Feb
22
Horizon Media aims for more than half its ad deals to be guaranteed on business outcomes in next five years
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Horizon Media is aiming for more than half of its ad deals to be guaranteed on actual business outcomes, rather than the standard age and gender demographics, within the next three to five years.
To this end, Horizon is introducing a new agency, Big, that will operate under a 100 percent performance-based model, says Horizon CEO Bill Koenigsberg. This means Horizon will only get paid if it’s media deals effect business outcomes, like driving website traffic or test drives of a car.
“We want to change the currency of the entire marketplace to business outcomes,” Koenigsberg says.
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