ANA Transparency Day
Transparency has probably been the biggest story in the advertising industry over the past year. In fact, ANA members voted “transparency” as the ANA 2016 Marketing Word of the Year. Further, ANA was honored to be recognized by Advertising Age on its 2016 year-end Marketer A-List for our work on transparency. ANA Transparency Day will bring together a spectrum of perspective on transparency with a focus on practical action steps and solutions.
Start: Thursday, January 26, 2017 at 12:00pm
End: Thursday, January 26, 2017 at 5:00pm
708 3rd Avenue & 44th Street
New York, NY 10017
**THIS IS A FREE EVENT FOR ANA MEMBERS ONLY**
|ANA||BAA/BMA Gold||BAA/BMA Silver||BMA Individual||Non Member|
|Registration||ANA $0||BAA/BMA Gold N/A||BAA/BMA Silver N/A||BMA Individual N/A||Non Member N/A|
Thursday, January 26, 2017
MEDIA TRANSPARENCY BASELINE: KEY HIGHLIGHTS OF THE K2 INTELLIGENCE REPORT
ANA commissioned K2 Intelligence to lead the fact-finding of an independent study of media transparency issues in the U.S. advertising industry. Their report found non-transparent business practices in media buying to be pervasive. This session will provide a high level summary of the K2 report.
MEDIA TRANSPARENCY: PRESCRIPTIONS, PRINCIPLES, AND PROCESSES FOR ADVERTISERS
To help advertisers address the transparency issues identified in the K2 study, ANA and Ebiquity/FirmDecisions developed recommendations designed to provide greater transparency and certainty for advertisers in their relationships with media agencies and ensure that advertisers are able to take greater control of their media spend. Specific areas covered include: agency versus principal status, contract content, audit rights, contract governance, data, advertiser responsibilities, and a code of conduct.
The contract defines the commercial relationship between advertiser and agency. The ANA, in conjunction with its General Counsel, Reed Smith LLP, has developed a media agency Master Media Planning & Buying Services Agreement which can be used by advertisers in developing their own agency agreement.
Programmatic media is the “new reality” and is big and getting bigger. Programmatic has expanded beyond desktop digital display to mobile, video, television, radio, out-of-home, digital place based media, and print. Benefits include efficiency, targeting, effectiveness, scalability, and ROI. However, there are transparency issues with programmatic. The supply chain between the advertiser and the publisher is complex and murky and that opacity is costing advertisers money. This session will address transparency issues in programmatic buying and offer practical recommendations for advertisers.
In early December the Wall Street Journal broke the news that the U.S. Department of Justice is investigating advertising agencies for inappropriate bid rigging related to production. Meanwhile, in October the ANA launched the Production Transparency Task Force whose mission is to assess whether there are non-transparent advertising agency practices in production and to develop recommendations for improvement. This session will provide an update on learning to date from the task force.
“ANA Unplugged” Networking Reception
Please join us for the first-ever “ANA Unplugged” networking reception. Open to ANA members and invited guests. Enjoy beer, wine, and good conversation. Plus, a Q&A with Jon Mandel, former media agency chairman/CEO and the man who brought public attention to the industry debate around media agency transparency.
This reception requires a separate registration. To register for the cocktail reception, please click here.