Jupiter Media Metrix has found that advertisers are very sceptical about forming long-term relationships with agencies for interactive marketing. According to a new report, released today, 37% of advertisers prefer to compensate agencies on a per-project basis, whilst 23% favour paying a straight retainer.
Although 34% of advertisers believe their agency relationship will improve as those agencies enhance their service offerings, the remaining 66% are less than convinced.
According to a November 2001 Jupiter Executive Survey, 21% of advertisers are unsure how their agency relationship will evolve; 27% want to bring services in-house and 18% feel their agency relationship is ‘transient’ – based on cost rather than quality of service, according to Jupiter.