ADWEEK’s Post

You hear about them a lot lately, but what are “premium publishers” exactly? 🤔 Our latest article unpacks: 📰 how to identify premium publishers 🍪🚫 why they’re especially attractive in the post-cookie landscape 💰 how your brand can get the most from the budget you commit to advertising with them Read it here ➡️ https://lnkd.in/eGYfTpDK

Paying a % of ad spend to your agency may sound like a great idea... . . . in 2015! Agencies need to stop penalizing their clients for scaling ad spend. Let's be honest, it doesn't take much to increase spend from $100k to $200k for a campaign that is doing well. So why do you increase agency fees from $10k to $20k (Assuming 10%) for minimal work? Be a true partner, be honest with your clients. There's a better way in a agency-brand partnership!

Great article … the truth is telling. Demanding lower media costs from a media buying agency through a pitch doesn’t work. Imagine asking a travel agency to GUARANTEE lower prices for flights and accommodation than other agencies? OR a real estate agency to PROMISE lower property prices than all competitors. OR a recruitment agency COMMITTING IN WRITING to provide candidates with lower salaries. Media agencies this shows can’t guarantee pricing because they don’t control pricing. Media sellers, market demand, audiences, timing and the quality of what you buy dictate the cost. So what’s happening according to the experts are that the major agencies are making false promises and hope they can get out on a technicality or that a client won’t want to embarrassingly admit they made a wrong decision. Who would want an agency partner that starts the relationship with a lie?

💡 Did you know that only 1/3 of Performance Related Fee (PRF) schemes in media agency contracts are truly effective? Don't settle for mediocre results. Learn how to design a PRF model that rewards exceptional performance and boosts your advertising ROI in our latest article. We share the secrets to creating a win-win partnership with your media agency that drives innovation, transparency, and shared success. #advertising #media #mediaagency #abintus #prf https://lnkd.in/erNwWif6

Faris Yakob beautifully addresses an issue we've been beating the drum about: principal based media buying by agencies. I LOVE this quote: "An agency cannot be a principal, as a matter of principle. " Take a look. It's a fabulous read. A hearty "thanks" to WARC and Faris. Mercer Island Group recommendations to clients: 1. Decide how to prioritize transparency and trust versus perceived cost per point, because... 2. Principal based buying interrupts the ability to model what you've bought, and as video becomes more and more addressable this challenge will only increase (I'm happy to explain why) 3. Make sure your media agency contract is up to snuff. If it is more than 2 years old AND was not created by a media agency contract specialist, it's likely flawed and provides insufficient protections. Beware of using the media agency's contract. We can advise you as a subject matter expert AND refer extraordinary yet cost effective attorneys that are true experts in the space. 4. Recognize that you can work with a major media agency and still not engage in a major agency's principal buying program. Make sure you are carefully comparing offerings and making a holistic agency decision (transparency, talent, cost, effectiveness, chemistry, etc.). Make sure you are getting the level of transparency and contractual protections that you need. 5. Recognize that not all major media agencies have the same approaches to special media pricing. Check to see if you get access to the actual price paid for to the media publisher for media placements. You'll need that for modeling. And we're always happy to answer questions and help. It's complicated out there... #4AS #marketers Barkley Rodney Clark Doug Bowser Olivia Morley Jameson Fleming Ewan Larkin Brian Bonilla Jillian Zech

We believe the principle approach causes doubt and mistrust in media with clients. The doubt restricts media investment as this arrangement benefits only the agency. It extracts value from the real media owner and muddies the ROI for clients on campaigns. That’s why we operate in a fully transparent model exposing all fees and media costs and charge for work the old fashioned way. A great look at this important issue from Ad Age. https://lnkd.in/gpk99mbY

Explore what questions to ask and why they matter in selecting a third-party digital partner. #thirdpartydigital #localadvertising #digitaladvertising https://ow.ly/I7p250QQwhB

What are the hidden costs of inefficiency in advertising agencies? The short answer: More than you'd think. Inefficient processes and operations can take a toll on your employees, your client relationships, and ultimately, your ROI. https://ow.ly/wGMA50S2k3M

The April edition of Fox Tales includes some extremely valuable content for advertising industry professionals: Example: Check out this month's "Five Questions" featuring Nick Pataro of AdOrbit discussing the dynamic world of CRMs: "Over the past year, publishers have had a greater need for an order-management module that can keep up with the changing industry and products they want to offer. With live-inventory reporting, automated ad-server handoffs, and material collection, we can work with a wide range of media types and help the team keep their sanity." https://lnkd.in/gbU7cE-N

What are the hidden costs of inefficiency in advertising agencies? The short answer: More than you'd think. Inefficient processes and operations can take a toll on your employees, your client relationships, and ultimately, your ROI. https://ow.ly/wGMA50S2k3M