ID Comms

Tom Denford and David Indo from ID Comms: ANA media transparency report one year later

In this week’s episode of #MediaSnack Tom and David talk about changes taking place on the advertiser side 12 months after the release of the ANA report.

So, everyone has been curious what the ANA’s members are actually doing with these insights. Was anyone taking any action? Where was the impact being felt? Well, now we know because the ANA have surveyed 190 of their members and asked them what they’ve actually been doing in the year since the report came out.

In the recent survey of its members, ANA found that over 60 per cent of the respondents have taken steps to tackle media transparency in their organisation in some form. One of the key actions was revision and update of contract terms. There was also a big improvement in the area of media auditing: more advertisers have started to audit their media agencies in the last year.

This is a massive improvement, however there is still a lot of work to be done. David argues that changes like this will gradually get greater traction:

“The industry is on the road to restoring trust, but has a long way to go. To preserve marketplace integrity and protect shareholder values, advertisers cannot let up and must continue to pressure agencies for complete transparency. The delays and public denials by agencies (despite reality) cannot continue.”

On the back of the transparency report, the Department of Justice in the US started to look more closely into the media production industry. This investigation is in progress right now, and we think that at some point it will move to other areas of the industry.

That leads us to our question of the day:

Will the US Department of Justice investigation into advertising production move into media at some point?

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