• by Ross Fadner , November 6, 2008

What can vertical and horizontal networks do to gain more trust from the agency community? That’s the question John Gray, VP Interactive Media, Enlighten, had for a panel of mostly ad agency representatives at the OMMA AdNets show in New York.

 

All were in agreement that transparency is key. Kelly Train, Media Supervisor for G2 Direct and Digital, said she has two clients who flat out refuse to run ad networks, because for them, the transparency isn’t there. She said the conversation with the network should be less “who don’t you want to run on?” and more “who do you want to run on?”

 

Caroline Chianese, Partner and Group Planning Director for OgilvyOne Worldwide, added that clients want to know who else is advertising on that network before committing dollars there. They want to see case studies. “The only way to get in the door is to be as transparent as possible,” Chianese said.