How does Media Buying / Placement work?
Submitted by ryryslide on Fri, 03/26/2004 - 13:06.
"I*ll take media agencies for 500, Alex"
wink
Theres ad agencies, small creative shops and the likes who stick to making ads. Sure they*ll have media buyers themselves - big agencies have entire media departments, and you*re right a 15% comission shows up there somewhere. That*s not overcharging, that*s charging - and agency shouldn*t be doing anything for free, and buying adspace (and haggling adspce price and good deals) is a job that should be paid just like any other.
Then there*s media agencies, who*s business is to secure great media at a great price (and charge 15% commission) - now big worldwide clients might sign with a big worldwide media agency as well as an ad agency. Diesel is one of them.
But yeah, in general an agency would get paid to create and place the ad in a magazine. 15% isn*t the going rate, it*s a common rate. Never really asked the media people much except "whaddya mean my ads for Hasbro toys are going to air on cabel at 4 in the morning!?"
to all media people, I*m kidding. You may come and make Art Director jokes as revenge. wink
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Take print ads for example. In general, do advertising agencies get paid to place ads in different magazines, or do the companies themselves do it? I don*t mean the actual ad creation, but the placement.
If advertising agencies do it, do they ever overcharge for placement and keep the difference? Or are their budgets tightly monitored / accounted for by the client?