Advertisers don’t just want cheaper ad rates – they will increasingly search for more insight in to how their spend is really working, predicts one ad agency exec.

“Client transparency is certainly going to be a big hot topic,” according to Zenith US CEO Dave Penski. “Are they getting what they’ve been promised?

“Driving down costs is really important – but (advertisers will ask) ‘what are we actually getting?’ Before, they would test (campaign performance) assumed (any failure) was a creative issue. We’ll see a swing back toward transparency.”

We spoke with him as part of our series, “The Road to Cannes.”