Talk about bizarre shifts in the universe — Is it just me or does this headline make no sense in today’s business environment?
Ad Execs: ‘Results’ No Longer Top Factor Driving Media Buys
In what appears to be a significant shift in the criteria they use for valuing the media companies they do business with, ad executives say the ability of a media supplier to generate “ad results” is no longer the most important factor for getting on a media plan. Other factors, including “aggressive rate deals,” are now considered marginally more important factors.
Isn’t it surpremely ironic that after years of preaching to PR people about measuring real outcomes, just as they are starting to really embrace the notion they can and should measure results, their advertising counterparts, who control most of the money, have decided that actual results aren’t worth counting? It does make you wonder what IS worth counting. If what the Ad Execs are looking for is “deals” — why not just go to talk to your PR department?