Evaluating Agency Performance: Digital Misses Out

Marketers are less likely to formally evaluate the performance of digital agencies than traditional shops, according to a survey of Association of National Advertisers members.

Of 117 marketers who completed ANA’s survey, 76 percent said they regularly conduct formal performance evaluations of traditional creative ad agencies and 68 percent said they do so for traditional media ad agencies.

Only 47 percent said they conduct these reviews for digital agencies.

The survey, discussed at today’s ANA Agency/Client Forum, did not address the disparity.

When the marketers were asked their reasons for not conducting performance evaluations, 38 percent said the amount of spending was too small; 33 percent didn’t get around to it, and 33 percent said they were too busy.

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