When it comes to digital media, you’re probably being ripped off
In light of the transparency revelations regarding Dentsu Japan, there’s never been a better time to ask yourself: am I getting what I pay for with my media agency? Luke Brown discusses the key questions you need to ask.
If you’re concerned that you’re being ripped off in digital media. You probably are.
The latest scandal, courtesy of Dentsu Japan, where they admitted “inappropriate operations” with its performance marketing subsidiary DA Search and Link for their major client Toyota, is not the first and won’t be the last with many more to come.
We recently picked up an international piece of business and found we were eight times more efficient than the incumbent digital multi-national media agency. That was eight times the business outcomes, not a cheaper CPM or more clicks.
The mark-ups multinational media agencies are making on digital are prodigious and it’s not just in the media costs, it’s also in data add-ons.
This is embarrassing … mumbrella you are better than this rubbish
Hi Anon,
Everyone can have an opinion, but if you call something ‘rubbish’ at least leave an explanation.
I liked the article – it’s anecdotal evidence but I have also seen that smaller agencies were able to beat the big ones in terms of performance – seems surprising given everyone raves about their buying power and exceptional prices, no? I am glad someone brought this to the attention of advertisers.
Finally, there is no question that the present ad ecosystem is seriously screwed up and needs to change.
Cheers
Fonzy
Hi Mumbrella,
I’m inclined to agree with Anon (above). While it’s hard to begrudge Luke the opportunity to sell his wares but I’m interested to understand how you think publishing this article advances the conversation around transparency? Almost without exception this debate takes the same form, “everyone is ripping off their clients…except us.” Mumbrella should be a forum in which to critically interrogate all the issues that are important to our industry and this kind of ambulance chasing, reductive nonsense should be beneath you.
Hi Rob,
Respectfully I’ll disagree. Obviously we look long and hard at every opinion we publish, and put it through the test of not being ‘here’s the problem, and my product is the solution to that’.
Luke’s used anecdotal evidence from his own experience to make a point, and given an example of ways clients can start to get on top of something that’s a complex and emerging issue. We’d expect him to walk the walk in the same way.
I’m keen to hear what your thoughts are on transparency and how it can be tackled – after all that’s what this piece is driving at.
Cheers,
Alex – editor, Mumbrella
This article and others from likes of Trinity P3 is in the interest of Australian marcomms industry to keep pursuing a more transparent marketplace.
Keep publishing them please.
I think Skittles marketer recently said it best when he tweeted a short sentence, then to follow that if he said anything more it will look like a marketing. Luke makes valid claim, but this piece is a marketing content.
PROBABLY being ripped off:
Hmmmm, so by its most modest definition, when it comes to digital media you have more have of being ripped off than not?
But there are PLENTY good operators out there?
This is poor narrative and neither justified by the author nor a responsible way of assessing a real detriment to our industry!
‘When it comes to digital media, you’re probably being ripped off’
– Remove ‘digital’. Lets face it the traditional (inflated with good ole fashion production costs) are even worse no?
If articles like this help to keep the industry a tiny, incy, weeny bit more honest; then fair play!