The 4A’s issued a report saying that the ad industry “is not yet prepared to move to multi-currency national TV demo-based ratings in 2024.” The agency trade organization said there are a “multitude of factors and barriers that appear likely to prevent the adoption of additional currency solutions in the marketplace.”
The 4A’s has issued its annual “Look Ahead” report for 2024 and not surprisingly, helping members “tame the AI beast” is a top priority for the organization. A lot of focus on the impact of AI (and more recently generative AI) on agencies has been about the creative impact but as 4A’s CEO Marla Kaplowitz notes, the technology will affect “every area within the agency ecosystem” from operations, talent, new business, creative, media, compensation models and more.
The Coalition for Innovative Media Measurement, the American Association of Advertising Agencies and the TVB said they launched a study that will assess local TV measurement in the U.S. and develop an action plan to make improvements. The group has hired Sequent Partners to work on the project.
As recession looms and their margins fray, advertising agencies are beginning to rethink their membership in the 4A’s. Interpublic Group of Cos.’ McCann Worldgroup is one such network weighing its investment in the trade group — it spends around $250,000 a year in dues — and is reconsidering that hefty renewal, according to three people close to the matter.
Exclusives
The 4A’s and the Television Bureau of Advertising want Nielsen to move to Live +1 measurement that captures households tuning into or people viewing a program at the actual time it was telecast, plus any delayed viewing within 24 hours of a recorded program.
The Interactive Advertising Bureau and American Association of Advertising Agencies on Thursday released new terms and conditions for long-form video — a significant update to the T&Cs, which were last updated in 2009
In an effort to put more teeth into its so-called media “transparency” initiatives, the 4As is calling on its members to put the association’s principles into practice, not just treat them as recommendations for best practices. In addition, the 4As unveiled plans to conduct a series of member meetings to discuss how to put the principles into practice.
In the first advertising industry-wide initiative to tackle technical standards and formats associated with the rapidly changing marketplace, a joint venture of the Association of National Advertisers and its agency counterpart, the 4As, has spearheaded a coalition of the advertising, TV and digital media industry’s leading technical groups to create standards and best practices for managing video assets in a non-linear world.
4A’s President and CEO Nancy Hill will leave the organization by June 2017 after nine years in the post. The association’s board of directors is in talks with MediaLink to spearhead the search for her successor.
In a move recognizing the growing importance — and complexity— of digital media and marketing channels, the 4As has launched a new committee to “address issues related to the digital supply chain.” Joe Barone, GroupM Connect managing partner-digital operations, has been named chairman of the newly anointed Digital Operations and Technology Committee, which will serve as the association’s hub for internal and external education on key digital operations issues and technologies.
The American Association of Advertising Agencies (4As) has issued an advisory bulletin to members with some tips for dealing with the chaos that lies ahead on the airwaves, due to the expected tsunami of political ads as the election nears.
Local TV’s Hot Strategy: Going Social
TV stations are using social media to extend their coverage and conversations with viewers. They’re also working to create more integration with advertisers and device companies, according to panelists at the Socializing Local TV session during the 4A’s Transformation Conference in Los Angeles.
The average cost to an ad agency to produce a TV commercial (before any commissions or other markups) in 2010 increased by 1% to $278,000 compared to the prior year, reports the American Association of Advertising Agencies
Feeling that there is significant runway in establishing free VOD as an advertising platform, tech provider BlackArrow and the 4As trade group are teaming up. Tabbed the Advanced Advertising Media Project (AAMP), the initiative has launched with a study of perceptions among industry leaders about multiple aspects of VOD.
Privacy, Ad Deductibilty Top 4As’ DC Agenda
One of the broadcasting industry’s staunchest allies in combating government regulation is the American Association of Advertising Agencies. On the eve of the 4As annual convention, its head of government relations, Dick O’Brien, discusses its D.C. game plan, with online privacy, tax reform and various Obama Administration ad initiatives.
Sensing that the lack of standards and a digital currency is hurting business growth, the Interactive Advertising Bureau, the Association of National Advertisers, and the American Association of Advertising Agencies have banded together to “simplify the planning, buying and evaluating of digital media.”
