The Norwegian Association of Advertisers (ANFO) released the initial findings from “The Great Advertiser Report.” Last year’s report revealed a growing distrust towards media agencies from advertisers. Six out of ten were concerned about the lack of transparency in media agencies around programmatic media buying. Four out of ten thought that media agencies had significant hidden revenue from such purchases, and among the major advertisers who had this suspicion, stuck with seven out of ten.
Now it stands better. 26 percent of all advertisers now believe that media agencies operate with hidden income streams. Half also believe that the agencies have become more open.
Storebrand’s head of media investment, Andreas Størmer-Nilsen, believes it is right that the relationship between advertisers and media agencies have been better for programmatic debate that followed last year’s report .
“We recognize us in it, but we spend a lot of time on it and talk to the agency about it. We do not want to lean on the agency fully, and in that respect we feel that we have more insight, even if it’s dark side we do not have absolutely no control over”, says Stoermer-Nilsen to Campaign.
Stormer-Nilsen is in place on the ANFO Adtech conference along with marketing director Kathinka Sommerseth in Storebrand, who told the audience how they using programmatic media buying and large amounts of data – 300 data points on each customer – “shadowing” Norwegians on the internet.
Customers ice begins when customers are exposed to the brand new films that Morgenstern has created for Storebrand. Thereafter, a number of tailor-made message of sustainable pension savings take the customer over the finish line.
Have the media agencies become more open or have advertisers put more into this?
“It is a combination and so it helps to be interested herself. We work differently with media investments than before. There have been high on the agenda and position Andreas, who will be a specialist “inhouse”, we have not had previously. His expertise enables us clearly understands more and can challenge more”, says Sommerseth.
Storebrand cooperates with Starcom on the media agency side. Director of Performance at Starcom, Christine Torp, told the Campaign that she in general does not feel that the relationship between advertisers and media agency has been challenged.
“Now we can only answer for ourselves, but we have at least taken this very seriously and does not feel that it has sapped customer relationships. On the contrary, we get great feedback that we are open and that we have solid expertise. Programmatically is still new and complicated for many, the product is constantly evolving and we have had a thorough and repeated reviews with our customers around everything from technology, IT and finance. This work continues,” she says to the Campaign.
“As I told the conference today, we have completely from we started with programmatically had an open economic model defined by Norwegian standards. We have no attachment when it comes to the choice of technology and owns no trading desk with their own media. In that sense, we have been equally open all the way.”
“In retrospect, we should, however, spoke more with our customers about this earlier. Here we have invested a lot of time over the past year, and this has resulted in increased understanding of how we work in Starcom and hence greater confidence around programmatically,” she adds.
Big advertisers are losing faith. Now that more people are relying on media agencies, expectations of what programmatic media buying can do have begun to decline. Last year, 73 per cent of Norway’s largest advertisers thought this purchase method would lead to more efficient digital investments. This year, 53 percent of the largest advertisers thought the same.
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