing spending next 12 months.

Recent research from Traackr and Brian Solis from Altimeter group offers evidence of this momentum with the number of companies moving from experimenting to implementing tactical influencer marketing programs increasing from 28% to 47%.

Fortunately, B2B influencer content is a speciality area for us and if you’re thinking about starting or evolving your business influencer engagement and content program, here are a few things to consider:

Anticipate the challenges with influencers, influencer marketing agencies and brand efforts:

Marketing agencies come in many flavors from those who are specialized to full service to advertising focused to content focused.

With potential influencer marketing agency partners, you really have to consider: How long have they been implementing influencer marketing programs in your industry, what examples can they share (with performance data) and what kind of relevant industry influencer network relationships have they built?

Joan Zappulla 2018-01-31
img

The issue of transparency continues to be a hot topic and even Facebook is ushering in more transparency by changing its sponsored formats.

A study from the World Federation of Advertisers (WFA) found that nearly 90% of advertisers are reviewing their programmatic advertising contracts as they look for more transparency.

And what more can marketers be doing to make the industry transparent and safe for every participant in the supply chain?

The Drum, in partnership with Iotec, have decided a radical change needs to happen, and fast.

It is why it is launching a panel event to an audience of senior brand marketers at an exclusive venue in London, to discuss these issues at length and find out what it will take to rebalance the whole ecosystem.

Hosted in Soho on 15 February, ‘Ethical Adtech: Does adtech have a heart?’ will reveal how marketers can tackle issues around viewability and brand safety – all the while sharing their own experiences of encountering challenges with transparency.

Monte Martin 2019-01-30
img

Unilever is working on building a cross-media measurement model for measuring the impact of marketing campaigns across the advertising ecosystem, an ambitious project that will be the first measuring system of its kind.

The plan, which is aimed at better measuring who sees digital campaigns, the reaction to those campaigns and the impact of the campaigns, has the support of Facebook, Google and Twitter, representatives of which said in statements that they would work together with Unilever to help create a measurement solution.

The company has enlisted the World Federation of Advertisers to help spearhead the initiative.

Measurement providers Nielsen and Kantar Media have also come on board to help with cross-media measurement, which consists of TV, digital and social media.

“To realize our vision of a more transparent and high-quality digital ecosystem, our partnerships have been, and will remain, instrumental in developing an always-on, privacy-safe model for cross-media measurement,” Keith Weed, the CMO of Unilever, said in a statement.

“We are hugely encouraged that our digital and measurement partners worked with us to enable these significant steps towards solving the challenge of holistic media measurement.”

Michael Smith 2018-05-17
img

The World Federation of Advertisers (WFA) have made more announcements at their Global Marketer Week in Tokyo, Japan this week, which was held alongside Advertising Week.

In additon to its Global Media Charter, It announced the release of ‘Guide to Progressive Gender Portrayals in Advertising’, which aims to challenge brand marketers to stop producing stereotypical ads and introduce a more progressive portrayal of both sexes in ads.

The global trade association is keen to use this guide to identify key steps that brand marketers should take to ensure their organisations embrace diversity both internally and externally.

Ranji DavidDirector - Asia Pacific, Marketing Services at WFA - The World Federation of Advertisers

"If last year was about a 'wake-up call' then this year is about taking back control."

It's a packed room of more than 70 marketing leaders at the WFA MediaTransformation session this morning in Tokyo with Luis Di Como at Unilever, Ben Jankowski at MasterCard, Sital Banerjee at Phillips, Julie Chan at Pfizer, Andrea Bernhardt at RB Health, Spencer Lee at AirAsia, and Fiona Lam at Volvo providing perspectives from the frontlines and the factors that build towards success.

Jerrod Fenton 2016-06-01
img

Global advertising trade group, The World Federation of Advertisers WFA, has proposed plans that could see the creation of a global advertising watchdog that would regulate internet ads.

That's in addition to the 198 million desktop ad blocker users.

The coalition will help technology partners to collect data on the kind of advertising consumers find annoying.

WFA CEO Stephan Loerke explained that the proposals go one step further than other existing plans to identify and remedy the cause of ad blocking because they will be based on real consumer data — "removing the arbitrary opinions of industry leaders or self-appointed consumer representatives."

Loerke wouldn't discuss at this stage how the self-regulatory body would be funded — but he did say the cost would only be a fraction of global ad spend.

—Ad technology companies will stop serving formats and frequencies which the data indicates to be generally problematic, and will invest in developing experiences better aligned with consumers.

Evelyn Fowler 2017-06-23
img

Marketers are demanding more accountability

Photo Illustration: Yuliya Kim, Sources: Getty Images

In recent years, marketers have made it clear that they need greater transparency in their digital advertising.

a portal that lets clients see—in real-time—how much money they’re spending with online vendors, along with how successfully those ads are performing.

Havas global managing director Dominique Delport said that tracking “literally every penny” of online ad buys will allow brands to retain more confidence surrounding their digital spend.

For marketers, this new technology goes a long way in building trust within the ad ecosystem and offering advertisers the transparency they need.

Jose Wenger 2018-11-26
img

Believe what you read: The portion of the media agency business that doesn’t go in-house is heading to consultancies.

A massive 74 percent of multinational clients are reviewing their rosters, according to data from the World Federation of Advertisers, while the IAB reports that 18 percent of advertisers have taken programmatic buying in-house with a further 47 percent starting down that path.

While such stats make great headlines, agencies need to be more confident and recognize the huge advantages they deliver for clients using whatever organizational model they choose to adopt.

Media agencies are also hugely beneficial to the communications process if advertisers decide to add more internal capability within their team for strategic planning, for example, and can dovetail with this team in order to create the most effective strategic direction.

Of course, agencies need to evolve as do clients.

Clients must decide how they want to pilot their plane, but ultimately if they want the most comfortable flight, a media agency should always be part of the flight deck.

Daniel Murdock 2021-04-21
As the climate crisis remains an ongoing issue, there is a growing need for companies to adopt and maintain sustainability measures in order to reduce their carbon footprints. In response, the World Federation of Advertisers (WFA) has introduced the Planet Pledge to help marketers lead their organizations forward in their sustainability measures. The organization's new...
Samuel Norton 2016-06-07
img

Global trade body the World Federation of Advertisers WFA has produced a useful guide to the digital ad industry's toxic sludge.

But it also urges publishers to be less desperate in chasing clicks and pennies.

But until the ad biz can clean up its act, they should be careful spending anything at all:

"Until the industry can prove that it has the capability to effectively deal with ad fraud, advertisers should use caution in relation to increasing their digital media investment, to limit their exposure to fraud," warns the report.

Spam sites are a particular problem for programmatic advertising trades.

Although some publishers might directly engage in purchasing traffic via botnets, nonhuman traffic on premium publishers is mostly because of low-quality sourced traffic, web crawlers and scrapers," says Ehsan Mokhtari, Sentrant CTO and a WFA board member.

The graphic illustrates where a pound of digital advertising spending actually goes.

Blaine Pilgrim 2019-02-01
img

Unilever is creating a cross-measurement initiative with tech and measurement companies to help it understand how its ads perform across platforms.

CMO Keith Weed told Business Insider he hopes Unilever's involvement with the World Federation of Advertisers will get other marketers to join the effort.

Unilever's efforts may have limited impact unless other brands follow its lead, though.

The cross-measurement effort fits into a larger initiative called the Digital Responsibility Framework that Unilever launched last year to focus on brand safety, measurement, and verification.

Unilever has been pushing for more transparency into its advertising buys for several years.

The packaged-goods giant behind brands like Lipton and Dove is working with the World Federation of Advertisers (WFA), Facebook, Google, Twitter, Nielsen, and Kantar Media to create the cross-media measurement model.

Mildred Billups 2021-07-07
img
To capitalize on the promise of video advertising in mobile and CTV, and measure ad efficacy with confidence, business leaders must ensure that they’re reaching customers — not bots.
Ralph Miller 2017-04-20
img

The Drum consults various sources to gauge how relationships between adtech and publishers will likely pan out.

The ad industry's transparency trials

The Guardian's dispute with Rubicon is arguably the latest episode in an industry-wide move towards gaining increased transparency over just how ad dollars are channeled throughout the media supply chain, and who eventually pockets what?

Although the claims in said report were widely contested, the extent of the misgivings it helped spark were laid bare at this year’s IAB Leadership Summit, where Procter & Gamble's brand chief Marc Pritchard, voiced his intentions to review all of his agencies’ contracts with third-party vendors.

Add to this the pre-existing concerns around the viewability of ads served online, performance measurement issues around the industry’s ‘walled gardens’, as well as reports claiming that almost 25% of all digital ad spend is collected by fraudsters, and the need for further scrutiny is achingly apparent.

The spread of concern throughout the industry

George Patterson 2021-05-26
img

Here's why GARM and MRC are working together platform brand safety and where they're at in that slow-moving process.

The post Cheat Sheet: How GARM and MRC work together on platform brand safety appeared first on Digiday.