Media Buyers It’s Your Turn
Friday, March 6th, 2009
With many documented cases of publishers reporting drops in ad revenue, now is the time for media buyers to shine. If you still have a job, and still have a client who is in the need of online media, now is your chance to be a hero. And by hero, I actually mean you have the chance to capitalize on the misfortunes of publishers.
For the past few years publishers have been holding the premium price tag over even the most simple of media buys. I know this very well from both sides, as a publisher of a health and fitness destination and as a media buyer on-behalf of clients. The premiums were easy to understand; with good inventory scarce and the digital ad boom well under way, it was the best way to crank up the revenue. All conversations with top tier publishers typically included a “custom” or “big idea” opportunity. It should be obvious that, although you only buy what you want, certain types of desirable inventory was locked away for big budget only media buys. This locked out advertisers who were solely interested in a specific audience within prospective sites.
I am here to announce, and should have months ago, that those days by and large are dead – for now. Media planners all over the internet should be gobbling up severely discounted rates wherever they can. In a regular market planners have the power to dramatically alter any campaign by executing on-target partnerships and inventory buys with publishers, but in this environment they have the power to be a marketing super hero! PlannerMan to the rescue!
Tags: ad network, AdECN, adsdaq, ADX, exchange, google, Right Media
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