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Managing Controllable Spending
The ANA recently released the results of its sixth annual spending survey of 250 marketers regarding their 2012 budgets. Not surprisingly, budgets are not going up much, if at all. In fact, half of...
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Agency Agreements Require Adequate Audit Rights
Advertising Audit is an important financial control process – not an optional luxury. Any large company conducting business with an advertising agency or media buying firm without comprehensive Audit...
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Transparency is the Key to Agency Financial Accountability
A job estimate is generated. A purchase order is issued. An invoice based upon the estimated job cost is generated by the agency and sent to the client. This part of the advertiser/ advertising...
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Are Advertisers Willing to Forgo Effectiveness for Efficiency?
It was with great interest that I read Advertising Age’s article on 2013’s record setting ad spending levels for the “Top 100” advertisers. Ironically, it wasn’t the total spending level of $108.6...
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Advertisers, Did You Get What You Paid For?
Given the complexity and opacity of the advertising ecosystem, at least from a billing and reconciliation perspective, it can be very difficult for an advertiser to assess if their organization...
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Does Anyone Really Want Advertisers to Solve the Attribution Dilemma?
It has been decades since the concept of Marketing Mix Modeling (MMM), the forerunner to Attribution Modeling, was introduced. The concept was relatively straightforward, marketers would apply...
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Economic Growth Projections Raise Concerns for Ad Industry
Advertising agencies are finding that organic growth will be a difficult objective to achieve in the near-term. One contributing factor comes in the form of marketing spending constraints on the part...
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Agency Compensation: The “More for Less” Trap
For many marketers, cutting agency fees is an obvious target when it comes to meeting budget reduction goals. The reasons are understandable given the need to balance achieving in-market results and...
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Adjusting Marketing Budgets is Multi-Dimensional
As we began 2020 no one could have predicted the level of upheaval the economy would experience as a result of the COVID-19 pandemic. The changes forced on businesses as a result of government mandated...
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4 Quick Steps to Boost Marketing Efficiency… Now
Driving performance, improving efficiency and boosting working dollars are three primary focus areas of marketers the world over. COVID-19 and the related budgetary pressures aside, this has been a...
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