Independent marketing and media analytics provider Ebiquity has announced the launch of an innovative transparency measurement and evaluation tool for advertisers at the 2017 Cannes Lions International Festival of Creativity.
The Ebiquity Media Transparency Score, available from late June, has been developed to help advertisers understand how well their business operations perform in achieving the level of media transparency they desire from their marketing activities.
Advertisers will complete an in-depth questionnaire to generate a score that provides an absolute and relative value. The vision is for clients to be able to compare media transparency levels within their own business and peers.
The new tool will enable advertisers to use their individual score to prioritise and align their marketing focus for the year ahead, as well as track the internal progress towards their media transparency goals.
It can also be used as the basis for incentive schemes that advertisers may use to reward internal teams.
The new service comes one year on from the ANA Media Transparency Initiative, which put the transparency agenda high on advertisers’ concerns and challenges. It also helps advertisers respond to the call for more media transparency.
Laetitia Zinetti, managing principal for Ebiquity’s strategic media consulting practice, said media transparency is one of the most pressing topics for advertisers today.
“We have been partnering with advertisers to help them improve the accountability of their media investments for many years, and we believe the Ebiquity Media Transparency Score will become one of the industry standard benchmarks for this,” she said.