NONE: Re: ONLINE-ADS>> Media Buying Service
Re: ONLINE-ADS>> Media Buying Service
S. Alles (allmedia_at_cris.com)
Tue, 1 Apr 1997 12:17:39 -0500 (EST)
Referring to previous eloquence on online-ads:
>D. Everson:
>Should a media buying service also sell inventory and represent advertisers
sites?
>
>Jane Richardson:
>A buyer must always be impartial and select the media that best fits the
clients needs.
>
Kim M. Bayne:
>I've often heard that the seemingly innocent agency commission could be
>interpreted as a bribe. And now, with the addition of Internet media, the
>lines of distinction between the impartiality and payoff are becoming
>blurred once again. This means that many people do not see the dividing
line between >Church and State.
Certainly agree with Jane's point on the need for media buyer impartiality
and Kim's on the increased blurring of lines.
The media buyer represents the advertiser. Their driving force should be
achieving the advertiser's campaign objectives. The buy process includes
requesting submissions from any and all logical media-site options...no
matter whether they part of a network, represented by an independent sales
organization, or repped in-house.
Besides narrowing down candidates to determine the best *individual* media
sites for a campaign, the media buyer's job is broader. They need to put
together the optimum *combination* of sites for accomplishing the
advertising goals.
There's an absolute conflict of interest when a company "double dips" and
receives compensation from both the media site and the advertiser. That's
one of the reasons why, today, agency or buying service compensation is more
likely to be fee or performanced based (rather than commission).
Nothing illustrates the conflict of interest better than the
rate-negotiation portion of the buy/sell process. To do their individual
jobs right, the media buyer should be trying to get the lowest possible
rates for their client. And of course, the seller is supposed to do the
opposite...get the highest possible for their client-sites.
Sylvia Alles
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AMS Advertising Media Planning/Buying/Consulting
allmedia_at_cris.com
http://www.cris.com/~Allmedia
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