Media Agencies Lack Trust In Mobile And Programmatic
They’re two channels rapidly gaining popularity and yet media agencies remain sceptical of brand trust associated with mobile and programmatic.
That’s the findings from the Audited Media Association of Australia (AMAA)’s inaugural study into trust in media channels, 10 Insights on Trust in the Media Industry. The study involved 15 in-depth interviews with managing directors of mammoth agencies and top marketers for many big wig brands, along with an online survey of 315 client-side marketers and agencies.
Asking both marketers and media agencies, it turns out media agencies are more cautious of mobile, programmatic and online video than marketers.
In a trust score out of ten, where ten is most trusted, media agencies voted online video at 4.9, mobile at 4.8 and programmatic display at 4.8.
In contrast, marketers were more optimistic with these channels. Programmatic display was at 5.7, and online video and mobile were at 6.1 Marketers appear to think online display is the least trustworthy channel, with a score of 5.5
Dominating the top of the trust graph for both marketers and media agencies were the traditional channels. TV and print were the highest trusted with 7.1 and 6.9 respectively for media agencies, and print (6.6), outdoor (6.5) and TV (6.4) were front of the pack for marketers.
Audience data
When it comes to which data marketers and agencies trust though, a different picture emerges.
Online display dominates the trust for agencies, and online video for marketers. The traditional media realms remain somewhere in the middle.
Still, the report notes the stark contrast between how an agency sees online display and how marketers see it. While online display is highest for agencies (with a score of 7.1) marketers reckon it belongs more with a score of 6.4.
And good ol’ TV is trusted more with its audience data by agencies (6.8) than by marketers (6.1). AMAA puts this down to the high emphasis on TV ratings, made more so by OzTam’s introduction of video ratings for a more holistic view.
ROI Data
Alongside the audience data, marketers and agencies are clamouring to ensure they get the best return on investment (ROI) for their media channels.
Marketers, it appears, don’t really trust any channels all that much, with nothing grabbing a score over seven.
Online display was the only score more than seven for media agencies too.
“After speaking with some of Australia’s top marketers and media agencies, it is clear the pace of innovation and change is surpassing the rate at which trust is being established,” said Josanne Ryan, CEO of the AMAA.
“Many marketers feel they are ‘flying blind’ in the face of these fast and intense changes. And of course, when the system breaks down and client money is at risk it erodes trust in our industry so that clients (rightfully) begin asking the tougher questions.
“The good news is our research shows the industry – both marketers and their
media agencies – are aligned in viewpoint and, encouragingly, poised to act,” she continued.
“The report 10 Insights on Trust in the Media Industry sheds light on the areas the industry believes most need to be addressed in terms of accountability and it indicates trust levels across a number of media buying metrics: channel, audience and ROI data.
“More importantly, it clarifies that the industry, marketers and agencies alike do value collaboration and independent referees to keep everyone aligned.
“It paves the way for marketers to place greater value in the best practice frameworks adopted by the industry and likewise place greater value on business partners who actively commit to delivering these.”
Lead image via Reddit.
Please login with linkedin to comment
10 Insights on Trust in the Media Industry Advertising Standards Bureau newsnight Rhonda and Ketut. AAMILatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.