Nine ‘to hold itself publicly accountable’ with third-party verification of advertising ROI
Nine has declared it will hold itself publicly accountable by enlisting six leading market mix modelling companies to provide third-party verification of its return on investment across all advertising channels.
Nine has enlisted Analytic Partners, Mutinex, Annelect, GroupM, IPG, and Publicis Groupe to “prove the power and efficacy of total television, its role in the marketing ecosystem, and the importance of top of the funnel advertising for brands.”
They will work independently of Nine, using their own market mix model and attribution tools to assess the ROI and sales volume generated by their campaigns on every media channel.
I’m not sure that being “publicly accountable” is a great fit for Nine at the moment!
So Nine are going to pay media agencies who are supposed to objective arbiters of client spend to market their homework. Smacks of conflict of interest to me.
How would you do it? What might be better?
You clearly don’t trust your agency if you think they can’t also do your MMM. Maybe you should get an agency you do trust with your data.