Hopes for 2018

I hope advertisers continue the process of taking back control of their media activitiesamp160 As well as making or at the very least monitoring buys I can see greater efforts to link their business metrics to media spendamp160 Clients will continue to correct the historic error they made delegating all spend responsibilities to their media agencies with the minimum of involvement or supervisionI hope the network media agencies who will otherwise surely lose out in the age of the more informed and engaged advertiser get their act together The industry needs the biggest to be betteramp160amp160That means restoring trust through their planning capabilitiesamp160and justifying why that39s something worth paying foramp160 With many changes at the top of the networks maybe 2018 will be better than their dreadful last twoamp160yearsI hope for continued success for the independentsamp160 The business needs a flourishing independent sectoramp160 It would be good for the business if one of them could land a multinational against the might of the networksamp160 I suspect they mightI hope not for the first time that quotcollaborationquotamp160becomes the key media agency word of 2018amp160 The agencies need to focus on their core strengths and recognize that the likes of Iotec Neustar and the management consultancies offer something they can39tamp160 The opposite is true too of courseI hope quotcontextquotamp160becomes the key media measurement word for 2018amp160 We all know that reading something in a newspaper or magazine is different from scanning a social media platform that viewing something on a proper TV set is a different experience from viewing the same thing on a phone It39s time to recognize these differences in every wayamp160including how we quantify exposureNext as last year I hope that quality journalism will continue to flourish despite all the quotfake newsquotamp160noiseamp160 The signs are there in the US with some of their greatest newspapers reporting improved numbersamp160 Here in the UK the picture is mixed virtually every paper had a dire November but there are stirringsI hope creativity wins over bald numbersamp160 Clients may prefer the certainty of numbers over the risky business of backing their judgements isn39t that what they39re paid for but the fact that most online ads suck does noone any favors and will ultimately risk the health of their brandsamp160 Marketing isn39t just about picking the biggest numberFinally I hope media agency leaders step up and speak out more on media topics of great concern to their clients such as the increasing domination of GAFAamp160amp160They have the platformamp160 They need to spend less time worrying about their selfserving deals and more on doing what they can to ensure their clients have access to a flourishing and diverse media landscape within which to promote and grow their businessesClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Hopes for 2018

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Brian Jacobs

Don’t’ Back Down; Double Down on DEI Investments - By Jack Myers

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Hopes for 2018

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Brian Jacobs

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