The Association of National Advertisers (ANA) just released a report on media transparency that is sending shock waves through the advertising industry. The report’s key findings include that many “non-transparent business practices, including cash rebates to media agencies, [are] pervasive in the U.S. media ad buying ecosystem.”
As soon as the report hit, our phones started ringing – our clients wanted to know what we, an agnostic third-party in the ad ecosystem, made of the findings.
Infinitive Executive Steve Malinchock shares our perspective on the media transparency report in the video below – watch it now for our take on what this report means for big global brands, their relationships with their agencies, and why taking back control of your data is a key element of moving forward.
Why Infinitive Recommends Taking Back Your Data: Increasing Transparency with the 3 ‘C’s of Successful Advertising
This report makes clear that there’s a HUGE problem with transparency – many companies lack insights into their own data and as a result, also lose out on capabilities they should have. As Steve explains in the video, we work to help our clients get control of more of their own data and capabilities, rather than leaving control solely with agencies. Infinitive’s methodology is built upon what we call “The Three ‘C’s” for data-driven marketing and advertising:
1. COMPLETE Customer View:
Do you know what your customer looks like? You need to have a complete view of your customer, including both anonymous and known interactions. Ideally you have this complete view of the customer, which you can then pass on to your agency to make the right media buys.
2. CONTROL of Campaigns:
This means having the ability to tweak a campaign partway through, rather than having to wait for post-campaign analysis. Solid mid-stream campaign control allows you to optimize campaigns as they are running, which allows for better ROI and results.
3. CONNECT Results to the Business:
Your advertising campaign results shouldn’t exist in silos, or require manual efforts to tie back into your enterprise reporting. If you have a lot of cut-and-paste going on, then you probably don’t have a lot of connection to your data. Bring customer data and results back into your company so you can leverage insights for business decision-making at the enterprise level.
Whatever your relationship with your agency, you don’t know what you don’t know. Stop sending big checks without having full transparency into what is going on.
And if you’re ready to start taking your data back, get in touch with us – we’ve got a team of marketing and advertising solutions experts ready to help you get complete, connected control of your data to drive more value for your business.