Buying on CPM, reporting on ROI
In a blow to procurement teams everywhere, Innis flagged that he thinks contractual obligations for media agencies to buy impressions are hampering the ability of marketing teams and agencies to deliver on what really matters – revenue. “It incentivises all the wrong behaviours in ad vendors – and inflating impressions isn’t helping you sell more stock.” Innis predicts that the next developments in measurement will help marketers to square this circle.
Principle media will “destroy trust” in the advertising industry
An informal poll of the audience at Hemingways suggested that many marketers are still not across principle media offerings and what they mean for marketers. Innis predicted that as marketers come to understand that the hold cos are selling media at inflated margins, trust will be eroded and the advertising ecosystem will suffer.
“I’m not sure I’ve seen any statistical evidence that hyper personalisation works”
In a statement that Chambers said “will need to be the topic of a panel next year”, Innis seeded doubt about what is perhaps the defining advertising strategy of the last two decades. Given that Mutinex data consistently shows money pouring into performance channels at the expense of brand, Innis might be onto something!