Paying for Advertising VI
Media Agencies (2013)
How advertisers remunerate their media agencies in the United
For the first time ever we have published a
separate media report, rather than the information on media agency
remuneration as a few chapters in the
Paying for Advertising report.
Whilst we continue to address the principal
issues – e.g. how much is paid for services received (and how this
varies by client characteristics such as size of spend, size of
agency retained), use of payment by result and use of media auditing
– we now report on key issues facing marketeers such as:-
Media agency transparency (e.g. agency
disclosure of media buys), Client setting of media neutrality KPI
and client achievement of a media neutral schedule.
client awareness and use of agency trading desks and demand side
platforms, how these functions are remunerated and generally on
client concerns with both functions.
The media agency
report has seven chapters as
Remuneration methods for media buying,
planning and strategy
Remuneration paid for services received
Payment by results
Changes made in the past two years
The remuneration agreement
Agency transparency & media neutrality
Agency trading desks and demand side
The report is 88 pages and includes many
graphs and tables.
ISBN 978-0-9552447-0-2 Price £350.00