The Association of National Advertisers and 4A's teamed on a collaborative project and report to explain the current compensation models used by agencies and clients, breaking them down into three types based on outputs, inputs and performance. "[T]he purpose of this paper is to lay out the options that are available now, and to get more marketers and agencies involved in how agency compensation evolves going forward," said Bill Duggan, group executive vice president at the ANA.

Generation Z is turning to social media for quick, relatable answers instead of relying solely on Google. This trend poses challenges for Google, an ad-driven company, as evidenced by a YPulse study that shows less than half of 18-to-24-year-olds start their search on Google, with 21% starting searches on TikTok and 5% on YouTube.

At Adweek's Social Media Week, experts discussed frustration with Instagram's reduced reach for creators despite following platform suggestions and the possibility of Threads plateauing. Other discussion noted emerging platforms like Spill, the role of social platform X and building community on niche platforms such as Substack, Discord and Facebook groups.

Offering rewards and loyalty programs to encourage repeat business can be less expensive than looking for new customers, writes Zain Jaffer, founder and president of Zain Ventures. "Understand your customer before you select a gift or reward so you do not destroy the goodwill they already feel toward your brand," Jaffer writes.

TelevisaUnivision is adding a new ad product that features vertical video to its streaming content, similar to social videos on TikTok, Instagram and YouTube. Dan Riess, executive vice president and chief growth officer at TelevisaUnivison, says the format is ideal for reaching young Hispanic consumers.

Greenwashing is advertising that carries misleading environmental claims, and it is a serious issue. An issue that could damage public trust in the genuine sustainable claims that brands make. It is essential that, as an industry, we promote our clients in totally open, honest and transparent ways so that we can preserve the public’s trust in our work. Greenwashing not only erodes trust towards advertising (thus, reducing overall advertising effectiveness) but could even discourage companies from promoting their green initiatives, in fear of being labeled “greenwashers.” This is a topic that we need to get right. Keep reading.

It’s time to take partnership with procurement to the next level in your organization. At the 2024 ANA Advertising Financial Management Conference, Julia Fedor, director of advertising and social media operations at United Airlines will discuss how she integrates her procurement colleagues into the campaign process to strengthen relationships, build trust, grow their industry knowledge, and drive growth. There’s less than a month left to register for the only event that connects client-side marketing procurement and financial professionals with advertising agency chief financial and revenue officers. Marketing procurement and finance leaders at Nissan, Benjamin Moore, Bayer, OLIVER, Haleon, BBDO Worldwide, Cortex Media, Boehringer Ingelheim, FIG, LEGO, Hanson Dodge, OMD Worldwide and Dell will give you the tools to add greater value to your organization. Join hundreds of your peers May 5–8 in Orlando, Fla. and save if you reserve your room at the JW Marriott Orlando, Grande Lakes before April 12. Or register to attend virtually.