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Advertising Nirvana Does Exist, But Not As We Know It! New independent survey report into role of advertising shows rising demand for new ways of delivering proof of ROI LONDON, UK – 1 May 2003 – Ultimate advertising 'Nirvana' is not about winning awards, audience reach and brand identity. What marketers want most from their advertising is hard sales and hard proof. This is the message from marketing professionals responsible for major advertising budgets in UK plc, providing compelling reasons for wider-spread deployment of true pay-for-performance marketing solutions. This follows new independent market research by VAR International sponsored by Commission Junction. According to the survey, it seems 'intangibility' and 'a degree of wastage' are currently accepted as unavoidable facts of marketing life, with advertisers and agencies both acknowledging that a lack of sales accountability is inherent in their ad campaigns. This state of affairs was highlighted by the fact that nearly 8 out of 10 advertisers expected advertising to contribute to sales, but only indirectly, and as a 'matter of faith'. Strong interest was shown in trying out any new means of performance-linked advertising if these really could be measured directly against sales conversion. The survey showed new forms of pay-for-performance online advertising channels could offer the potential for delivering such low risk, high reward solutions. While there are already various forms of Internet-based advertising available, including those online solutions offering some means of performance measurement such as 'cost-per-click', the emergence of true 'pay-by-sales performance' was welcomed by advertisers and agencies alike with many saying it should be 'seriously considered'. Although they could not foresee abandoning traditional advertising channels altogether, more than 8 in 10 were positive towards the proposition that a 'no sale no pay' online marketing strategy could change the focus of their advertising. Even based on initial exposure to the concept details, 1 in 5 advertisers surveyed would want to include it in their budgets. There were comments made that this could strengthen the role of marketing in their company, but before committing, both advertisers (43%) and agencies (40%) called for proof of concept. On the basis that more than 1 in 2 of the advertisers questioned used the services of professional advertising agencies, the momentum behind pay-for-performance was strengthened further with more than 9 in 10 agencies signalling a positive reaction towards it. In fact, nearly half (44%) of agencies said they had already included pay-for-performance in their recommendations. However, they were split 56%:44% on whether or not hard sales from advertising was a major challenge to deliver on. Commenting on the findings of the survey, Nicky Iapino, managing director, UK and Ireland for Commission Junction said, "Clearly, to achieve ultimate advertising nirvana, more widespread understanding and adoption of true pay-for-performance marketing solutions is required. Although we were not especially surprised to uncover the current 'matter of faith' link between advertising and sales, we are very encouraged by the desire of more advertisers and agencies to try new, more accountable and cost-effective approaches to advertising. The proof they require can be seen in the growing number of UK organisations that are now already benefiting from our own range of pay-for-performance products and services." Added Iapino, "Marketers are under growing pressure to make budgets go further and do more for less. No matter how creative and award-winning a campaign may be, commercial reality dictates that tangible and measurable ROI must be at the top of the list. No wonder marketers are showing such interest in finding the missing link for directly correlating advertising spend to hard sales." The survey was commissioned by Commission Junction Inc., as part of its Missing Link campaign which is designed to inform and educate advertisers about new pay-for-performance marketing strategies. Note to editors - a copy of the full survey report is available on request. The Research Survey: Decision makers on advertising in 100 companies and 25 advertising agencies in the UK were interviewed during Spring 2003 by VAR International Ltd, an independent marketing research agency. The survey was conducted according to The Market Research Society Code of Conduct. VAR International declares that the survey was designed to be impartial in receiving views from respondents and conducted according to its ISO 9001 and BS 7911 procedures. About Commission Junction Commission Junction, a leader in pay-for-performance marketing, delivers advanced solutions that facilitate strategic online relationships between advertisers and publishers, driving accountable results for each client. By publishing performance metrics on advertisers, publishers, and ads within its network and leveraging its own expertise in online marketing through service, education and promotion, Commission Junction creates an open marketplace of low risk and high reward for its clients. The company serves billions of impressions monthly, ranking it among the largest ad networks in the world. Clients include leading online marketers eBay, Expedia, Marbles, Marks & Spencer, MFI, and Argos Additions. Commission Junction is headquartered in Santa Barbara, CA., with offices in San Francisco, New York and London. For additional information, visit www.cj.com/uk or call + 44 (0)207 025 8031. |
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