Digiday Research: Marketers’ transparency fears are leading to renegotiated contracts
At the Digiday Media Buying Summit in March in New Orleans, we sat down with 63 media-buying executives to learn about advertisers’ media transparency fears. Check out our earlier research on media buyers’ challenges when advertising on Amazon here. Learn more about our upcoming events here.
Quick takeaways:
- Seventy percent of media buyers in Digiday’s survey from the event believe transparency in digital advertising is the most prevalent concern among clients.
- At least 30 percent have had a client ask to renegotiate a contract due to transparency concerns.
Client sensitivity about transparency in media buying has been a growing trend. As companies continue to increase spending on digital ads, client-side marketers are coming under greater pressure by C-level executives to prove that digital advertising delivers results. While advertising has no shortage of challenges, seven in 10 media buyers surveyed by Digiday at the event said their clients consider campaign transparency a major concern. (Totals in the chart exceed 100 percent because respondents could select multiple answers.)
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