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The Association of National Advertisers, ANA and American Association of Advertising Agencies have joined hands with Interactive Advertising Bureau, IAB to endorse the Impression Exchange Solution, IES. The advertising agencies have joined together in their war against impression discrepancies.
This endorsement by the advertising agencies is long due because of the issues surrounding impression count discrepancies. Interactive advertising offers a particular problem due to difference in the way the data is managed by the advertisers and the publishers.
IES is being touted as the corrective measure by the advertising agencies since it seeks to create awareness and transparency for discrepancies. According to Randall Rothenberg, President and CEO, IAB has stated that the universal adoption of IES will be the foundation on which the advertising agencies can build the next digital supply chain efficient. Everyone feels that as the interactive advertising grows its share in the market, it should become more accountable and only sound foundational values can bring about this accountability.

© The-Lane-Team

A recent survey has reported that advertising agencies are set to enter into the mobile media area. According to this survey, advertising agencies want to start marketing for mobile telephony as they see a huge potential in Latin America. This survey was carried out by Nielsen on behalf of the Mobile Marketing Association (MMA) in Latin America and the survey was done on 300 advertising agencies in Brazil, Argentina, and Mexico.
In the 3 countries taken into account: Brazil, Argentina and Mexico; in Brazil, 83% of advertising agencies in Brazil felt mobile marketing was an area of huge potential and could be exploited; and 62% of these advertising agencies launched campaigns and they are expected to reach 87% in 2011. In Argentina, 65 % of the advertising agencies feel that this field can be exploited better. In Mexico, 59 % of the agencies surveyed thought that mobile marketing as a field or channel can be exploited better.
"What we learned is that while mobile marketing is just emerging as a marketing discipline in all the three countries surveyed, it is taking on many different characteristics in the markets, with Brazilian advertising agencies being the most active in mobile marketing" said Thiago Moreira, director of Telecom for Nielsen in Brazil.

© freakart_productions

About six of the very well known advertising agencies in India are under the inspection of the income tax IT department. The TDS branch of the IT department in Mumbai have concluded that advertising agencies like GroupM Media India Pvt. Ltd, Ogilvy and Mather India Pvt. Ltd, Rediffusion DY&R India Pvt. Ltd etc. are responsible for the non-payment of TDS of approximately Rs.200 crores.
The officials of the Income tax department said that "We have identified the non-payments and short payments of TDS and moreover these advertising agencies are understating their commission payments by 10 to15% without any explanation. These advertising agencies understated the commission they received to work on a project by proving themselves as a connection between an advertiser and a media house.