advertiser client

Doubleclick had more than 5,000 advertiser clients in the second quarter of this year, up from 3,100 in the same period a year ago, according to company-released statistics.

THE consulting firm of Canter, Achenbaum & Associates, whose functions include leading agency searches for advertiser clients, gets mixed reviews from some agencies it has worked with.

Some of the agencies that negotiate for advertiser clients in the upfront market, which are balking on paying more for commercial time than last spring, represent a preponderance of packaged-goods marketers.

By this week in 1999 and 2000, the process to determine prices for 30-second spots in prime-time programs had pretty much been completed, with agencies agreeing to pay record rates on behalf of their advertiser clients.

And they are still fighting to convince advertiser clients that their work can be beneficial enough that they should not be treated like vendors or suppliers, subject to the vagaries of the procurement process.

Survey Shows Dissatisfaction Over Advertising The results of a widely followed annual survey show that many aspects of the relationships between agencies and their advertiser clients continue to be rated at or near historic lows.

If nothing else, Christopher Whittle's bold and brazen move to stake out doctors' offices as a private turf for his advertiser clients has made the rest of the publishing industry aware of the potential of patient waiting rooms as a marketplace.

The findings are indicative of the changes remaking Madison Avenue as advertiser clients rethink the way they do business as they grow larger, operate in more countries and seek to draw the attention of consumers who are becoming increasingly wary of and jaded about standard sales pitches.

The best guesses so far from analysts and executives on both sides of the upfront bargaining are that agencies will agree to spend on behalf of their advertiser clients about 3 percent to 6 percent more in the coming prime-time TV season than was sold ahead of time for the 2001-2002 season.