Advertising hasn’t really slowed down. What has changed, though, is that advertisers are expecting more in terms of accountability. They are more attuned to metrics vsersus pure buzz factor.
CPA or Cost Per Action is leading the way in guaranteeing ROI for advertisers. At Hydra, where I do some consulting work, we have seen that when clients only pay for performance (guaranteed ROI) they are in fact willing to spend.
ABOUT THE AUTHOR
James was the editor and publisher of SmartCompany and LeadingCompany for five years. He is now the Australian Financial Review's companies & markets editor, and a former BRW editor.
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