The Kite Factory’s Post

We’re proud to share the latest report from New Digital Age on Human Error in Media Buying. Human error costs the industry an estimated $23 billion annually, or 4.5% of digital ad spend, and these mistakes can have a significant impact on businesses. The report brings together industry experts, including our Chief Digital Officer Ben Foster, to share valuable insights, delving into the challenges and offering practical solutions for media buyers. A big shout-out to everyone who contributed to this important work! 📥 Access the report via the link below. https://lnkd.in/e_MfQWiu #DigitalAdvertising #MediaBuying #IndustryInsights

A major storm is building in the media industry, and nobody knows what its aftermath will be. Principal media has been around for a while, but recently it has become a widely extended practice at Holding companies and Network Agencies. Industry experts such as Nick Manning, Brian Jacobs, GORDAN DOMLIJA, Alex Lawton, Koen Smeets, or Sergio Maldonado (to mention a few) have been outspoken about the problems and destructive nature of this practice for some time. If you are a marketeer, an advertiser, a media sales rep, or a creative agency, you should know about this practice and its damaging effects on your business. Luckily, with the publication of the Association of National Advertisers "The Acceleration of Principal Media" Report, there is now an industry-wide debate. #agencyvsprincipal #postdigital #strategyfirst #planningfreedom #areyoubuyingorselling #desintermediation 💥 💣 ⚡ 🌪 https://lnkd.in/e6pA8rKM

In the Principal Media intermediation-based trading model, challenger brands, local champions, newcomers, or what "they" call "tier 2" clients add their media spend to these undisclosed trading deals. The result is that they are benefitting the "agency" and other companies with bigger spend (aka "Tier 1" clients) involved in the deal. We believe in helping smart brands to outsmart with big ideas and strategies instead of the mirage of outspending by piggybacking on pooled volumes. #postdigital #makingdifferenthappen #desintermediation #rebirthoftheagency

🤔Are you concerned about the rise of Proprietary/Inventory Media and the money you're wasting on Programmatic campaigns? MMC's new Playbook for Advertisers takes a deep dive into the lack of Media Transparency across the industry, and why client-agency relationships need to be moved to a different footing. Download it now to discover:   💡How the changes in media and consumer adoption have affected the Marketing eco-system and the role of the Media Agency 💡Trends and risks in the Marketing Services industry 💡The advertiser point of view 💡Actionable recommendations for maximum accountability, transparency and effectiveness. ➡ https://lnkd.in/gJYncGpz #mediatransparency #marketingtransparency #marketingprocurement #mediaandmarketingcompliance

Principal Based Buying and Programmatic Media have been recurring themes over the past 4 days #AFM. Here’s how to optimize your media investment.

Industry forecasts predict global ad revenue will soar past $1 trillion, with digital advertising leading the charge, making up nearly 77% of total ad spending. This isn’t just growth - it’s a transformation in how brands connect with consumers. For marketers, brands, and agencies, this shift brings new opportunities and fresh challenges. Discover more here: https://lnkd.in/eA9jHP4g #MarketingTrends #GlobalAdSpend #FutureOfMarketing

Insightful and talking to the heart of the media buying value exchange! I would encourage everyone to read the latest article from Ryan Lewis in The Drum: https://lnkd.in/eKqGE_Dz

Platform owners – are these questions top of mind for you? 💰 Who is spending the most with my competitors? 📊 How does my market share compare across channels? 📈 How does my competitors’ campaigns perform compared to mine? If you’re looking for an inside look into how competing platforms are performing on the advertising landscape, Nielsen Ad Intel might be the solution. Drop me a message to learn more! https://bit.ly/3HcNHv7

Platform owners – are these questions top of mind for you? 💰 Who is spending the most with my competitors? 📊 How does my market share compare across channels? 📈 How does my competitors’ campaigns perform compared to mine? If you’re looking for an inside look into how competing platforms are performing on the advertising landscape, Nielsen Ad Intel might be the solution. Drop me a message to learn more! https://bit.ly/3HcNHv7

Media buying in today's advertising landscape has become increasingly complex. As principal media grows in prevalence, marketers need to assess the benefits and challenges of the approach. 4A's EVP of Media, Tech and Data Ashwini Karandikar highlights a key benefit for advertisers: access to data products from some tech platforms that are only available to those who meet a certain spend threshold. Read more in this The Wall Street Journal piece by Megan Graham: https://on.wsj.com/46B4fcd #principalbuying #media #advertising