Media Leadership Committee, West Coast Chapter
The Media Leadership Committee, West Coast Chapter is for members with a senior-level role leading integrated media strategy within their organizations. The committee will take a holistic, channel neutral approach to media with a focus on the media types of most interest to members. We will drive industry thought leadership, share best practices and expertise, and facilitate discussion and topics to inform better decision making. The committee will provide a forum for members to elevate themselves and their respective organizations via interaction with their peers (i.e., the media leaders at some of the most important companies in the world!), as well as an outside perspective from invited guests.
This committee helps program the ANA Masters of Media Conference, next planned for March 1-3, 2017 at The JW Marriott Grande Lakes in Orlando, FL. Click here for the 2017 conference agenda.
Committee Chair: Michael Kelly, Senior Influencer Program and Social Media Manager, Plantronics, Inc.
ANA staff managing the Media Leadership Committee, West Coast Chapter are Meghan Medlock and Molly Knol.
- Media transparency
- The multi-media marketplace (e.g., supply/demand, inflation)
- Cross-platform programs
- Emerging media opportunities
- Global media issues
- Media agency relationship management
- Media measurement
- Organizational structure for internal media management
- Procurement's role in media buying
ANA has been active on the issue of media transparency since 2011 when discussions on transparency began on a grass roots level in ANA committee meetings, including the Media Leadership Committee. Those efforts paid off in 2016 with the release of the following:
- The report “An Independent Study of Media Transparency in the U.S. Advertising Industry,” which concluded that non-transparent business practices were pervasive in the U.S. media ad-buying ecosystem.
- “Media Transparency: Prescriptions, Principles, and Processes for Advertisers,” which outlines recommended responsibilities for advertisers and agencies.
Sourced Traffic: Buyer Beware!
The concept of sourced traffic, or traffic sourcing (any method by which digital media sellers acquire visitors through third parties) is unique to digital advertising. Marketers investing in digital advertising need to understand sourced traffic, the issues associated with it — including lack of transparency and high levels of bot fraud — and the action steps required to safeguard investments and optimize spending.
Programmatic Transforms Digital Media Buying
Programmatic buying remains a huge opportunity as marketers are allocating a greater proportion of their media spend to programmatic while expanding its use well beyond online display to include all media types. While programmatic offers the benefits of targeting and efficiency, it also has many challenges including a lack of transparency and higher levels of fraud. This ANA/Forrester Research survey provides a view on the "current state of programmatic" among the client-side marketing community. (Available to ANA members only.)
The Bot Baseline: Fraud in Digital Advertising
In 2014, the ANA and White Ops partnered to release the Bot Baseline study, considered by many to be the seminal report on advertising fraud. The 2014 study helped provide the industry with a better understanding of the impact of fraud on the online advertising ecosystem and provided a series of action steps to help stakeholders reduce fraud. In 2015, ANA and White Ops worked together again to repeat the study, this time with a larger group of participants: 49 advertisers versus 36 in 2014. These participants deployed White Ops detection tags on their digital advertising to measure bot fraud, or non-human traffic. Data was collected from August 1 to September 30, 2015. All participants received proprietary information on their buys. The aggregate data is reported in the 2015 Bot Baseline study, with an updated series of action steps to help industry stakeholders combat fraud.
Brands Working With Startups
ANA conducted research, "Brands Working With Startups," in conjunction with the CTA (Consumer Technology Association). The purpose was to explore marketers' perceptions, attitudes and behaviors toward engaging the startup community in the marketing and advertising space. Specifically it examines how brands work with startups, approaches to using startups, activities associated with startups, pros and cons of using startups, experience with startups and expectations with startups.
The Critical Need for Accredited Third-Party Measurement for Viewability of Digital Advertising
ANA conducted a member survey on the issue of independent third-party measurement for viewability of digital advertising. Some large digital media owners do not allow third-party measurement vendors to report viewable ad impressions to their clients and instead, rely on internally derived metrics that have not been independently verified. This means marketers must trust the viewability metrics provided by those digital media owners, without any independent verification, to determine if their ads performed as contracted. Key survey findings include (a) an overwhelming 97 percent of marketers believe that the larger digital media owners should allow their inventory to be measured by a third party and (b) 61 percent of respondents would shift their spending elsewhere, if a digital media owner does not provide third-party measurement.
The Connected TV Opportunity
Connected TV refers to when a television is connected to the Internet. This includes Smart TVs where the connection is built into the TV, or any IP-connected over-the-top (OTT) device/box such as Amazon Fire TV, Android TV, Apple TV, PlayStation, Roku, or Xbox that brings an array of content apps directly to a TV screen. ANA and BrightLine teamed-up to research how the overall ANA member community is using connected TV/OTT devices. The large majority of total respondents believe connected TV is an opportunity for the television advertising industry, with audience targeting cited as the top benefit.
Advertising Is Going Native
Native advertising is an advertising method in which the advertiser attempts to gain attention by providing messaging in the context of the user's experience. Native ad formats match both the form and function of the user experience in which they are placed. The advertiser's intent is to make the paid advertising feel less intrusive and increase the likelihood users will engage with it. The ANA white paper "Advertising Is Going Native" covers issues including how marketers use and budget for native advertising, manage its implementation internally and externally, measure its success, and opinions on disclosure and ethics.
Media Buying's Evolution Challenges Marketers
The rise of digital media and the increasing use of new, automated, impression-by-impression platforms for planning, buying, and measuring all forms of media have upended traditional marketing and media buying processes. ANA teamed with Forrester Research to better understand how marketers in charge of important media budgets are coping with this evolution. The research focuses on media transparency, programmatic buying, and metrics.
Optimizing Integrated Multi-Screen Campaigns Survey
This survey was conducted by ANA in partnership with Nielsen. Integrated multi-screen campaigns are defined as campaigns that have the same set of marketing objectives and run during a similar timeframe across two or more screens, including TV, computer, tablet, mobile phone, and digital place-based media. The objectives of this survey included assessing the importance of integrated multi-screen campaigns, evaluating the metrics used to measure their success, examining the attributes that can lead to increased spend on multi-screen campaigns, ascertaining the importance of the different screen types, and determining the ad formats best suited for integrated multi-screen advertising.
Brand-Specific Commercial Ratings-Benefits and Solution Providers
Earlier this year ANA convened the Commercial Ratings Summit, and then a follow-up webinar, to discuss solutions that could help facilitate the availability of brand-specific commercial ratings for television. Those events featured presentations from eight companies: comScore, INVIDI Technologies, Kantar Media, Nielsen, PrecisionDemand, Rentrak, Simulmedia, and TRA. ANA released a new white paper "Brand-Specific Commerical Ratings-Benefits and Solution Providers" which highlights solutions from these respective companies for brand-specific commercial ratings, including case studies, and helps continue the industry dialogue on this issue.
Agency Trading Desks White Paper
The purpose of this document is to educate ANA members on agency trading desks regarding what they are, what they do, potential benefits, questions to ask, and more.