This long-awaited, expected push from the client-side highlights the current need for far greater accountability from agencies and the way in which they plan and buy media.
There is a new nervousness around decision making, both on client and agency side, and those holding the reigns are increasingly wary of committing their marketing budgets to campaigns that are unaccountable and hard to measure.
Many clients are shying away from digital custom-type offers -- and while audience engagement was once sufficient, it is now increasingly regarded as a luxury to be paying for a destination in the hopes that the audience will simply show up.
This is where the good news comes in: this need for improved ROI and more accountability presents a unique opportunity to savvy marketers to persuade clients and brands to shift their budgets online.
Clients across a wide spectrum of industries are starting to make significant investments in their website development.
By creating virtual destinations and shop windows for their customers, they can more effectively leverage customer behaviour.
The next step logical step is to drive traffic and keep people coming back and buying -- but at a minimal cost.
This is where networks can add real value.
There has long been a perception that networks equal pure performance. While networks are naturally able to focus on tight performance metrics, they are also able to offer cost effective measures across display, video, email, mobile and content.
Advancements with ad serving and targeting technologies also allow networks to meet a number of requirements within a single media plan. For companies like Adconion, which offers global sales teams, marketers can deliver multiple objectives across multiple markets through a single point of contact.
When it comes to demonstrating media and business efficiencies to clients, there cannot be a stronger example than that of a cross platform network.
There are many networks available to choose from -- and admittedly, some advertisers have been burnt by the less scrupulous.
Stronger IASH regulations and better informed marketers mean that the next year or two will prove an opportunity for high touch networks and growth companies to demonstrate their worth.
By the time the clouds disperse, we will likely see a consolidation of those left standing in the arena.
Some of the larger, more competitive networks have already begun to evolve their offering.
At Adconion, we are increasingly moving into video and content syndication and expect to play an increasing role in enabling clients to create and distribute video content.
This in turn will permit clients to maximise their investment in their online properties, and truly ensure a positive ROI on their marketing budgets.
So how do we turn this financial negative into positive?
- As a first step, approach media owners and suppliers with your challenges.We are here to help our partners and clients make money -- and it's in our best interests to create an environment for success
- Having done so, work the ideas and findings into your creatives. Prior planning and thinking about joint objectives will align creative costs and allow for impact, as well as results
- Finally, be bold. Combining strong branding with performance metrics means accountability now and an investment in the future
The current economic climate therefore offers marketers a unique opportunity to bring about an accelerated change in the industry.
Of course, the question remains of whether things will return to the status quo once the economy stabilises.
Will we see online slowing down and traditional media back on the rise?
Probably not -- the economic catalyst means that we are now seeing a marked shift in consumer habits and consumption, and the so-called clever money is looking for ROI more than ever before.
Dan Ginns, EMEA sales director, .