Inspiration for the media and marketing agenda in 2023.

WFA benchmark on In-housing Digital Media, from an agency point of view

Meeting overview and presentations from WFA’s Remote Media Forum on the 7^th of December 2022

A WFA member wanted to know the most up-to-date Point of View from advertisers when it comes to ad servers in our constantly evolving industry.

Programmatic has the potential to be a useful advertising tool…but certain challenges, often linked to transparency, stand in the way of it reaching its full potential.

One key measurement metric which has gained a lot of traction is “Attention” and a willingness from brands to shift towards this from other metrics such as viewability as a key indicator for success.

Marketing and advertising budgets are coming under increasing pressure and heavy scrutiny from finance directors in the volatile and unpredictable 2022 marketplace, according to new research. Nevertheless, some of the world’s biggest brands remain committed to maintaining planned investment despite the threat of recession in many markets.

A WFA member has recently experienced a substantial decrease in the number of people opting into cookies tracking meaning that their analytics platform (Adobe) is tracking fewer and fewer people as time goes on. This has made it harder for them to accurately report business results and optimize their campaigns.

A WFA member was looking at adopting a media agency model that incorporates multiple agencies working together globally. The member therefore wanted to know if others have a model in place for working with multiple agencies.

Data and analytics, eCommerce and measurement top skills shortage

Over-specialisation, poor training and talent management key reasons for lack of staff development