A new way to purchase offline media, the difference being that as the exact impact of a particular advertisement (DRTV or press) or insert can be tracked, the charity only pays for the number of donors signed up as a direct result of the marketing.
Payment By Results LLP is a new company, formed as a result of an exclusive agreement between a direct marketing agency and an advertising software development company.
It offers media deals across all TV and print media based on payment by results (PBR) only, instead of the traditional method of paying for the advertising space as a cost per thousand regardless of performance.
This payment method is possible due to a software programme called TRACQTM, developed by Payment By Results LLP Mike Croft. The software has been used for over five years and all major media names (including ITV, SKY, Associated News) have endorsed its use in PBR media deals.
Media firms’ openness to PBR has come about because of a surplus of ad space available in traditional media, as a significant proportion of advertising
has moved online or face to face.
Payment By Results LLP state that they expect PBR ultimately to become the way in which direct response media space is purchased in the future.
Payment By Results pledges to:
- Obtain donors for a fixed price per donor at a lower or equivalent cost than that currently paid.
- Ultimately remove marketing risk.
- Lower the cost of acquiring donors (per donor cost).
- Media costs and Payment by Results LLP's costs are included in per donor price.
