The portion of marketing executives who said they expect their in-house work to increase somewhat or significantly fell from 63% to 37% in the past year.
While advertisers and agencies agree the process is broken, that's where they split and the finger-pointing begins.
A new Forrester report -- commissioned by the 4As and Google -- concludes that agency-client relationships remain strong, albeit with room for improvement.
Agency execs are somewhat more pessimistic about the direction of the ad and media services industry than their clients, according to findings of a study by Advertiser Perceptions for "Research
Intelligencer." The findings show a majority of both groups believe the industry is "going through a difficult time," but a slightly higher percentage of agency respondents said they feel that way.
Moreover, 3% of agency executives describe it as "going horribly wrong."
Media rebates paid to ad agencies, but not disclosed to their clients, remains the biggest issue contributing to a breakdown in trust in the ad industry, according to just-released findings of a study
conducted by Reed Smith for the Association of National Advertisers. The study showed that 32% of respondents cited media rebates as "a big problem." Other issues cited as contributing to the
breakdown of trust included invalid traffic and digital ad fraud, data confidentiality, and agencies reselling media to clients with an undisclosed markup -- all cited as "a big problem" by 30% of
Data is being in-housed, but could more media functions follow? New figures show it is entirely possible.
Advertisers and agencies are misaligned on their views of media agency performance on key issues, according to findings of multinational study by ad management consultancy ID Coms. The study, "Media
Thinking Report" 2019, updates a similar study conducted in 2017 and finds agencies and their clients are divided on their agencies' media performance, especially when it comes to so-called "media
Research by ID Comms has shown advertisers are less impressed with their media agencies than two years ago. "The Drum" reveals that scores for attributes, such as providing data-fuelled insights, are
noticeably down compared to the same questions posed in 2017.
In some sectors, two in three CMOs are in-housing, but agencies with expertise will still prosper.
Agencies may have feared the wrong enemy, as the new opportunity is being a partner for growth.
The Lab brings together departments focused on data science, web development and IT, product development and design, market research, media analytics, and subject matter experts in media.
Research shows that some functions are going in-house, but brands still want to retain a media agency.
Some 71% of survey respondents rated levels of investment in media training unsatisfactory or entirely unsatisfactory.
Kenshoo and Omnicom Media Group are partnering to develop research, campaign auditing and retail workshops and collaborate on employee training and accreditation, to improve performance across search,
social and e-commerce advertising.
Four out of five clients expect billing arrangements to shift to performance over head count this year.
The study, "The State Of Local SEO," has been issued by SEO software company Moz.
"I don't trust you. It's you, not me. We need to talk. It's time to pitch." And repeat.
Forty percent don't trust each other, and 40% think trust levels are just "average." Transparency is still opening wounds.
Only 10% of advertisers and agencies believe there is a good level of trust in their relationship, a significant decline from the figures revealed by ID Comms two years ago, when it published its
first Global Media Transparency Survey, "The Drum" reports.
Two in three marketers believe they think brands are not aware how their demands impact agency working culture, new research shows. However, the same research from CreativeBrief shows that nearly nine
in ten brands believe they do take this in to account, "Campaign" reveals.
The research also included in-depth interviews with the CMOs of Georgia-Pacific, Kelly Services, Keds, Diageo, Bayer and HP.