According to today’s Wall Street Journal, “Two venture-capital firms are investing a total of $47.5 million for more than 50% of IAG Research, a firm that measures viewers’ response to TV ads and product placements.”
I’ve said it before and I’ll say it again. Radio’s days of running ads with no accountability are numbered. Say goodbye to “Getting your name out there.” Say hello to pay per inquiry. People may disagree with certain advertisers that cannot find adequate tracking systems (ie. Pepsi). But with most advertisers, online pay per click search has changed everything and accountability is king. The wise content provider will learn to sell less “branding campaigns” which produce unquantifiable results. Instead, they will be well suited to teach their sales staff to be marketers. Then the results will speak for themselves, and the results will produce greater revenue for the content provider, because they will finally be rewarded fairly for over-delivering. Does that make you scared or excited?
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