Media Buying Briefing: How ‘outcomes’ has become the latest term to be overused
After throwing around transformation for the last few years, holdcos are now obsessed with delivering outcomes — but it's not as easy as they make it sound.
In the world of media buying, the term "outcome" has become a buzzword that many holding companies, such as Publicis, Omnicom, WPP, Havas, Stagwell, S4 Capital, and Dentsu, have adopted as their ultimate mission to serve clients. However, the process of determining what constitutes an "outcome" is complex and challenging. While some agencies, like Dentsu and WPP, have embraced the concept of outcomes, others, like Stagwell and S4 Capital, face more challenges due to their transformation journeys.
The complexity of outcomes lies in the fact that they are influenced by a multitude of external factors, making it difficult for agencies to fully take credit for them. Despite these challenges, holdcos believe that embracing outcomes will help them stay competitive in an industry that is rapidly evolving, with the emergence of AI and other technologies.
The challenge remains in figuring out how to effectively deliver measurable business impact with outcomes.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
