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Agency Agenda

Published by: Jupiter Research Corporation

Published: Sep. 20, 2007


Table of Contents


    1 - Executive Summary
    2 - Landscape - Online Advertisers Use Agencies for Diverse Reasons
    3 - Outlook - Online Advertisers Will Demand More from Agencies in Near Term
    4 - Mandate - Agencies Must Improve Measurement and ROI to Retain Advertisers
    5 - Case Study - GSD&M Uses Targeted Messages Across Media to Drive Customers into Chili's Restaurants
    6 - Case Study - Range Online Media Optimizes Across Tactics to Gain Customers for Reliant Energy
    7 - Report Methodology

Abstract

Online advertising is becoming increasingly complex to execute and manage. Advertisers are therefore turning to agencies to provide efficient execution, and expect measurable results.

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