Advertisers concerned about media network consolidation

LONDON - Only 10% of advertisers believe there is enough transparency in media buying, according to research on behalf of Eurolab, the international alliance of independent media agencies led by the UK's BLM.

The 42 advertisers surveyed come from around the world and collectively spend €8.3bn (£5.7bn) on media, and a substantial proportion of them were also worried by media agencies' consolidation within networks.

More than a third (37%) are told which network to use but 46% believe local independents are more flexible in dealing with change.

Nearly half (48%) of clients who have experienced consolidation of their retained media agency say they have seen no tangible benefits, while three quarters of them (73%) believe media networks artificially influence media channel selection.

Stephen White, chairman of EMM International, which carried out the research, said: "International advertisers are telling us they are caught between the uncertain performances of consolidated multinational agencies and the time it takes to isolate local media agencies with their undoubted local benefits.

"For certain types of advertiser, particularly those spending less than $28m (£16m), local media independents are an increasingly attractive proposition."
Eurolab is a network of 12 local independent media companies covering 17 countries, including Canada, Japan, Russia, the Baltic states and key European countries.

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