#mediasnack

On this week’s #MediaSnack Tom and David look at some new research suggesting that half of US advertisers are not engaging with their media agency over the findings of the ANA’s Media Transparency report, even though it is nearly 5 months since it was published. This seems to reflect the different stages of reaction that ID Comms has experienced from a wide spectrum of advertisers; some took immediate action back, some are still considering the best course of action and some are seemingly unaware or unconcerned by the ANA's report.The typical response (largely correctly in our view) is that advertisers should have scrutinized their own circumstances by looking at their existing media agency contracts and we helped them quickly establish the level of protection or exposure they face in the areas of “non-transparent practices” detailed by the ANA report. Once we have helped the advertiser establish a point of view of their current situation, then they need to make plans to correct or improve the contract. It is