With media budgets pushed as high as they can go in a down economy, some big-name brands are demanding accountability from Advertising Agencies.
No one will question the necessity for top-notch advertising ageny talent, but the effectiveness of the ads produced are open for debate.
Coca-Cola has taken the initiative to pay based on the value gained from advertising, as revealed by an article in Advertising Age - (Coke Pushes Pay-for-Performance Model)
They are offering a high rate of compensation if top-target markets are reached.
This is an interesting move that was not possible prior to the Internet. Now as media is more easily measured, ad agencies and brands are marching lock-step in their marketing efforts. This partnered effort allows the agency to deliver its value and it also allows for the Brand to make mid-message course corrections if the desired results are not met.
Didgebridge has made new inroads in making the information available to determine advertising effectiveness in real-time. This gives a new level of responsive to advertisers which ultimately results in losing less money and helping to ensure that every marketing effort has its effectiveness maximized.