69% of advertisers have updated their media agency contracts over media-buying concerns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 17, 2019, 7:13 AM UTC

The Association of National Advertisers surveyed marketers on concerns about transparency and alleged rebates in media-buying.

This piece states that more than two-thirds of advertisers have updated their media agency contracts within the past three years in response to their concerns in media-buying. The survey also revealed that a third of marketers have amended their media agency compensation methods in the past year alone.

31% of marketers said that they have either made no changes or were unsure. However, 60% of marketers also believe that rebates, discounts and “various forms of media kickbacks are not deemed part of a media agency’s compensation”.

Majority of marketers think that they should receive their “fair share” of such rebates awarded to an agency by the media for making their ad buys. However, only 3% were “okay” if their agencies receive kickbacks from the media.

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