An article in the wsj from the 5th of february.
http://online.wsj.com/article/SB123379182761749823.html#articleTabs%3Darticle
The
‘performance-driven
advertising’ is yet another, a bit
nicer (maybe), name for what internet
advertising is and should be all about:
Measurability
and accountability – which are the core
merits.
We can either call them
‘performance-driven’, ‘result-based’
or even ‘pay for performance’ online advertising – they all reflect the same old
idea and understanding which are being used by some of us for several years
now.
Eventually, sometimes you need to go through tough times in
order to inherit concepts that should have been inherited already - like this
one.
Treating internet
advertising, as TV or news paper
advertising is just missing on one of the net's biggest advantages measurability
and accountability.
I am sure we will all
get out of these times stronger and smarter about our businesses - especially if
these businesses are online.
