"Coke, HUL Moving To Pay-For-Performance Advertising"
http://in.reuters.com/article/paidmediaAtoms/idIN16055381620090721
Cool! Finally the advertisers are getting real and soon the competition might too!!
Would love to see the creative folks of TV and print who move around in shorts and pony tails (confession: I was like that long time ago) turn to words like ROI, sales impact, revenue share, variable payments!!
While people should not stop making coooool ads, it takes a leap of faith to realize (based on hard data) that a pure text ad can generate a higher response than a neat looking image with a celebrity.
About time that advertisers and advertising agencies (and production houses and directors and cameramen) start looking at data. Else of course they are welcome to create pieces for museums and personal collections (another confession: as I will do at some point in time :-))
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