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Welcome to the latest edition of our RAUS Global Newsletter. Each month, we meticulously curate insights from leading industry sources like LinkedIn, AdAge, AdWeek, Campaign, MediaPost, and more, providing you with critical updates relevant to Marketing Procurement, Finance, and Marketing Operations.
At RAUS Global, we continuously strive to enhance how we serve esteemed clients like you. Drawing from my extensive experience at PepsiCo, where I led global international marketing procurement, I constantly sought experts to improve our operations. RAUS Global aims to be that indispensable partner for you. Now, several years later, I am still relying on these innovative entrepreneurs as partners in building RAUS Global.
My background in agency finance and as a CFO has shaped my vision for RAUS Global. I have witnessed the unfortunate divide between marketing procurement and agencies, often viewed as adversaries rather than partners. Our mission is to bridge that gap, fostering collaboration and mutual success.
Additionally, my tenure as Managing Director for a key marketing procurement vendor revealed a critical insight: clients often need a blend of solutions rather than one high-end offering. RAUS Global is committed to being the trusted advisor who integrates various vendor solutions to address the unique business challenges you face.
Thank you for your continued trust in RAUS Global. We look forward to supporting your success. THANK YOU FOR YOUR SUPPORT & READERSHIP.
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Inventory Media – How do Advertisers ensure they receive their rightful value?
By Oliver Orchard, FUEL Media
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The MFA Report 2024: From Made for Advertising to Made for Attention
By Mat Broughton, Research Lead, ExchangeWire
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Recently, Fuel responded to the growing number of advertiser inquiries, asking us to guide them as they manage their agency's proposals to incorporate inventory media into their campaigns. Inventory media is the usual description of the 'principal-based' media trading model that agencies have adopted in recent years.
Several of our peers have also addressed this issue and concluded that the practice undermines the vital basis of trust in business relationships.
While accepting that this business model does raise trust issues, Fuel has taken a more practical approach with advertiser advice. We addressed the issue in a previous blog, which discussed a checklist of operational recommendations. These are outlined within an overall manifesto designed to help advertisers maximize the benefit of a principal-based media trading system their agency offers.
Trading models have evolved over many years as media agencies have sought to rebuild the margins they had become used to under the original 15% agency commission system, which had dominated the industry.
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YouTube: A University for Procurement
by Tom Mills, (linkedin.com/in/tom-mills-procurement/)
| Navigating the vast landscape of procurement education on YouTube can be overwhelming, but it is undoubtedly a treasure trove of knowledge for professionals seeking to enhance their skills. Click to read the top 10 YouTube channels that are indispensable for anyone in the procurement field. | | |
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Recent research from the Association of National Advertisers shows that low-quality websites are a major reason why 23% of programmatic ad spend is squandered. This amounts to more than USD$100bn (£78.3bn) in wasted ad budget per year.
A primary subset of these low-quality domains are “made for advertising” (MFA) websites. Defined as low-quality sites designed with the spec to advertise, websites have proved to be a quandary for the ecosystem. On the one hand, these are low-quality environments with low organic traffic, high ads-to-content ratios, generic content from higher-quality sources, and rapidly refreshing slots designed to capture as much ad spend as possible. On the other hand, they look fabulous on paper to advertisers focused on legacy metrics focused on high measurability, inventory availability, viewability rates, and low levels of invalid traffic.
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Google to Keep Cookies
by Laurie Sullivan, Mediapost
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Google said on Monday that it will scrap its years-long efforts to eliminate third-party cookies on Chrome.
The search company plans to keep third-party cookies for those who don’t want to disable them, but will roll out a new solution that gives people a choice of how and when to protect their privacy in Chrome. They can adjust that choice at any time.
"We're discussing this new path with regulators, and will engage with the industry as we roll this out," Anthony Chavez, vice president of Privacy Sandbox, wrote in a blog post published Monday.
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Beyond the Guessing Game: The Real Benefits of Martech
By Elspeth Rollert, Stagwell Marketing Cloud
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Employing the right technology underpins data-driven and objective decision making, creates a single source of truth and attracts the best marketing talent. But with 9000 plus solutions, how do you take the guessing out of the investment decision?
Seat at the Top Table
It’s vital CMOs have a seat at the board room table, but so long as their contributions are perceived as subjective, that will elude them. Being able to employ technology for data-driven decision making, and clearly articulate the impact of marketing efforts on overall business goals, will put CMOs and their teams in a more powerful position.
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TV Advertisers Are Revisiting Their Relationships With DSPs
by Alyssa Boyle, AdExchanger
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An interview with Eric Schmitt
Research Director & Analyst, Gartner
From a business perspective, streaming is still in its adolescent phase – and with puberty often comes unwanted change.
From the rise of programmatic in TV ad buying to the introduction of new ad inventory on Netflix, Disney+ and Prime Video, it’s never been more complicated to buy TV ads than it is today, Eric Schmitt, a research director and analyst at Gartner, tells me.
As buying paths proliferate, targeting gets muddier and TV ad measurement remains an enigma.
“There’s still a long way to go,” Schmitt says, before the streaming ecosystem can fulfill the true potential of connected TV by unlocking more ad dollars.
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Why marketers keep refreshing brands instead of betting on splashy ads
by Chris Kelly, MarketingDive
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The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing.
For the third year in a row, many marketers have focused on rebrands, refreshes and "repositionings" over the type of creative swings that can make a big splash and create buzz.
While mostly embraced by CPG companies the likes of Kraft Heinz, Unilever and PepsiCo, this approach also been adopted by QSRs, digital-first brands like Wayfair and Tubi and even agencies looking to engage customers — existing and potential — who have new priorities.
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Why It Matters
by Matthew Reiss, President AMI+
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In the competitive and ever-evolving landscape of advertising, ensuring that media investments are efficient, effective, and transparent is more critical than ever. For advertisers and fellow marketing procurement leaders, the task of optimizing media spend while holding media agencies accountable can be daunting.
This is where media audits come into play.
A media audit is a comprehensive examination of an advertiser’s media transactions, performance, and adherence to contractual terms. However, the success of a media audit largely depends on choosing the right auditing partner and understanding the key factors that can influence the outcome.
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GARM’s lead sheds light on new standards for sustainability measurement in media
By Kayleigh Barber, Digiday
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US trade body The Association of National Advertisers has called on brand marketers to tighten up media agency contracts and introduce auditing of so-called principal media sales to prevent conflicts of interest.
The ANA Principal Media Report, launched today during the annual Global Marketer Week from the World Federation of Advertisers, shows a wide gap between marketers’ knowledge of principal media (PM), despite the practice being “ubiquitous”.
Principal Media (PM) is the process whereby media agencies resell media to their clients at a price that is higher than they pay for it themselves.
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This is how media agencies can make a real difference in climate change
by Nick Manning
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Opinion
If we want to play our part in not only preserving the planet but our industry too, we have to use our powers to bring about change.
Daytime temperatures reached 53ºC in Delhi in late May, the highest ever recorded in India. A number of people have already died.
This is another sobering reminder that the effects of such heat could be catastrophic, including water and food shortages, mass migration and potentially many more deaths.
There may be debates over its causes, but it’s hard to deny there is a climate crisis.
Soul-searching at Cannes
Meanwhile, it’s Cannes Lions week again. The linen has been unpacked and the waiters have put the overpriced rosé on ice.
It’s also our annual soul-searching week as half of New York, London, Shanghai and San Francisco travel by air to Cannes, racking up the carbon.
This may be a rather hackneyed trope, but it’s an increasingly big issue that we can’t ignore.
The United Nations has come out in favour of a global ban on all fossil-fuel advertising. Cities around the world are prohibiting high-carbon advertising on their estate.
| Procurement Foundry is a dedicated platform for all procurement professionals. Our real-time global community supports individuals committed to advancing their careers, fostering both personal and professional growth. We provide an inclusive and welcoming environment for professionals at every stage of their career journey. Corporate and individual membership for practitioners is FREE. | | |
ANA Ethics Code of Marketing Best Practices
by ANA (Association of National Advertisers)
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The ANA Ethics Code of Best Marketing Practices is a framework of high-level principles, guidelines, resources and examples of ethical marketing and advertising best practices applicable to all entities engaged in marketing, advertising, and fundraising. The Code has been shaped by your peers on the ANA Ethics Code Steering Committee and is designed to be a resource to guide the industry towards ethical business practices with the overarching goal of rebuilding and maintaining consumer trust.
The Code covers the following sections:
- Member Principles
- Advertising Offers
- Audiences (Children, Older adults, Disabled)
- Diversity and Inclusion
- Data Privacy, Security and Stewardship
- Regulated Products (Tobacco, Alcohol, and others)
- Digital Innovation (AI, Machine Learning, and Automated Processing)
This is a living, evolving document.
We will be reconvening the Ethics Code Steering Committee periodically to review and consider further enhancements.
The Code cannot and does not cover every nuanced topic. It provides broad guidance on issue areas identified as timely and relevant that will continue to be reviewed to reflect changes in the legislative, regulatory, technological, and business landscape.
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Upcoming Events
See what's happening in 2024
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BlackWeek
October 15-18, New York, NY
Procurement Foundry Marketing
October 22-23, Boston, MA
Procurecon Marketing NA
November 18-20, Los Angeles,CA
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If agencies want to see higher share prices, they should be pushing the case for creative
Ian Whittaker, 2X City AM Analyst of the Year.
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Cannes Lion has just finished and the global advertising industry can rest easy for another year before embarking on the same odyssey in 12 months time.
Many of the themes were as you expected this year – the importance of AI and plenty of predictions about what will happen, the rise of retail media and its consequences, plus the plethora of technology solutions that can make one wonder whether you are attending an advertising or technology conference.
However, one theme was also talked about increasingly and that was the role of advertising – and creative – in directly improving the bottom and top line numbers for companies. Herein lies an opportunity for creative – and the agency holding companies.
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Is it time to cut back on ‘junk media’?
by Omar Oakes, the Media-Leader
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Much of the food we eat is harmful. Can the same be true of our media diets?
It has been 15 years since Michael Pollan published Food Rules, a small but compelling book in which he introduces the unappetising term “edible, food-like substances”. These ultra-processed foods tend to have more than five ingredients, make health claims, are cooked by a machine and are advertised on TV.
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1) independent advisors
2) purpose-driven
3) industry collaboration
4) trusted innovators
5) community members
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Women in Marketing Procurement is a community dedicated to fostering learning, driving innovation, and celebrating success within the realms of marketing procurement, agency management, and marketing operations. | | |
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Visit our website to learn more about our team and the different areas of marketing procurement that we serve.
You can also find news and articles as well as our quarterly newsletter.
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