On August 19, 2009
What Ad Spending Green Shoots Will Look Like
Advertising-dependent media could have to wait another year before seeing signs of an economic turnaround. CBS CEO Les Moonves’ recent elation about a recovering TV advertising market — “[T]he money is going to start coming in…” — could be premature. Here are some of the green shoots that could signal an end to the advertising recession and the start of a recovery: More advertisers will join Coca-Cola and Procter & Gamble in making pay-for-performance the new default standard — not just an option — as they expand to more measurable, accountable interactive platforms. P&G recently moved GreyGlobal Group from billable hours to a value-based compensation involving an upfront fee and add-on payments for sales and market share gains. This is…
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