The Agency Compensation Problem: There’s no shortage of theories about what ails the ad agency business. John Winsor, the former Crispin + Porter Bogusky executive who left to start crowdsourced shop Victor & Spoils, thinks it’s simple: bad economic incentives. Winsor believes clients aren’t getting the work they’re paying for because agencies make money based on the more bodies thrown at a project and the longer it takes. V&S opts for a fixed cost. Would this work for the large, complex relationships many agencies have?
The “Lazy” GRP: Not everyone is enamored by the Web’s moves to institute a version of TV’s reigning gross-ratings point-measurement standard. Mediakitchen’s Barry Lowenthal goes so far as to call it lazy. The issue is how far the Web will go to get a piece of TV budgets. The truth is, as any reporter covering the space will tell you, most TV buyers don’t understand the rudimentary realities of online advertising. Will they change or will the digital industry change? The money up until now has been on the former, but it looks like as time passes many are willing to throw in the towel.
Beyond the Click: Speaking of measurement, Media6Degrees CEO Tom Phillips is as frustrated as anyone by the adherence to the last-click standard. Like many ad sellers, he thinks the primacy of the click gives short shrift to the effectiveness of banners. But now Phillips has some data to back this up. One of Media6’s scientists came up with a methodology for examining ad effectiveness and tested it on 30 campaigns. It found, no surprise, all but one of the campaigns worked in driving more site visits. Figuring out the attribution puzzle will take more than one network applying a new methodology, but it’s good that the industry is starting to take the issue seriously.
Member ExclusiveMedia Briefing: A timeline of media unions’ actions this quarter
Media unions are working to get contracts signed by the end of the year, and are using strikes, pickets and rallies to try and accomplish those goals.
BuzzFeed, Hearst, other publishers, replace lavish holiday parties with more subdued celebrations
BDG, BuzzFeed, Hearst and The Washington Post will host in-person holiday parties this year, though they will not be the stereotypical soirées.
Member ExclusiveMedia Buying Briefing: The latest media agency estimates for 2023 revenue are out and they remain, well, upbeat
Two holding company media agency analysts continue to hold a more positive, if slightly tempered outlook on 2023 given strong results for 2022.
SponsoredHow Comscore is simplifying pre- and post-campaign measurement for advertisers
Produced in partnership with Marketecture The following article provides highlights from an interview between Greg Dale, Comscore’s general manager of digital, and Mike Shields, co-founder of Marketecture. Register for free to watch more of the discussion and learn how advanced advertising measurement is providing advertisers access to the deep data they need across all platforms. […]
The case for and against publishers continuing holiday-specific commerce coverage post-Black Friday weekend
Black Friday is over but publishers are up in the air about whether or not to continue covering holiday sales in the lead up to the holidays.
Why PMG’s Nike win doesn’t seem all that unusual for the indie media agency
The Texas-based independent agency continues to grow its roster of clients after landing Nike's media AOR business for North America.