Marketing Interactive’s recent feature on ‘Marketers to take back control of their media spend’ brings light to how global multinational companies are looking to respond to the concerns regarding the loss of control over media activity.
The article draws on the new research by the World Federation of Advertisers (WFA), which found global brands making or having plans to make major and extensive changes to their media governance practices, covering a wide range of areas.
The key findings discovered that transparency remained a top priority for companies surveyed, closely followed by brand safety.
Similar results to the WFA report have been seen in Southeast Asia says Muhammad Yousoff, Head of Digital, Ebiquity Southeast Asia. Muhammad goes on to highlight;
Many advertisers in the region are now starting to question if they have fallen victim to the transparency watch-outs.
But they do not know where and how to start addressing, or even identifying them.
To read the article in full on Marketing Interactive’s website, please click here.
First featured on 17/08/3017.