Re: ONLINE-ADS>> "Media Buyers" NOT "publishers' advertising...

Steven Heath (Steven_Heath_at_grey.net)
Fri, 3 Jan 1997 09:53:04 -0700

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: rburwell_at_lungusa.org: "ONLINE-ADS>> Call for Action: Vendors, Please Create a PSA Banner"
• Previous message: Rose Bowen: "Re: ONLINE-ADS>> Places to Advertise"

Some very good points from "Mark J. Welch, Esq." deleted.

> Arguably, every "advertising agency" is a media buying service, since the
> function of an ad agency is to represent the advertiser (not the
> publisher or media site). Unfortunately, most ad agencies have a very
> limited grasp of the internet as an advertising media.

Mark has hit this right on the head. For years agencies have been the place
to "go" for media recommendations and placement for medium to large
companies. They perform the role as the "expert" in the various media
types and attempt to determine the best mix and actual placement of the ad(s).

Now, the Internet and the web is just another type of media, most, if not
all, the marketing/advertsing rules apply just as with other media types.
The difference between the web and TV is the same as difference between
radio and TV. Once people learn to understand the media the "mystery" is
removed.

The problem is most agencies could not recommend or place interactive
media plans to save themselves. However, most does not mean all. Grey
Communications (my parent company) and Young & Rubicam have received
recognition on their ability to serve clients in this "new media". They
have done this by either forming new companies, i.e. GreyInteractive, or
internally, i.e. Y&R.

Also, many small "shops" have been formed over the last 18 months to serve
this gap in the market place. However, finding one that meets your needs
and your budget can be very difficult.

Only time will tell if the mainstream ad agencies will serve as
interactive media buyers for clients or it will be performed by smaller
niche companies.

BTW, in the past agencies received a 15% commission from the "publication"
for ads as well as the client paying for work. However, over the last few
years it is quite common to see the client not paying for creative
services and
the agency only gets the commission, or vice versa.

Steven Heath
General Manager - West
GreyInteractive Canada

Phone: (604) 687-1001 Email: Steven_Heath_at_grey.net
Web: http://www.grey.net

Canada's only complete Interactive Marketing Agency

• Archive Home Page
• Search
• Next message: rburwell_at_lungusa.org: "ONLINE-ADS>> Call for Action: Vendors, Please Create a PSA Banner"
• Previous message: Rose Bowen: "Re: ONLINE-ADS>> Places to Advertise"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.