When it comes to how agencies are compensated, digital shops haven’t always been treated like traditional shops. Retainers and performance incentives? Maybe, but project fees have been far more common.
That may be changing according to a study conducted by the Association of National Advertisers (ANA), which found that the number of digital agencies being compensated with a combination of project fees and retainers jumped to two-thirds last year, up from just 37% in 2009.
Also on the increase: performance bonuses. Nearly quarter of those
surveyed changed these last year, and nearly 30% plan to do this year.