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INTERNATIONAL MEDIA 2017 mandmglobal.com
I NTR ODUC TI ON ● IM2 0 1 7
INTERNATIONAL CONTENTS
MEDIA 2017 Year in review page 4
A summary of 2016’s major trends, and
what to expect in the year ahead
Media practices 10
CONTENT.
The fallout from ANA’s controversial
report on US media practices
Things can only Creativity, data, tech
Six industry figures discuss ad tech’s
role in the ‘holy trinity’ of content
14
get better… Q&A
Who’d play you in a movie of your life?
19
AMPLIFIED.
Ad fraud/ad-blocking 20
2016
Advertisers’ mistrust of agency metrics
will almost certainly go down as a and how faith can be restored
watershed year in recent history. Did
International travellers 24
you know that your British customers
Why brands must use new methods to
really wanted to leave the European Union, or that your US continue to reach this key audience
target audience would elect Donald Trump to the highest
democratic office in the world? Q&A 29
What is your favourite restaurant?
WSJ. Custom Studios, the content marketing division of We are constantly being told how awash we are with data,
and that it has never been easier to understand the thoughts
Artificial intelligence
How AI is going to reshape the way
30
The Wall Street Journal, crafts stories for brands that engage and desires of consumers. Yet, in reality, the marketing and
media industry is only at the start of a long journey to work
brands communicate with consumers
consumers and drive meaningful connections. out how to make the most of that opportunity.
Recruitment
Media firms’ fight to attract top people
33
and stop the leak to trendier employers
EDITORIAL
Yet opportunity remains the key word. In the wake of the
VIDEO PODCASTS +44 (0) 20 7367 6991
explosive ANA report on media rebates, agencies have a Q&A 37
Alex Brownsell, editor, Which buzzword would you ban?
IMMERSIVE DIGITAL EXPERIENCES CUSTOM RESEARCH alex.brownsell@csquared.cc chance to reframe their relationships with clients (p10).
Whoever cracks the media measurement challenge will win Cinema’s future 38
INFOGRAPHICS NEWSLETTERS & MAGAZINES Anna Dobbie, reporter,
anna.dobbie@csquared.cc huge levels of business from clients weary of fraud, The traditional medium is finding
NATIVE PRINT MOBILE APPS Kevin Hilton, design viewability and ad-blocking scandals (p20). And the rise renewed popularity among advertisers
Chris Young, of artificial intelligence is likely to reshape marketing in
NATIVE ADVERTISING GLOBAL EVENTS Meet the Millennials 42
production editor
unimaginable ways over the coming few years (p30). Our new list of media’s brightest talents
Jeremy King, COO, events
and publishing, Festival of Blogs 52
Media and M&M Global
For the second year running, we also bring you a list of the
Four opinions from inside the industry
For more information, please visit wsjcustomstudios.com or contact Jeremy.king@csquared.cc brightest talents in international media in the form of our
Contributors: Meet the Millennials programme (p42). The prevalence of Cuba 56
Aaron Robinson: Aaron.Robinson@dowjones.com | +44 2075722107 Ben Bold, Matthew data, digital and content skills gives us every reason for The country is changing, but breaking
Chapman, Mike Fletcher into the market definitely won’t be easy
optimism that our industry can thrive, no matter what geo-
ADVERTISING
political shocks it must withstand in 2017 and beyond. Allan Rich’s story 60
+44 (0) 7528 4888 38
Highlights from a media legend’s tale
Michelle Graves,
Wishing you a hugely successful year, from everyone on the
commercial director, Videos 64
michelle.graves@csquared.cc M&M Global team.
A selection of four M&M Global TV
ADDRESS interviews from last year’s top events
C Squared Networks Ltd Alex Brownsell
1st Floor, 115 Southwark Editor, M&M Global Award winners 69
Bridge Road M&M Global Awards 2016: the winners
London, SE1 0AX
© 2016 DOW JONES & COM PANY, INC. ALL RIGHTS RESE RVED.
United Kingdom mandmglobal.com
M&M GLOBAL INTERNATIONAL MEDIA 2017 03
I M 2 0 17 ● YE AR IN REVIEW YE AR IN R E VIE W ● IM2 0 1 7
THE NEXT 12 MONTHS IN NUMBERS…
52% For the first time,
the majority of
digital ad sales
will be generated
31%
by mobile
impressions or
clicks
Source: Magna
Programmatic advertising’s
growth in 2017
Source: Zenith
$22.9bn
Net global ad growth
Growth in ad spend by
regional bloc in 2017
Source: Zenith
in 2017
Source: GroupM
Western
& Central ‘Fast track’
North America 3.7% Europe 2.8% Asia 8.5%
F
2016
or all the political tumult, 2016 was Latin America 1.9% MENA 7.3% ‘Advanced’ Asia 2.3%
by no means a bad year for the
40% vs 36% 71%
media and advertising industry. In
fact, IPG Mediabrands agency Magna
claims that it produced the highest rate of
global growth since 2010. All the key trends of total ad sales growth
Global digital-based ad sales ($202bn) will
continued apace: digital commands a larger will be contributed by
overtake linear TV ($186bn) to become the
six countries:
and larger slice of marketing budgets; an number one media category in 2017
A YEAR IN
increasing portion of that spend is going Source: Magna China $6.2bn
into mobile; and programmatic is attracting US $4.7bn
ever-more investment, particularly outside
REVIEW
UK $1.6bn
of advanced markets such as the US and UK. Argentina $1.4bn
Three predictions for annual growth in the global ad market in 2017 Japan $1.3bn
By examining the global forecasts from
Magna, WPP’s GroupM and Publicis Media’s India $1.1bn
Source: GroupM
Zenith, M&M Global has curated a selection
M&M Global casts its eyes over the key
of need-to-know facts about media and
marketing in 2017. And overleaf, our friends
4.4% 3.6% 4.4%
Source: Zenith Source: Magna Source: GroupM
at eMarketer have given in-depth reports
trends in 2016, and predicts what we on the comparative development of digital
might expect over the coming 12 months media in Western Europe and Asia.
04 M&M GLOBAL INTERNATIONAL MEDIA 2017 M&M GLOBAL INTERNATIONAL MEDIA 2017 05
I M 2017 ● Y E A R IN REVIEW
2016 A landmark year for digital
A YEAR IN advertising in Western Europe
REVIEW By Karin Von Abrams, senior analyst at eMarketer
eMarketer sees a handful of
powerful forces pressuring the
global media and marketing
ecosystem in 2016. The first and
most powerful of those forces is
mobile. Looking back, 2016 may
well emerge as the pivotal year
in the evolution of our mobile-
first, mobile-centric society. Investment in mobile
internet ads in Western Europe is expected to jump
almost 45% this year. Several key markets – including
France and Germany – have reflected a similar pace
of change in the past 12 months.
The second force is data-driven advertising
automation, otherwise known as programmatic
advertising. In France, an estimated 64% of all digital
display ad spend this year went to programmatic
trades. On the other hand, legacy systems for media
buying and selling have delayed programmatic
implementation in some countries. Automated
trading is already delivering on some of its
promises, but is unlikely to fulfil them all.
64%
of digital ad Western Europe is becoming ‘mobile-first’
The third force is consumers’ spend in
increasing desire to avoid advertising France went to
to some extent, abetted by technology: programmatic
ad-blocking, in other words. In 2016, 10.9 trades
million internet users in the UK used an ad Source: eMarketer effect on brands’ digital budgets. That said, we expect
blocker, and that number is climbing. Spain to finish 2016 on a more positive note than Italy,
All of those forces are playing out across where digital ad spend growth is concerned. A vibrant
Western Europe, regardless of political and economic mobile culture is contributing to Spain’s upswing.
trends, and against the background of rising digital
ad spend. But the impact differs country by country. SPOTLIGHT ON GERMANY
The UK continues to be the leading regional As a relatively mature digital market, Germany will
market, in many respects. This is an advanced digital continue to post steady gains in digital ad spend
culture; internet penetration is high, as is usage of during the next few years. Despite the political and
smartphones and other mobile devices, and the financial turbulence felt across Europe as a whole,
country has a well-deserved reputation as a hotbed of the German economy is essentially solid and resilient
both technological and marketing innovation. – one of the healthiest in the region, in fact.
So it’s not surprising that the UK currently It’s not As Germany’s population skews slightly older than
accounts for more than 40% of digital ad spend some other major markets in the region, traditional
in Western Europe. A large proportion of surprising media – print formats in particular – have maintained
digital advertising in the UK is already handled that the UK a firm hold on national audiences. Expenditure on
programmatically; similarly, a lot of programmatic digital ads is gradually closing this gap, though.
activity is already focused on mobile devices.
currently While digital doesn’t yet account for as much of
Germany lags some way behind on these measures, accounts for the total ad spending pie in Germany as it does in the
yet it will register digital ad spend more than double more than UK, for example, that slice is expanding, and will hit
that in France this year. By contrast, Italy and Spain 29% this year, eMarketer estimates. Here, too, mobile
have seen much lower levels of digital ad expenditure 40% of digital is the crucial driver; in 2016, mobile ad spend grew
– below $2bn in each case. In these two markets, ad spend nearly 10 times as fast as digital ad spend overall.
long-standing economic difficulties have hindered Meanwhile, back in Germany’s desktop economy,
the expansion of digital infrastructure and business in Western an interesting trend may be emerging, according to
investment in digital operations, with a predictable Europe industry body the Online-Vermarkterkreis (OVK). It
06 M&M GLOBAL INTERNATIONAL MEDIA 2017
I M 2017 ● Y E A R IN REVIEW YE AR IN R E VIE W ● IM2 0 1 7
middle class in all three countries has created a
Share of desktop page impressions in Germany on which Programmatic digital display ad spend in China 2014-2018
new consumer cohort with the disposable income
display ads were blocked Q2 2015 – Q3 2016 (% of total) to spend on smartphones and service plans. These (billions, % change and % of total display ad spend*)
items were once out of the reach of all but the highest
In 2016, mobile advertising % income-earners. However, the ascent of low-cost 122.8%
$22.94
25 smartphones – many of which are made in China –
spend grew nearly 10 times as and data plan price wars resulting from competition
21.5% 21.5%
fast as digital ad spend overall 21.2%
20.1% among wireless carriers, has made mobile internet
19.4% 19.1% more widely accessible in the Asia-Pacific region.
in Germany 20
There are, nonetheless, several areas of the digital
$16.74
ad ecosystem in which developing Asia-Pacific
recently reported a decline in the share of web page 15 markets still lag behind more advanced countries,
impressions on which display ads were blocked. one key area being programmatic advertising.
Over the first three quarters of 2016, that share fell by China represents a unique middle ground between $11.05
modest increments, from 21.5% to 19.1%. 10 emerging and mature programmatic markets.
This may signal that some internet users were eMarketer estimates that more than half of digital ad
71.7% 58.0%
taking a more measured view of ad-blocking, and outlays in China will be transacted via programmatic 53.5% $6.46
agreeing to see ads on sites they value, for example methods for the first time in 2016, with the vast 61.5%
5
– or that a growing focus on mobile devices has majority handled by Baidu, Alibaba or Tencent. $4.21
51.0% 51.5%
marginalised desktop PCs, making ads served to However, China’s programmatic market remains
them less significant, so hardly worth blocking. It’s 0 beset by significant problems, including a dearth of 44.0%
too soon to pinpoint the cause or causes of this trend; Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 robust third-party data providers, conflicts of interest 38.0% 37.0%
similarly, we don’t know whether it will continue, or among those selling inventory and rampant ad fraud. 2014 2015 2016 2017 2018
Note: based on figures reported by OVK members; read as ‘delivery of ads was blocked on
be replicated in other Western European markets. Programmatic faces even higher hurdles in most
19.1% of page impressions in Q3 2016’. Programmatic digital display ad spending
But it’s one of many things to keep a sharp eye on, as Source: Bundesverband Digitale Wirtschaft (BVDW) and Online-Vermarkterkreis (OVK). “Zentrale Southeast Asia markets, where digital has yet to % change % of total digital display ad spending*
2016 comes to an end. Adblocker-Rate des OVK” as cited in company blog, 16 November 2016. achieve a comparable reach to traditional media
outlets such as television. Automated trading, with Note: converted at the exchange rate of US$1=RMB6.23; digital display ads transacted via an
its attending lexicon of jargon acronyms and often API, including everything from publisher-erected APIs to more standardised RTB technology;
includes ads on ecommerce websites such as Alibaba properties; includes advertising that
opaque methods of measuring return on investment,
Digital advertising in
appears on desktop/laptop computers, mobile phones, tablets and other internet-connected
presents a significant barrier to ad-buyers more used
2016
devices. *Includes banners, rich media, sponsorship, video and other.
to direct deals and clearly established metrics. Source: eMarketer, March 2016
One area of digital advertising that is likely to see
A YEAR IN Asia-Pacific is driven by faster growth in Asia-Pacific is video advertising.
India, for example, is on the cusp of a sharp increase
REVIEW the smartphone revolution
in digital video consumption that will be driven by
falling service plan prices due to competition among
mobile carriers. Upstart mobile telecom company
Reliance Jio has already had a dramatic effect on the
market by providing consumers with 4G data rates of
By Rahul Chadha, Asia-Pacific analyst at eMarketer less than $1 per gigabyte.
eMarketer estimates that the number of digital
video viewers in India will climb from 149.7 million
While Asia-Pacific currently this year to 244.1 million in 2020, when 18.4% of the
trails North America on digital ad
Digital ad spend as a percentage of total media ad spend population will watch a video online at least once
spend, expenditures in the region worldwide by region, 2016 and 2017 per month. Cheaper and faster data will have a
are a close second this year. strong appeal to these entertainment-content-crazed
eMarketer projects that digital ad Asia-Pacific 38.8% consumers in India, which churns out an astounding
43.1%
outlays will total $68.7bn in 2016, amount of cinema and music.
35.9%
and more money will be spent on North America 38.4% Advertisers will be forced to follow those
digital advertising in Asia-Pacific 34.5%
consumers as the traditional media format of TV
by 2018 than in any other area of the world. Western Europe fractures, much as it already has in both the US and
36.1%
The growth of digital ad spend is inextricably 32.6% Western Europe.
Central & Eastern Europe
tied to the emergence of the mobile-first markets of 35.0%
China, India and Indonesia, which boast a combined Latin America 19.1%
20.6% 2016
population of almost three billion, according to 2017
figures from the US Census Bureau. These three Middle East & Africa 13.3%
15.7%
markets will see the strongest growth in digital ad
34.4%
spend over the next four years, largely due to one Worldwide
factor: the smartphone.
37.4%
There will be 841 million
%0 10 20 30 40 50
There will be 841 million smartphone users in these
Note: includes advertising that appears on desktop and laptop computers as well as mobile
smartphone users in China, The focus is on smartphones in Asia-Pacific
three countries in 2016, by eMarketer estimates, more
than four times the number found in the US. The
phones, tablets and other internet-connected devices, and includes all the various formats of India and Indonesia in 2016,
advertising on those platforms; excludes SMS, MMS, and P2P messaging-based advertising.
continued emergence of a nascent, but burgeoning, Source: eMarketer, March 2016 four times more than in the US
08 M&M GLOBAL INTERNATIONAL MEDIA 2017 M&M GLOBAL INTERNATIONAL MEDIA 2017 09
I M 2 0 17 ● M E D IA PRACTICES ME DI A PR AC TI C E S ● IM2 0 1 7
[business-development] effort. The ANA
allowed themselves to be part of a third party’s
business development.”
Gotlieb’s attempt to dismiss the findings of
the ANA’s report as merely a cynical bid by Firm The more
Decisions (a subsidiary of Ebiquity) and the forensic it’s denied
investigation team at K2 to win more business has, if
anything, only served to put the ANA’s investigation by agencies,
and the issue of agency transparency squarely back the greater
on the agenda.
Tom Denford, chief strategy officer at ID Comms, the loss of
was disappointed by the comments: “Irwin trust between
Gotlieb doesn’t say anything that’s not scripted or
intentional so I was really sad to hear his remarks. It’s
clients and
disappointing to know that agencies haven’t moved their media
on and accepted there’s a problem and that it’s time to agencies
find a solution.
“Agencies are still intent on deflecting the spotlight
and kicking up enough silt to get them from one
Nick Manning, chief strategy officer,
financial reporting quarter to the next.”
Ebiquity
More recent remarks from WPP’s chief executive
Sir Martin Sorrell would appear to substantiate
Denford’s point. During a third-quarter earnings call
on 31 October, Sorrell tried to deflect the attention
away from the $180bn media market in the US, by with clients and media owners to ensure that media
saying that the ANA should have pushed for greater one day joins the ranks of other, highly accountable
transparency in Japan and the Middle East instead. professions, agencies continue along a road of
outward denial.
HEAD IN THE SAND Ebiquity’s chief strategy officer, Nick Manning,
No-one can deny that a lack of transparency in these sums it up best by saying: “The industry has to stop
regions is a problem. In September, Tokyo-based denying the disease in public and start talking
Dentsu promised to pay back $2.3m (230 million yen) about the cure instead. It’s a global problem that for
A STATE
to clients it had overcharged for digital advertising every dollar of media spend, only 40 cents reaches
work in Japan. Dentsu admitted that following a the publisher.
month-long investigation, it had uncovered 633 “K2’s investigation found 150 clients, agencies and
suspicious transactions affecting 111 clients, some of media owners across America who painted a picture
which date back to November 2012. of the industry that every media owner and ad tech
OF DENIAL
But what frustrates people like Denford is that, player recognises. The more it’s denied by agencies,
rather than daring to admit that transparency is a the greater the loss of trust between clients and their
global problem, and that they should work together media agencies.”
Ebiquity’s role in the ANA report was to produce
the recommendations document, which was intended
to build on the investigation carried out by the K2
Intelligence Study, and move the conversation on
Mike Fletcher investigates what has happened from the revelations to prescribing solutions.
Its report recommends three overarching actions:
since the ANA published its explosive report a uniform code of conduct between advertisers and
into US media practices in June last year agencies; establishing media agency management
principles such as complete transparency and
better communication; and that marketers establish
D
primacy over the client-agency relationship, and
eflect, lash out, refuse to take responsibility and blame anyone
It’s regularly re-evaluate and upgrade internal processes
but yourself. America must be praying that its new President- disappointing and practices.
elect does not revert to his campaign rhetoric once he takes to know that
office in January. However, according to some media FINDING SOLUTIONS
commentators, Donald Trump is not the only one who should agencies In addition to these three pillars, there were a further
think before he speaks. GroupM’s global chairman Irwin Gotlieb has come haven’t seven strategic recommendations for advertisers to
in for a lot of flak after giving a very Trumpesque response when asked consider, in order to reduce or eliminate the potential
recently about the ANA-backed seven-month investigation into US media moved on conflicts identified in the K2 Intelligence study.
practices, which in June reported that rebates and other “non-transparent”
Tom Denford, chief strategy
and accepted One drawback, however, which Ebiquity’s Manning
methods are pervasive in the American media-buying ecosystem. concedes, is that the three documents that make
On-stage at the Video Everywhere Summit in New York on 27 October,
officer, ID Comms there’s a up the ANA report are so dense that not many
Gotlieb said: “I’m going to be really harsh. The entire effort was a biz-dev problem people actually got as far as the seven strategic
10 M&M GLOBAL INTERNATIONAL MEDIA 2017 M&M GLOBAL INTERNATIONAL MEDIA 2017 11
I M 2017 ● M E DIA PRACTICES
recommendations. There seems to be a widely held
assumption that Ebiquity was only recommending
auditing when, in fact, it was much broader.
“My hope is that, in 2017, we can spend more time
talking about the solutions to greater client agency
trust, which in turn will lead to more conversations The ANA report didn’t
about all the great advertising and media work taking come as a surprise to
place around the world,” Manning says. 7-9 May 2017, Rome Cavalieri, Italy
“What can agencies do? Acknowledge the issues us because we’re a
and then address them. However, it’s the advertisers global business
3 DAYS 5 STAGES
themselves who have to step forward and take control
of their media governance, in order to force real
behavioural change.”
According to several industry sources, advertisers
have responded to the ANA’s report in three ways.
Some remain paralysed by the complexities
involved in investigating or changing contractual
terms with an agency, so have done nothing. Some,
300+BRANDS 800+ATTENDEES
such as JP Morgan Chase, have carried out a full
agency audit and found no wrong-doing, so are
Gerry D’Angelo, European
BRAND ATTENDEES ALREADY INCLUDE
sticking by their agency.
director of media and global
digital media partnerships,
BRAND-LED CHANGE
Mondelez International
The third way could be a potential game-changer,
however. With many advertisers planning global
agency reviews, and some, like Procter & Gamble,
recruiting chief media officers, there is a sense
that the brands will hold their media agencies to Over a four-month period in 2015, it consolidated its
better account. agency roster and moved media buying in the US, UK
A media professional who did not want to be and India to Dentsu Aegis’s Carat, while also giving
named told M&M Global: “The ‘Mediapalooza’ of the agency network global communications across all
2015 saw almost $30bn of business up for grabs, but product categories. Carat also handles Mondelez in
it was very US-centric. In 2017, we’ll see even more the Asia-Pacific region and most of Europe.
global reviews as advertisers realise they need to sure “The ANA report findings in 2016 didn’t come
up out-of-date contractual terms with their agencies as a surprise to us because we’re a global business.
and keep a closer eye on how media is bought, in the Understandably, most US-only businesses regarded
wake of the ANA revelations.” it as a non-rebate market, but the prior evidence
One advertiser that has already been through a from all other regions was compelling,” says Gerry
global review process is Mondelez International. D’Angelo, European director of media and global
digital media partnerships at Mondelez.
“Well in advance of the report we were able to THEMES FOR 2017 INCLUDE
implement best practice from other regions, in
particular Europe, and insisted that transparency by
audit was a major part of our recent global media
agency RFP. We were pleasantly surprised though to PROGRAMMATIC: ADDING CONTENT CURATION MEASURING DATA
find that those agencies who pitched really bought VALUE, DELIVERING EFFICIENCY, AND AND DELIVERING
into this,” adds D’Angelo, who is soon to join P&G. EMBRACING CREATIVITY DISTRIBUTION IMPACTFUL ROI
Despite the continued attempts to discredit the
ANA report by the likes of Gotlieb and Sorrell,
How to set up a robust Brands, media and influencers: finding Integrity and transparency:
other advertiser brands also say that, away from
programmatic operation new ways for content curation and measurements, industry standards and
shareholder scrutiny, many agencies are co-
operating professionally over client concerns in-house audience engagement tangible results
around transparency.
It is possible that, if progress is happening, it is Enhancing and leveraging data: metrics, Context, scale and relevancy: Be on top of the consumers’ journey: the
going on behind the scenes. Some agencies are even social and beyond content marketing at its best cross-platform distribution model
believed to be planning announcements for 2017 that
will give clients more accountability and control. Strategies to tackle Uncovering the benefits of geo-location Dark social: how to do it and how to
If a second, more globalised pitch storm is brewing ad blocking tools and IoT measure it effectively
for 2017, agencies will need to focus on this internal
evolution in order to avoid a potentially costly client Exploring programmatic across mobile Nailing video storytelling: creation, What is the right talent you need for the
revolution. It will mean placing transparency and and video distribution and monetisation right results
trust at the heart of the media relationship.
12 M&M GLOBAL INTERNATIONAL MEDIA 2017
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I M 2 0 17 ● CR E ATIVITY, DATA , TECH C R E ATIVITY, DATA, TE C H ● IM2 0 1 7
AD TECH
Marketers have DAMIEN HODGE
Commercial director, Xaxis
long been at war
about the relative How do you see the relationship between
data, tech and creative developing?
importance of
LEADING THE
The creative element is incredibly important; the
industry has come a long way in putting a single
creativity, data and relevant message in front of the right user group.
technology. We What hasn’t been addressed fully yet is using data to
HOLY TRINITY
further inform the look and message of the creative
spoke to six key on a more individual basis and with greater elegance,
industry figures especially around branding messages. The potential
OF CONTENT
benefits of successfully doing this require clear will
about how the ever- and drive by all parties. The key to how quickly this
develops is ensuring that any solution is scalable.
progressing field
has changed in the
past 12 months IN 2016? What effect has ad-blocking had on
the space?
Most users don’t use ad-blocking software, and the
sheer scale of inventory available has negated any
reach issues, plus there are clearly issues around how
it is monetised and who is deciding what the ‘quality’
DAVID McMURTRIE rules are. It is, however, a potential big issue which
Head of UK publishers, Google needs to be taken seriously – the more irrelevant ads,
or horribly disruptive ads there are, the more people
How are brands approaching ad tech differently will turn to these solutions.
in 2016?
There has been a marked shift towards having a fully What does 2017 bring for ad tech?
optimised technology stack, consolidating to just a few We’ll see further blurring of the lines between ad
technology partners with the goal of improving end to end tech and mar-tech, and of course further M&A
efficiency. This is true across both demand and supply sides activity in this space as companies enhance their
of the business and addresses the major challenges the platform, and develop fuller stacks. More clients will
digital advertising industry faces – delivering a better user base media activation on their own DMP and make
and advertising experience and driving greater transparency more use of the deep data they already hold. I also
and efficiency in the ecosystem. 2016 was the year when we believe that measurement will change to include
saw brands really start to understand and interrogate the more qualitative analysis – including a re-look at
value of each component part of their ad tech infrastructure. attribution, which could have a profound effect on
At a simplified level, is each element of my programmatic ad-tech players behind the curve. This is one you
stack delivering enough value to justify its inclusion? may have heard before, but I genuinely think that
2017 will see the end of mobile and desktop
What challenges must be tackled for ad tech being treated individually.
to grow?
Ad tech will continue to grow at a rapid rate, the
question is more what hurdles are we going to place in
NICK REID become challenged by a fragmented consumer landscape. front of ourselves? Not abusing the tools we’ve been
UK managing director, TubeMogul given will be important – particularly how to create and
What challenges must be tackled for ad tech deliver personalised messaging without crossing the
What have been the key trends and insights to grow? boundaries. Understanding the value of intermediaries We’ll see further
driving ad tech in 2016? Walled gardens. The reality that there are businesses is also key, and whether the value delivered is justifying blurring of the lines
Consolidation and cross-screen. We see advertisers that prevent the free flow of audience data to the the cost. Finally, as ad tech becomes more mainstream, it’s
automating broad-reach RTB, with programmatic direct hindrance of the advertisers. The irony that we are still important to reflect that in the positioning and language
between ad tech and
on broadcast and, now, social, as Facebook, Twitter and talking about transparency, when this should be what that we use – it’s not about making marketing speak in a mar-tech, and of
Snap look to scale their video offering. This is all in the software provides. Measurement, as the proxy of a cookie programmatic language, it’s the other way around. course further
ambition to take an audience-first approach and break disappears as the consumer continues to move from
down the traditional silos, moving in the direction of desktop to mobile. Silos – we are still a long way from What does 2017 bring for ad tech? M&A
cross-screen. The challenges of planning, buying and being in a place where we break down the approach and Technology consolidation and platform diversification. activity
measuring cross-device are starting to be overcome, budgets that sit in social, digital, mobile, TV – something I’d expect buyers to continue to refine their
and cross-screen is the topic on everyone’s lips, as which contradicts audience behaviour. stack, while also looking to bring the efficiency, in this
programmatic TV solidifies in the US, was launched in performance and insight benefits that they have space
Australia earlier this year and picks up steam in Europe. What does 2017 bring for ad tech? derived from digital to other media channels. Audio
Through software, advertisers have a more holistic Continued ambition for automation and measurement and digital OOH are already well under way, while
audience and inventory approach and are able to start from a cross-screen and device point of view. We also addressable TV will continue to be the big prize.
thinking about reach and frequency, something which had predict measurement and attribution will be critical.
14 M&M GLOBAL INTERNATIONAL MEDIA 2017 M&M GLOBAL INTERNATIONAL MEDIA 2017 15
I M 2017 ● CR EATIVITY, DATA , TECH C R E ATIVITY, DATA, TE C H ● IM2 0 1 7
see that connection or driving store traffic. As more and
GRAHAM MOYSEY more dollars are being spent on digital, the demand of
Head of AOL International brands rightly has been more on that business result.
Second, we’ve seen big demand in video, social
How are brands approaching ad tech advertising and the influencer market. Snapchat has
differently in 2016? Since the introduction of the been a big part of the industry, both in terms of interest
The way brands are spending and how they are multi-device lifestyle, there’s in a different type of consumer experience using video
buying continues to change. We’re seeing more and also in terms of experimenting with different ways to
ad dollars shifting to programmatic, although it’s
billions more touchpoints for get engagement in an activity.
important to note that the value of the traditional brands and marketers to sift
managed media business remains, and indeed for through and understand How are brands approaching ad tech
many advertisers a hybrid approach is delivering the differently in 2016?
right results for them. Mobile video is also exploding, There’s more of a desire to experiment with different
with 20% of ad buyers telling us they have increased form factors. Also, the focus really has been on ‘what
what they spent on mobile video advertising in 2016 are we getting for our advertising dollars?’ In 2015, you
versus the previous year. saw a lot of talk about programmatic and automated
buying and selling and how you use data as a transaction
What challenges must be tackled for ad mechanism; in 2016, the questions become ‘what are we
tech to grow? getting for that?’
Since the introduction of the multi-device lifestyle,
there’s billions more touchpoints for brands and How do you see the relationship between
marketers to sift through and understand in order data, tech and creative developing?
to make their message better resonate. But when ROB SCHWARTZ I think that’s going to be one of the biggest trends you’re
we consider the fact that each device lives in its own President, Undertone going to see in 2017. I think it’s critical and we’re just
silo, and that digital footprints differ greatly for each at the beginning. As a company that is really focused
medium, it’s much harder for marketers to know What have been the key trends and insights on creative, our biggest opportunity now is to take all
exactly how their marketing investments are paying driving ad tech in 2016? the unique data that we have around the ways that
off. That ‘lack of understanding’ remains one of the In 2016, from our perspective I think the biggest driver consumers engage and interact with ads, disciplined
biggest challenges to the industry as a whole, but has been brands requiring more from their ad-tech consumer research, and then make creative audience
one that I believe can be solved by investment in partners than they have in prior years, and a big focus profiles that match up with first- and third-party data to
measurement and attribution technologies. has been on driving business results, so whether it’s get the most relevant creative and the right message to
thinking about how digital advertising fits with your consumers. For the industry in general, I think we also
What effect has ad-blocking had on media mix model or return on investment, or trying to need a better sense of what is valuable data.
the space?
Let’s start by acknowledging that we are all
responsible for the need to create better ads so
that there is less negative user impact. What this SAMMY AUSTIN
means will differ by publisher; sometimes it means Head of programmatic, OneFineStay
less obtrusive, lower density, more relevant, less
bandwidth intensive. Sometimes it will just How are brands approaching ad tech differently
mean having fewer ads that are more beautiful in 2016?
and impactful, or bigger native and custom More brands are talking directly to tech partners. Brands are
integrations within publisher sites. For either implementing direct contracts with technology partners
advertisers, the challenge is creating great ad and deploying the technology themselves, or their agencies
experiences that consumers actually want. are deploying the technology on their behalf.
That comes down to three key factors:
quality content native to brands and How do you see the relationship between data, tech
publishers; premium ad experiences and creative developing?
that are engaging by bringing together We’ll start seeing data segments/audiences being used
design and data; and, finally, more widely and not sitting in silos within marketing reason that consumers are blocking ads. There’s a need for
premium inventory from trusted channels; for example, retargeting for display. Brands will brands, publishers and agencies to deliver better creative –
environments. start building data segments and targeting consumers creative that is more relevant, optimised to mobile devices
within those segments across CRM, SEM, display and video. and creative that is engaging and tells a story. There’s a
Different marketing channels will be used in sequence, and need for us to implement general best practice around
creative will reflect that. We’ll start understanding more delivering ads to consumers. We don’t want to deliver
about how different data segments and audiences respond intrusive ads, ads that slow down page load times, and we
to different marketing channels. need to stop serving the same ads to customers multiple
times – there needs to be frequency caps in place across all
What effect has ad-blocking had on the space? marketing channels, and we need to stop targeting people
I think it’s been a wake-up call for the industry, there’s a when they have already purchased certain products.
16 M&M GLOBAL INTERNATIONAL MEDIA 2017 M&M GLOBAL INTERNATIONAL MEDIA 2017 17
Q& A ● IM2 0 1 7
LUCKY
Highlights from our
online Q&A series,
where industry figures
Who would play you in answer 13 questions on
a movie of your life? a variety of topics
8 May 2017,
Rome Cavalieri, Italy
ARE YOU THE BEST
ROSS WEBSTER
Managing director,
international sales,
The Weather Company
IN MEDIA THINKING?
“Bob Parr (aka Mr Incredible)”
LAURA BOWEN
Chief operating officer and
SHOW OFF YOUR BRILLIANT
co-founder, Admedo CHARLIE JOHNSON
“Julianne Moore or Rachel McAdams. Both Vice president UK and Ireland, Digital
are unassumingly fierce and gloriously ginger!” Element
WORK AND ENTER YOUR BEST
“Zooey Deschanel.”
GUY CHISWICK
Managing director, Webloyalty ALAIN PORTMANN
CAMPAIGNS TODAY
15 April 2015, Dubai
“Jason Statham purely for the hair and beard
likeness, but he’d have to explore a new direction
in his acting career and steer away from beating people up all
the time – I don’t do that. I’m a huge fan of Michael Caine,
Partner and head of media and insights,
House of Kaizen
“Benicio del Toro.”
so I’d like him to play me.”
Final Entry Deadline: 3 February 2017 DAVID INDO
Chief executive, ID Comms
BEN COOPER “Ryan Gosling, if only to delight my other half.”
Managing director,
Europe, HookLogic
“As disappointing as it is to write, Rick
Moranis – to whom my now wife claimed I bore a
striking resemblance when we first met.”
PAULO CUNHA
CEO, Shiftforward VIKTORIA
DEGTAR
“Humphrey Bogart, although I appreciate time
Head of
machines might be useful to make this happen.”
EMEA sales,
Bloomberg
Media
ALESSANDRA DI “Ideally me, but definitely someone who
LORENZO is determined and who cares about
Chief advertising officer, others. Angelina Jolie springs to mind!”
Lastminute.com Group
“Claudia Cardinale. Described
as ‘Italy’s best invention along
with spaghetti’, and a UNESCO READ all our weekly
Goodwill Ambassador for women’s Lucky 13 interviews at
rights to boot.” mandmglobal.com
Enter Now at awards.festivalofmedia.com/global M&M GLOBAL INTERNATIONAL MEDIA 2017 19I M 2 0 17 ● A D FRAUD/AD-BLOCKING AD F RAUD/ AD-BLOC KING ● IM2 0 1 7
report, is quick to point out that the acceleration of
digital advertising is anything but symptomatic of
an industry facing crisis, while remaining under no
Is digital advertising facing a
illusions about the threats overhead and looming on
the horizon. What makes
Yet storm clouds are undoubtedly amassing. The it possible
prevalence of digital ad fraud is backed by some
is greed…
CRISIS OF INTEGRITY?
alarming estimates, with one figure estimating it at
$7.2bn in 2016, putting it on course to become the It’s down to
world’s second-biggest criminal enterprise after the
drugs trade. a fixation on
“That should be enormously concerning from a price and a
moral perspective as well as its potential impact on
brands,” says Tim Gentry, who spent nearly 20 years
refusal to
at Guardian News & Media, latterly as global revenue question
director, and who is now a consultant working with a anything too
range of media businesses.
He points out that the figure, as astronomical good to
Adam Smith, futures director,
it is, is merely “the tip of the iceberg”. “We’re not be true GroupM
scratching the surface of all the long-tail sites that
exist,” he says.
“Fraud manifests itself in a number of ways – some
legitimate businesses buying fake eyeballs, with some
illegitimate sites pretending to be one publisher, meaning an adjusted figure of around 16%. “I think
when they’re nothing like it.” if you’re a publisher or media owner, it should be of
concern,” Chester adds. “I certainly think there is a
WILFUL OBSTRUCTION lot that people can do to take control of their destiny.
While ad fraud means that ads are not reaching If you’re a brand or agency, it amounts to a loss of
the eyeballs of their target audiences, despite audience, which is not good.”
advertisers paying for the privilege, other ads How is it then that in a discipline that employs the
are escaping the fraudsters only to be obstructed sharpest minds on the planet, the rise of fraud and
wilfully by consumers who have downloaded ad- ad-blocking have been allowed to happen?
blocking software. “What makes it possible is greed,” says Smith.
“The technology and gaming communities are the “One of the odd things about the internet [and digital
ones that adopted native ad blockers first. It’s as high advertising] is that if you’re an advertiser and you’re
as 40% for gaming and tech sites,” says Steve Chester, only prepared to bid 10 cents for a click, you will
director of data and industry programmes at the always find someone to sell to you. It’s down to a
Internet Advertising Bureau (IAB). “Broadly, lifestyle fixation on price and a refusal to question anything
sites see much lower incidences, sometimes as low as too good to be true.”
single digits, of ad-blocking.” Gentry concurs. “Businesses are focused too much
The IAB’s own research into ad-blocking, based on short-term results,” he says. “It’s not their fault, it’s
on a YouGov sample of 2,000 adults, found in July what the industry sold as the benefit of the medium.
that 21.2% of adults are currently using ad-blocking But we’re going through that shake-up now where
software, compared with 21.7% in February, a everyone is realising that it’s no longer sustainable.
L
marginal rise. However, around 20% of those who “If you talk to agency CEOs involved heavily in
An appetite for ike any advertising medium, digital attracts said ‘yes’ were confusing ad blockers with anti- the pitch process with marketers, quite often the
its fair share of both optimists and pessimists. virus software and other non-ad-blocking software, conversation is around the issue of quality and
cheap inventory The former group tends to enthuse about
the seemingly inexorable growth of digital
and tolerance advertising, as it meets and even exceeds the
of low-quality
ads has sowed
levels of spend enjoyed by traditional media, while
offering advertisers value for money.
The latter bemoans the crude, slow-loading or just
5 WORRYING STATISTICS ABOUT DIGITAL ADS
the seeds of plain annoying ads that intrude consumers’ desktop
or mobile screens, or points to the growing frequency
mistrust among of ad fraud that means brands are paying for ads that
never reach their audiences. $7.2bn 14% 32% $27bn 33%
advertisers. Ben Then there are, of course, the realists, who sit Annual cost Percentage of Percentage of global Potential cost Facebook’s
Bold reports somewhere between the two, passionate about of ad fraud
globally, up from
extra bots found in
programmatic media
page views impacted
by ad-blocking
of ad blockers to
digital publishers
overestimation of
average seven-day
the medium, but equally sceptical about its
shortcomings. $6.3bn in 2015 buys above average software by 2020 organic page reach
Source: ANA/ Source: ANA/ Source: Blockmetry Source: Juniper Source: Facebook
Adam Smith, futures director at GroupM, who White Ops White Ops Research
recently authored the WPP agency’s ‘Interaction 2016’
20 M&M GLOBAL INTERNATIONAL MEDIA 2017 M&M GLOBAL INTERNATIONAL MEDIA 2017 21I M 2017 ● A D FRAUD/AD-BLOCKING AD F R AUD/ AD-BLOC KING ● IM2 0 1 7
transparency. There is a trade-off for these things, in better detection – if you have a more direct line
that, as with all aspects of quality, it comes at a price.” of sight to where you’re buying and from whom.
Smith cites another reason why ad inventory is We’re encouraging all members to use fraud-
failing to deliver. “The risks haven’t been properly detection software.”
costed,” he says. “If a newspaper or TV channel Meanwhile, industry-wide movements are Perhaps
shows ads in the wrong place then the advertiser gets being formed to battle ad fraud. The IAB is part Google and
their money back. There’s no recourse in digital.” of JICWEBS (the Joint Industry Committee for
Ad-blocking take-up, on the other hand, is being Web Standards in the UK and Ireland), which Facebook
fuelled by something more prosaic, and less criminal. represents media owners, buyers and advertisers are not the
“The biggest reason for [people using ad-blocking] from industry bodies the IPA, ISBA and the
is advertising that interrupts their experience,” says Association of Online Publishers. answers
Chester. “It might be an ad that gets in the way, that “We all got together under the umbrella body that brands
flashes, or audio that suddenly blares out.” looking at trading standards,” Chester says. “We’re
He adds: “What we’ve seen as we gravitate building an accreditation system under which
need. Google
towards mobile-first is that as publishers try to anyone that trades has to be certified in terms of how represents the
monetise mobile because CPA rates on mobile they are reducing the risk of fraud. whole web,
cost less than desktop, the yield has gone down, JICWEBS is also working with TAG (Trustworthy
which is encouraging some to go for more intrusive Accountability Group) in the US to conduct a and that’s
advertising, like overlays.” number of initiatives to try to eradicate fraud by good and bad
An ad can’t introducing a blacklist and ID system.
be so discreet FIGHTING BACK Likewise, the insidious rise of ad-blocking too
But both fraud and ad-blocking can be combated. can be stemmed with a focus on better-quality ads,
that it Google’s DoubleClick is one such defence, while a observers claim. “From all the conversations we’ve
Tim Gentry, consultant
disappears, study by the Association of National Advertisers in had, I can’t think of one in which anyone said that we
the US that unearthed an agency culture involving want advertising to be intrusive and annoying,” says
but it can’t be non-transparent practices such as rebates has Chester, half joking. “What we’re seeing the debate
intrusive. The brought the issue to light. about is where the line is.
“We will never be complacent,” says Smith. “I do “An ad can’t be so discreet that it disappears, but with inventory from the web you can run it through If clients and agencies lead, then others will follow.
challenge is think that fraud can be defeated by careful planning. it can’t be intrusive. The challenge is to achieve an our filters.” “Ultimately the pressure needs to come from the
to achieve an In other words, be careful of the company you keep, equilibrium.” Automation is also part of that answer, he clients and agencies. The latter are very active in this
equilibrium and screen suppliers.” It is this objective that has led to industry-wide argues. “Programmatic started as a market-clearing space,” adds Gentry.
Chester agrees. “The caveat is that it varies initiatives such as ‘The Coalition for Better Ads’, a remnant tool for cheap media. Now it has become “While they have been such beneficiaries, because
Steve Chester, director considerably, but we’re seeing more instances and global project backed by the IAB and advertisers the opposite, a means to pull data into the buying they are big organisations, perhaps Google and
of data and industry greater sophistication of fraud,” he says. “More including Procter & Gamble and Unilever and mechanism. I think that’s an important safeguard, Facebook are not the answers that brands need.
programmes, IAB people are taking measures to prevent fraud, such as the likes of Google and Facebook. In essence, its avoiding criminals by ingesting more data.” Google represents the whole web, and that’s good
proposed solution is straightforward – make less- Half of digital buying is now automated, up and bad.”
intrusive ads that don’t piss off consumers. from around 40% last year. Smith proposes that it
The advertising industry is also talking to ideally should rise to 90% of bought media, with the CONFLICT OF INTEREST
lawmakers and police across the globe about remaining 10% managed manually to make “sure that The latter point is especially resonant given
measures to help detect and prosecute ad fraudsters. the robots are working”. Facebook’s recent admission that a raft of errors had
But does this notion of official intervention apply to The IAB’s Chester welcomes the growth of led to it overestimating its metrics (and effectively
the regulatory frameworks that govern advertising; programmatic. “With programmatic on the rise, overcharging clients).
or should it? we’re likely to start seeing a shortening of the supply “Facebook put out its confession about the
Gentry questions how practical and implementable chain,” he says. “If the industry really wants to mistakes it’s making around measurement,” says
such rules would be. “I think that regulation in the minimalise ad fraud then it needs direct deals, buying Smith. “It was making schoolboy errors, and the idea
digital industry is so difficult in terms of its pace from named sources like The Guardian, knowing of them marking their own homework is a worry.”
of change,” he says. “You need to be fast enough to where the inventory is going. To be fair, Facebook has made moves to prevent
regulate the industry.” “It’s not to say that programmatic on open a repeat, recruiting Unilever and Nestlé to its new
exchanges is bad, just that the risk is higher. There’s a ‘Measurement Council’. But the debacle highlights
MEASUREMENT AND AUTOMATION shift towards private marketplaces.” a particular concern among advertisers. “Clients
In a discipline so enriched by, and simultaneously At the heart of the issue is the need for the worry about the sellers making the rules,” says Smith.
complicated by, the huge volume and granularity advertisers to push for greater transparency across “Making them convenient to the seller or that the
of data available, it is little wonder that there are the supply chain. seller might suddenly change the rules.”
calls for better measurement technology to help “I remember hearing Mondelez talk about There is clearly a long way left to go before ad
advertisers quantify and qualify exactly where combating fraud and they seemed to have a very fraud is anywhere near to being stamped out, or at
their money is going. sensible solution,” reveals Gentry, “saying to suppliers least brought to heel; while ad-blocking will remain
“When you’re advertising, try to build in and partners that ‘unless you can tell us exactly an issue so long as there are artless, slow-loading
mechanics or devices that are hard for where our money is going, we’re not investing in you’. or intrusive ads. So what can we expect to see? Will
fraudsters to fake,” explains Smith. “We “It’s incredibly simple, while the reality of things get worse before they get better?
have a walled garden of our own, a data executing on that is incredibly complicated. “If the appetite for cheap inventory grows and a
spine, in the US, UK, Netherlands and Advertisers are voting with their wallets and moving tolerance of low quality rises, then the problems rise
Germany, where we have anonymised spend away from non-transparent sources of media to with that,” says Smith. “But they’re not going to rise
profiles of users, so when you’re dealing sourced media.” from the agency-bought business.”
22 M&M GLOBAL INTERNATIONAL MEDIA 2017 M&M GLOBAL INTERNATIONAL MEDIA 2017 23I M 2 0 17 ● I N TE RNATIONAL TRAVELLE RS I N T E R N ATIONAL TR AVE LLE R S ● IM2 0 1 7
the fore but, tellingly, you are as likely to see ads for
Bank of China as for many Western institutions.
MEET THE NEW
Travellers remain “If you were a big B2B brand, top of your list
would be to find an illuminated, back-lit box in a
a key audience key location, and to sit there for a year,” says Steve We can serve
BUSINESS
Cox, marketing director of JCDecaux Airports. a traveller a
for international “Increasingly, those brands are looking to embrace
advertisers, but the digital opportunity. Not all are using data to drive mobile ad on
their content yet, but they are certainly creating more arrival at the
brands must use engaging content.”
airport, when
new methods
TRAVELLER
TRANSIT TOUCHPOINTS they are in
to reach them. Travel providers and media firms alike are finding
their five-star
more innovative ways to reach consumers in key
Alex Brownsell transit moments. Eurostar, the rail service linking hotel, when
reports London with Paris and Brussels, has introduced they are in a
advertising on printed tickets, while brands are
linking up with luxury car companies transporting key shopping
Tammy Smulders, global managing
travellers to hotels. district director, Havas LuxHub
All brand activity must be conducted in the
knowledge that consumers are now glued to mobile
devices, and less likely to be looking around in search
of distractions. This gives an opportunity to reach
travellers with more relevant content, says Tammy “We would not recommend an exclusively mobile
Smulders, global managing director at Havas Media campaign – only in rare cases. We would still
Group’s luxury consultancy, Havas LuxHub. recommend an integrated campaign. People like to see
“We know that people are constantly on their [ads] in places they deem to be premium environment,
phones and devices, so that is an important way [such as] premium ad spaces in airports.”
to reach people. Not only is it a place people are
spending their time, but it also gives the advertiser HIGHER EXPECTATIONS
the opportunity to really specify if they are talking to LinkedIn estimates that some 26 million of its global
a man or woman, target by age, by spending patterns users fall into the category of ‘business travellers’,
and travel patterns,” she says. and travel on average eight times per year. The
However, while Smulders agrees mobile should JCDecaux has digitised social network is encouraging brands to build
form an “important part” of any campaign to reach the poster sites at communities on its platform, to ensure engagement
travellers, she favours a balanced media plan: London’s Heathrow continues between those trips. And it claims that
I
nternational travellers have long formed the media, long a vital method by which to alleviate
bedrock of international media as we know it. consumer despair in the departure lounge, and to
It is a familiar audience segment: well-heeled encourage duty-free spending.
businessmen clasping a copy of The Economist The digitisation of OOH inventory in airports such
or Wall Street Journal in the airport terminal, as London’s Heathrow – managed by JCDecaux – has
and tuning into CNN in their hotel rooms. But this allowed advertisers to use data to inform messaging.
affluent and influential group is evolving, and so too A plane-load of Chinese tourists can be served a
must the advertisers hoping to affect purchase intent. Mandarin-language digital ad in the baggage reclaim
Two major trends have caused this transformation. area. Advertisers can update their creative at the push
First, the cost of flying has significantly reduced of a button depending on all manner of factors, from
over the past 20 years, meaning business travellers local traffic issues to weather conditions.
are less likely to be CEO or MD-level, middle-aged The banking and insurance companies most
white men. The other major shift, of course, is the prevalent on airport poster sites before the financial
proliferation of mobile devices. In short, travellers are crisis in 2008 have been replaced by mixture of luxury
younger, more diverse and infinitely more connected. brands – Estée Lauder is Heathrow Airport’s biggest
This has meant a rapid evolution in the methods consumer advertiser – as well as technology firms such
used by advertisers to reach travellers. Take outdoor as Microsoft. Some financial services are returning to
24 M&M GLOBAL INTERNATIONAL MEDIA 2017 M&M GLOBAL INTERNATIONAL MEDIA 2017 25You can also read
