Trust Between Marketers and Agencies Is Earned!

Less than 30 percent of respondents to the ANA member survey indicated the current level of trust between clientside marketers and advertising agencies is high and that is a concern287 percent identified trust as being quothighquot546 percent identified trust as being quotmoderatequot167 percent identified trust as being quotlowquotAcross all respondents those characterizing the current level of trust between clientside marketers as being high moderate or low transparency was a common denominatoramp160 In other words enhanced transparency contributes to high trust transparency concerns contribute to moderate and low trustVersus two to three years ago the majority of respondents 59 percent said they feel trust between clientside marketers and advertising agencies has stayed about the sameamp160 More alarmingly more than twice as many respondents 28 percent feel trust has declined versus those 13 percent who feel trust has improvedClearly the industry has not yet rebounded from the transparency issues first brought into the mainstream by Jon Mandel39s speech at the 2015 ANA Media Conference and then by the 2016 ANAcommissioned report from K2 Intelligence quotAn Independent Study of Media Transparency in the US Advertising Industryquotamp160amp160 Media agencies in particular need to take noticeTo help chart a more positive and productive course moving forward the new ANA report provides perspective from members on ways to enhance trust between clientside marketers and advertising agenciesamp160 Key themes focused on the fundamentals of better communication alignment enhanced transparency agencies understanding the business fair compensationamp160and marketers needing to invest timeresourcesamp160To address trust issues the ANA has launched the ANA Trust Consortiumamp160 The goal of the Trust Consortium is to restore trust between marketers and the digital supply chainamp160 The Trust Consortium will be a voice for brands on transparency measurement auditing digital fraudamp160and brand safety ANA general counsel Reed Smith will assume a leadership role in itsamp160overall operationsThe more transparency brands have the better they can manage their marketing investments and reach consumersamp160 A transparent marketplace best assures that brands control decisions on how they spend billions of dollarsamp160 And a transparent marketplace elevates trustamp160 But as one ANA survey respondent said quotTrust is earnedquotMuch more can be found in the new ANA report quotEnhancing Trust Between Marketers and AgenciesquotClick 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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Trust Between Marketers and Agencies Is Earned!

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Bill Duggan

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Trust Between Marketers and Agencies Is Earned!

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Bill Duggan

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