The ability to understand the programmatic ecosystem is a key differential, particularly in EMEA where 51% of all agencies say this is the case compared to 26% in North America and 33% in APAC. Perhaps unsurprisingly, agencies who own their own technology were more likely to believe that this is a key differential than those that do not.
The Association of National Advertisers issued an updated media agency contract template for advertisers today that includes new provisions and revised definitions intended to increase transparency between clients and agencies.
It’s not good, because if you are an advertiser and you start pitching your business at the same time everyone else is pitching, you won’t get the level of attention from the agency groups if they’re already doing 10 or 15 pitches.
As we go through these shifts in media buying, what do agencies need to do to succeed? Agencies need to be agile to change, ensure they take a strategic view of programmatic, provide access to the skillsets that solve complex and emerging challenges around data and analytics, and invest in the technology to bring together the fragmenting media world.