I often get asked by advertisers what exactly Inventory Media is.
Many brands have heard the term used but don't fully grasp the implications or why it should be top of mind.
Here's the thing – agencies have been spinning tales about Inventory Media being this amazing thing for advertisers.
But let me tell you, it's not all rainbows and sunshine.
It's more like a tricky game where you need to watch your step.
And the real twist? Loads of brands are knee-deep in Inventory Media without a clue, and it's causing significant disruptions to their campaigns.
So, what's the deal with Inventory Media? Why should you be keeping a close eye on it?
Let's cut through the noise and get down to the nitty-gritty. It's time to uncover the real story behind Inventory Media and why it's time for advertisers to wise up and take action.
Inventory media, also known as proprietary media, refers to the media inventory and ad space that a media agency purchases using its own funds rather than buying directly on behalf of an advertiser.
The agency essentially acts as a principal and becomes the initial owner of the media.
The media agency then sells this media on to advertisers, often with a substantial markup, and with stringent no-audit clauses, ensuring that the media is not subject to external scrutiny.
There are a few key reasons why media agencies lean towards acquiring and selling inventory media:
However, while inventory media offers agencies clear financial upside, it presents several downsides for advertisers:
Many advertisers unknowingly purchase Inventory Media due to the inherent lack of transparency.
Sometimes, agencies may claim that Inventory Media offers more cost-effective options or is the only choice for late decision-making. However, these claims often lack substantial evidence.
At Abintus Consulting, we believe in empowering advertisers to navigate the complexities of Inventory Media.
Advertisers should be proactive in understanding their contracts and demanding transparency from their media agencies.
To make your life easier, we're throwing in a free assessment of your media agency contract.
Yep, you heard that right – it won't cost you a dime! Whether you're an advertiser in need, we've got you covered.
Head over to www.abintus.app, sign up for free, and let our experts evaluate your contract in just a few days.
Or if you're in a hurry, try our self-assessment tool and get results within minutes. It's time to take control and demand transparency from your media agency!
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