Agency Behavior, Ad-Blocking and More: Hopes for 2016

It39s a mugs game predicting anything So rather than risk being made a fool of by someone organized enough to remind me of how wrong I39ve been here are some hopes and thoughts going into 2016 Right or wrongThe media agency business will reboot its business model Gone will be the focus on making money unofficiallyamp160rather agencies will justify being paid properly by their clients for those services that bring them a recognizable and measurable benefitBluntly the agencies have been given a shock and they will change behaviors There39s too much at stake for their holding company masters for them not to do soAgencies will embrace technology to reduce the hours spent on executional buying Rather they will invest more time on planning and measurement quotrecognizable and measurable amp8230quotAgencies will look to make up any shortfall in revenues by adding new services for which they can charge particularly in the content and measurement spacesThere will be a rebirth in client servicing Agencies will stop being obsessed with beating media owners up over deals There will be fewer headlines of the quotAgency Xamp160withdraws from Channel Yquotamp160varietyamp160amp160The ANA investigation will come to some firm conclusions I suspect the investigators will turn up some evidence of dodgy practices in the US but neither Omnicom nor WPP will be implicated both are far too smart have far too much to loseamp160and both have far too many corporate lawyers to do anything foolish in the US I39m not so sure about Publicis Aegis and Havas Expect some controversy around supplier deals and the concomitant lack of objectivityThe final reckoning on the pitch bonanza of 2015 will see WPP and Omnicom stretch their lead ahead of the restThere will be a greater focus amongst the networks on network consistency amp160even the largest holding companies accept that there are inconsistencies in how their offices operate around the worldAs advertisers start to focus on behaviors as with the ANA investigation so the agency networks will start to impose far more control from their centersIt is simply to take one example too risky for MediaCom as a network to allow any office to behave as its Australians did in falsifying ratings Large clients39 requirements are too global for local misdemeanors not to have an impact elsewhereAs planning moves more centerstage expectamp160more of a focus on global tools These things will stop being the pitch windowdressing they have become and will start to be true differentiators with their use linked to internal and external remunerationAfter all Carat used to base a proportion of itsamp160local market CEOs39 bonuses on their measured use of network toolsIndependent agencies will flourish locally Horizon made waves in the US last year winning Hyundai the7stars here won Media Agency of the Year from two separate organizations The past behaviors of the networks even if some turn over a new leaf in 2016 will mean more losses to those who place transparency at the heart of their offerMillions of words will be written on adblocking adtech consolidation and the adoption of programmatic techniques and will bore us all rigidOne last wishI would love to see a resurgence in our trade press with far less blind unquestioning acceptance of what articulate jargonspouting media agency CEOs and NBDs sayamp160and far more holding of their agencies39 behaviors to account We are quite used to doing this in the creative field so why not in mediaDoesn39t have to be a forlorn hope does itPhotograph courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecom MyersBizNet Inc management or associated bloggers

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Agency Behavior, Ad-Blocking and More: Hopes for 2016

Author

Publish date

Channel

Brian Jacobs

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Agency Behavior, Ad-Blocking and More: Hopes for 2016

Enjoying This Commentary? There's More to Love

Brian Jacobs

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies