Only 27% of global advertisers believe their current pay structure with media agencies is fit for the future. This indicates significant dissatisfaction and a desire for change in the industry's approach to compensation.
The survey indicates that 74% of advertisers are changing their media remuneration models to align compensation with business performance. This move points towards a more integrated and strategic partnership between advertisers and agencies.
While traditional pay models are still popular, 61% of advertisers expect to increase their payments to agencies within three years. This underscores a shift towards valuing agency contributions beyond just cost.
AI is seen as a transformative force in the industry, with 58% of brands planning to leverage it in their media strategies. However, they also acknowledge the complexity it adds to agency compensation.
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