The 2016 Media Transparency Survey is the first in a series of seven ID Comms investigations into the major drivers of media performance.
ID Comms conducted this research between 24th February and 4th March 2016, and received 140 responses. The respondents comprised Marketing, Media and Procurement specialists with a range of global, regional and local market responsibilities – two-thirds were Europe-based, and a quarter were from the U.S.
Client-side respondents represented brands with a total, global advertising spend of approximately $20bn. Media agency participants came from all six major holding groups, as well as key independent media agencies from both the U.S. and Europe.
Results from the survey were reported in The Internationalist, Campaign, AdWeek, Marketing Week, Warc, Drum, MediaPost, and More About Advertising
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