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How might we bring more transparency, accountability, and control to advertising?

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Presentation given at the 2018 ANA Media Leadership Conference on February 28, 2018 in Orlando, FL by Joe Pych, CEO of Bionic Advertising Systems.

Abstract: Over the past three years, Jon Mandel, K2, Ebiquity, and the ANA have raised awareness, spurred discussion, and presented a challenge of bringing more transparency, accountability, and control to advertising. What started as an investigation into rebates, has grown into an operating philosophy of better corporate governance. In this session, you’ll learn how one software company accepted the challenge and has struggled to bring this vision to reality.

Published in: Marketing
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How might we bring more transparency, accountability, and control to advertising?

  1. 1. How might we bring more transparency, accountability, and control to advertising?
  2. 2. Three years ago here at the ANA Media Conference…
  3. 3. Jon Mandel at ANA Media 2015 Jon Mandel initiated an industry-wide discussion related to undisclosed rebates.
  4. 4. Jon Mandel at ANA Media 2015 Jon Mandel initiated an industry-wide discussion related to undisclosed rebates.
  5. 5. Courageous Leadership
  6. 6. Rebate Investigation
  7. 7. Media Governance Rebate Investigation
  8. 8. Contracts, Controls, …
  9. 9. … Systems?
  10. 10. How might we bring more transparency, accountability, and control to advertising?
  11. 11. Problems  Questions  Solutions
  12. 12. “Media investment data not organized”
  13. 13. How might we bring transparency media investments?
  14. 14. Media Investment Database Media planning software that saves to a centralized and standardized media investment database
  15. 15. “Hidden media costs”
  16. 16. How might we add cost transparency to media investments?
  17. 17. Media Cost Breakdowns An itemized cost structure that accounts for every bit of your media budget
  18. 18. “Sloppy KPIs, not aligned”
  19. 19. How might we make media investments more accountable to KPIs and business outcomes?
  20. 20. Key Performance Indicators Establish KPIs as part of media planning process. Align KPIs across business units and vendors.
  21. 21. “Difficult to track performance”
  22. 22. How might we automate performance monitoring?
  23. 23. Marketing Performance Monitoring Pull marketing performance data from platforms, standardize it, centralize it, tie it to media investments
  24. 24. “Can’t tell if we are on track”
  25. 25. How might we provide daily warnings of deviation from business goals?
  26. 26. KPI Pacing Reports An early warning system that reveals variance of actual performance from KPIs and business objectives
  27. 27. “Hard to sync budgets with plans”
  28. 28. How might we integrate strategic budgeting with tactical planning?
  29. 29. Media Budget Tracking Integrate budget tracking with media planning software
  30. 30. “Hard to analyze media plans”
  31. 31. How might we ease analysis of media investments?
  32. 32. Flowcharts Visualize media spending over time
  33. 33. Allocation Charts Analyze media budget allocations by channel, market, or any other dimension
  34. 34. Media Investment Data Pipe A data feed that delivers clean media investment data to proprietary databases and popular BI systems such as Tableau and Datorama.
  35. 35. “Difficult to audit media investments”
  36. 36. How might we make media easier to audit?
  37. 37. Media Investment Audit Trail A ledger that tracks full history of changes to media budgets and media investment decisions.
  38. 38. Many other problems yet to be solved
  39. 39. How might we bring more transparency, accountability, and control to advertising?
  40. 40. We need your advice!
  41. 41. We want to help
  42. 42. TimAmanda Tim Jarett Joe

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