Agency is a company which provides services like Planning, Implementing, Handling and Manage Advertising campaigns on behalf of Advertisers or Clients
These agencies get the agreed percentage of margin from the advertiser media budget.
Works for advertisers
Composed of creative people
Develops, prepares and places advertising in media
Skilled Professionals and specialists
Most agencies have four functions and they are:
(1) Client Services
(2) Media buying and planning for their clients or customers
(4) Account Planning
Factors To Consider When Choosing A Marketing Agency
Clientele – Client base
Credibility – past record
Expertise & Experience
Agency size and Financial strength
Types of services on offer
Image of Agency and it’s Ranking
Rates Charged by Agency
The agency is working for competitors
Let’s understand the role of the Agency in the ecosystem
Creating an advertisement on the basis of gathering information about the product.
Doing research on the company on the product and reactions of the customers
Planning for type of media to be used, When and where to be used, and for how much to be used .
Taking the feedback from the clients as well as the customers and then deciding the further line of action
Types of services
Management & Finance services
Types of Ad agencies
Traditional ad agency which focuses on traditional forms of Media such as newspapers, radio, print, TV commercials etc.,
Digital Ad Agency specializes and focuses on Digital channels
Social Media ad agencies focuses on everything related to social media advertising
Branding Agencies focus on Branding objectives of advertisers and works for everything related to it
Creative agency works for brand’s design and graphics all related to this creative business
Media Buying Ad agency focuses on buying and planning media. Most of this video we are covering about this media business
Ad agencies work with different players in the ecosystem with respect to media buying. Let’s understand them one by one in detail
We already discussed that media agency works on behalf of advertisers and here you can see advertisers are connected to the agency
With the help of ad technology platforms like ad servers, media agencies can connect to other players and technology platforms like Publishers, Ad Networks, and Ad Exchanges.
Also, they use other technologies for various purposes of reporting, verification, creative services, measurement, etc.
We have already covered Advertisers, Publishers, and Ad servers and will discuss more ad networks and ad exchange in the next videos
Here are the few top media agency companies:
WPP, Omnicom Group, Publicis Groupe, IPG, Dentsu, MDC partners, Havas, Hakuhodo
Thedefinite articleMore (Definitions, Synonyms, Translation)