A new survey from the Association of National Advertisers looks at changes in digital-agency compensation.
A retainer plus project fees is now the predominant form of digital agency pay, with 66% of marketers using that approach in 2011, up from only 37% in 2009.
The survey also found a growing number of marketers using a larger number of shops. This year, 44% reported using five or more digital agencies, up from 39% in 2009 and 23% in 2007.
In my opinion, a retainer is the perfect form of compensation when you’re dealing with media that’s always on. There has to be a base level of service just to keep it all on and working as planned.