ANA study finds half of marketers plan to restructure digital agency compensation

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New York—Half the marketers surveyed by the Association of National Advertisers said they plan to adjust compensation to digital agencies this year, according to the ANA's “Trends in Digital Agency Compensation” report. The study was based on an online survey of 68 client-side marketers conducted in the first quarter. It found that 43% adjusted their digital agency compensation agreements last year, while 50% said they will adjust compensation agreements this year. Of those adjusting their digital agency compensation agreements last year, 73% said they restructured or reduced fees paid. Also, 23% of marketers said they restructured performance incentives in the past year, while 29% said they plan to change such incentives this year. The dominant method used to compensate digital agencies was a combination of an annual retainer fee and individual project payments, with 66% of marketers using this structure. The study also found that 44% of marketers use five or more digital agencies. More information is available at the ANA's website.
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