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Transparency” was voted the “word of the year” for 2016 by members of the Association of National Advertisers.
The finding, which is the third consecutive year the ANA has polled its members to name a single, defining word representing the industry zeitgeist for a year, follows “content marketing” in 2015 and “programmatic” in 2014.
The selection of “transparency” should not be a surprise, given the amount of action and discussion surrounding the subject in 2016, including the ANA’s release of a landmark transparency study conducted by K2 Intelligence, as well as its own set of recommendations and some pushback by its agency counterpart, the American Association of Advertising Agencies.
Transparency has also been a central topic during numerous other industry developments, panel discussions and publications, including how it relates to everything from advertising and media-buying fraud to the Presidential election....
There's quite an irony in the choice of "transparency" as the word of the year.