Wild, wild west

This article discusses some of the findings of the ANA Interactive Agency Compensation Study. This research was based on a survey of more than 100 ANA members who collectively spend in excess of $100 billion on advertising in the U.S., and aimed to demonstrate how these companies work with, compensate, and engage with interactive agencies.

Wild, wild west

Louise Flaig

Interactive technology seems to change with each passing day. Users have gone from simply reading newspaper content online to watching streaming video to interacting in virtual communities to having news and weather alerts sent directly to their mobile devices.

Not surprisingly, these changes have resulted in myriad new advertising opportunities and a steady diet of work for agencies focused on guiding advertisers through the wired and wireless marketing landscape. But interactive marketing is an area of agency-client relations that's still in its infancy, notes Mary Conrad, the general manager of the Chicago office of Jones...

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