Tom Denford and David Indo from ID Comms: structuring your marketing team, transparency and ad blocking

On this week’s #MediaSnack, David Indo talks about his recent presentation to the World Federation of Advertisers Sourcing Forum on the subject of marketing operational structures. The talk, to some of the world’s most influential marketing procurement leaders, follows research conducted jointly by ID Comms and the WFA. A white paper will be published by the WFA shortly.

David and Tom also discuss the launch of the ID Comms 2016 Media Transparency Survey, which looks into how the myriad transparency issues might be affecting trust between advertisers and their media agencies.

The aim is to provide insight into which areas of transparency might be most influential in building trust and how transparency can become an aspirational business principle rather than something toxic.

The survey closes on March 4, to participate in the survey please follow this link.

Finally, Tom and David discuss news that some major mobile network operators are considering providing their users with network-wide ad-blocking technology.

Such a move would allow customers to have better control over how ads are served to mobile devices and reflects the fact that many consumers are fatigued with poor quality, intrusive ads on mobile.

It coincides with Mobile World Congress (MWC) in Barcelona, where Sir Martin Sorrell highlighted the gap between mobile’s share of global ad spend (6%) versus consumer media time spent on mobile (25%).

Agencies want to reduce that gap, the mobile networks and consumers might have something to say about how they do it.

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