Media Forum: 2016 Year in Review

Media Forum: 2016 Year in Review

4 minute read

2016 was a challenging and fascinating year for the media industry, with transparency, ad fraud and programmatic all key concerns. Skilled global media expertise has never been in greater demand.

Article details

  • Author:WFA


1 January 2017
But change doesn’t just come through new hires and we are seeing many companies successfully evolve for the data driven era. This involves up-skilling, re-examining agency relationships and embedding technology and data to deliver ‘precision at scale’ – the media director’s mantra in 2016.

Control and transparency are core requirements for programmatic to work with full effect, and we’ve seen a number of clients implementing ‘second generation’ models in 2016. Agency Trading Desks remain the most common way of conducting programmatic but the market is evolving rapidly, with in-house and ‘hybrid’ models on a considerable growth trajectory.

WFA research in 2016 also found that clients are moving their programmatic investments towards Private Market Places (PMPs) to limit their exposure to ad fraud.

WFA’s Compendium of Ad Fraud Knowledge for Media Investors, published in 2016, calculated that ad fraud represents $50bn on a conservative estimate, but it’s not unrealistic to assume that the true number might be three times larger than this.

Our compendium focused on solutions to limit and reduce fraud and we’ve been developing these principles in meetings. But ad fraud is an intractable problem, perpetuated by the structure and systems in place in the digital media ecosystem. Undoubtedly this will continue to be a focus for the Media Forum.

MEDIAFORUM 2016 in numbers:

  • 6 meetings, 6 countries, 3 continents

  • >160 participants

  • 688 total contacts

  • 1 ground-breaking guide on ad fraud

  • 5 critical reports covering ‘media transformation’ to ad server management

  • 9 in 10 members making changes to programmatic models to improve transparency and control

  • 62% of respondents agree that they have not ‘opted-in’ to principal trading and are not comfortable with the potential conflicts of interest

  • >400 members engaged in benchmarks, surveys and requests (n.b this is primarily Media Forum but is not limited to that group, i.e also includes a few CDO bits. Ideally you’d want the numbers across all groups…)

  • 88% of respondents agree that their organisations have concerns about the lack of transparency and fraud in digital media and programmatic.

MEDIAFORUM 2016 attendees:

  1. Christian Flouch, Anheuser-Busch InBev

  2. Jan Worre Pedersen, Arla Foods

  3. Judy Davey, Association of Canadian Advertisers

  4. Bill Duggan, Association of National Advertisers 

  5. Marni Gordon, Association of National Advertisers

  6. Elinor Bateman, Barclays

  7. Zvi Cole, Beiersdorf

  8. Mark Butterfield, Boehringer Ingelheim

  9. Eric Yi, Boehringer Ingelheim

  10. Vineet Agrawal, Brown-Forman

  11. Barbara Pinna, Brown-Forman

  12. Daria Rasmussen, Carlsberg

  13. Andras Mohos, Carlsberg

  14. Maciej Szyszkowski, Carlsberg

  15. Julianna Ng, Cathay Pacific

  16. Kwan Yim, Citi Group

  17. Harold Fernandes, Colgate-Palmolive

  18. Katherine Freeley, Colgate-Palmolive

  19. Ivan Jennings, Colgate-Palmolive

  20. Danielle Koffer, Colgate-Palmolive

  21. Namita Shenoy, Colgate-Palmolive

  22. Anna Ross, Combe

  23. Rajiv Dubey, Dabur

  24. Ulrich Loechner, Daimler

  25. Denisa Maluskova, Daniel Swarovski Corp.

  26. Marta Catasus Planell, Desigual

  27. Vera Klimm, Deutsche Telekom

  28. Gerhard Louw, Deutsche Telekom

  29. Gerhard Louw, Deutsche Telekom

  30. Kelley Campbell, Diageo

  31. Joanne Gendle, Diageo

  32. Ingrid Huang, Diageo

  33. Cici Ling, Diageo

  34. Preeti Stanley, Diageo

  35. James Taylor, Diageo

  36. Kiki Fang, Ferrero

  37. Bincymon George, Ferrero

  38. Alberto Tucci, Ferrero

  39. Raimon Casals, GB Foods

  40. Scott Grenz, GlaxoSmithKline

  41. Eulalia Higueras-Lopez, GlaxoSmithKline

  42. Bhavana Mittal, GlaxoSmithKline

  43. Allard de Wijkerslooth, Heineken

  44. Rebekah Kennedy, Heineken

  45. Gregory Kukolj, Heineken

  46. Danny Duan, Hershey Company

  47. Kate Brown, IKEA

  48. Sophie Li, IKEA

  49. Andreas Sjöberg, IKEA

  50. Juliette Sun, IKEA

  51. Anna Winblad, IKEA

  52. David Ellison, Incorporated Society of British Advertisers

  53. Mark Finney, Incorporated Society of British Advertisers

  54. Wendy Li, Intel Corporation

  55. David Sun, Intel Corporation

  56. Isabel Chen, Jaguar Land Rover

  57. Xinghua Dong, Jaguar Land Rover

  58. Steve Hill, Jaguar Land Rover

  59. Zsofia Kalmar-Anand, Johnson & Johnson

  60. Kate Keane, Johnson & Johnson

  61. Martin King, Johnson & Johnson

  62. Nick Sparey, Johnson & Johnson

  63. Katalin Spielmann, Johnson & Johnson

  64. Nate Swenberg, Johnson & Johnson

  65. Liela Liu, Kimberly-Clark Corporation

  66. Caroline Devys, LEGO Group

  67. James Button, LEGO Group

  68. Conny Kalcher, LEGO Group

  69. Asmita Dubey, L’Oréal

  70. Jee Seon Park, L’Oréal

  71. Smriti Shah, L’Oréal

  72. Sophie Fonteney, LVMH Moët Hennessy – Louis Vuitton

  73. Maria Givens, LVMH Moët Hennessy – Louis Vuitton

  74. May Lam, LVMH Moët Hennessy – Louis Vuitton

  75. Lionel Lamy, LVMH Moët Hennessy – Louis Vuitton

  76. Stella Lee, LVMH Moët Hennessy – Louis Vuitton

  77. David Strome, LVMH Moët Hennessy – Louis Vuitton

  78. Marc Zander, Mars

  79. Rob Rakowitz, Mars

  80. Kerry Elsdon, Mastercard

  81. Ben Jankowski, Mastercard

  82. Christian Ohm, Mazda Motor Corporation

  83. John Thekanady, McDonald’s

  84. Nicole Kane, McDonald’s

  85. Gerry D’Angelo, Mondelēz

  86. Prashant Desai, Mondelēz

  87. Conor MacLoughlin, Mondelēz

  88. Ivelisse Roche, Mondelēz

  89. Grace Zhou, Mondelēz

  90. Tracy Zhu, Mondelēz

  91. Suman Saha, Mother Dairy

  92. Anup Mahato, MTS

  93. Kris Yang, Nestlé

  94. Geraldine Grummer, Orange

  95. Russell King, Orange

  96. Géraldine Grümmer, Orange

  97. Maneesha Khanna, PepsiCo

  98. Gaurav Mehta, PepsiCo

  99. Carol Wu, Pernod Ricard

  100. Sital Banerjee, Philips

  101. Sebastian Ackerman, Porsche

  102. Manuela Botelho, Portuguese Association of Advertisers

  103. Taide Guajardo, Procter & Gamble

  104. Effie Sun, Procter & Gamble

  105. Ignasi Sanz, Puig

  106. Ramin Saher, RB

  107. Mei-Ling Rider, Red Bull

  108. Buddy Tucker, S. C. Johnson & Son

  109. Yvan Goupil, SABMiller

  110. Charlie Hiscocks, SABMiller

  111. Oliver Lonicer, SABMiller

  112. Bernabé Mohedano Cuadrado, Santander

  113. Scott Jordan, SAP

  114. Kevin Jin, SAP SE

  115. Rup Kamal Kalita, SAP SE

  116. Sandeep Kumar Nagpal, SAP SE

  117. Pilar Navarro, SAP SE

  118. Julio Bustos Michavila, SEAT

  119. Chris Hayek, Shell

  120. Franziska Kaiser, Shell

  121. Dharti Chatterjee, Shell

  122. Reka Bagoly, Sony

  123. Aida Garcia Alvela, Sony

  124. Cynthia Yang, Sony

  125. Bennie Zhou, Sony

  126. Begoña Gómez, Spanish Association of Advertisers

  127. Ivan Lopez, Spanish Association of Advertisers

  128. Lidia Sanz, Spanish Association of Advertisers

  129. Maud Payet, Swarovski

  130. Paul Wiedmeier, Swarovski

  131. Matthew Hotten, TATA Group

  132. Sumeet Pahwa, TATA Group

  133. Sonia Serrao, TATA Group

  134. Toshal Shenai, TATA Group

  135. Nuria De Andrés Santos, Telefonica

  136. Charo Gonzalez Escudero, Telefonica

  137. Sean Lee, The Coca-Cola Company

  138. Leana Less, The Coca-Cola Company

  139. Michelle Yang, The Coca-Cola Company

  140. Stefani Cohen, The Estée Lauder Companies Inc.

  141. Rubina Malbari, The Estée Lauder Companies Inc.

  142. Hara Harakrishnan, Indian Society of Advertisers

  143. Marion Thouvignon, TomTom

  144. Jacob Van Duijn, TomTom

  145. Richard Brooke, Unilever

  146. Andrew Coulter, Unilever

  147. David Porter, Unilever

  148. Paola Saggese, Unilever

  149. Didier Beauclair, Union of Advertisers

  150. Lily Wang, Visa

  151. Paul Evans, Vodafone

  152. Neel Pandya, Vodafone

  153. Ellie Huijing, Volvo Cars

  154. Johanna Riggers, VW Group

For more information, visit the WFA website or contact Matt.

Article details

  • Author:WFA


1 January 2017