The market is increasingly detaching itself from remuneration based on standard discounts and new tools promise to revolutionize the sector
In an advertising agency, the media department is the one who purchases space in vehicles and communication platforms to run advertising campaigns (purchasing media, as they say in market jargon).
Furthermore, the sector professional needs to have in-depth knowledge of the agency’s potential customers. To this end, it carries out research and monitors consumption data using various tools and through market studies. From there, the public is divided into several segments, such as geographic location, age group, social class, consumption profile, etc. The idea is to have an in-depth profile of the target audience for each account, so that you know which medium is most suitable for inserting the advertisement.
The work of the media professional also requires monitoring information related to the audience of media outlets. It must collect data such as number of subscribers to publications (newspapers and magazines), access to news portals, number and profile of influencers’ followers on social networks, audience of radio and TV programs, etc. The objective is to know the reach of each one, to know which one is most suitable for running the campaigns developed by the agency.
It is worth remembering that it is also necessary to choose times when the insertions should be carried out. If the choice of vehicle to insert a commercial is TV, for example, you must analyze the best time and the appropriate program to broadcast the piece. Because there would be no point in the presenter and former player Neto talking about the qualities of the Intimus Gel female pad with three flaps on the program Os Domes da Bola, on Band TV, with a mostly male audience.
Based on all the data obtained, we finally evaluate which media are the most suitable for broadcasting advertisements, merchandising actions and other advertising formats.
Remunerao
The media also plays a fundamental role in agency business: through placements the agency receives the standard commission, also known as the standard agency discount.
Officialized by Federal Law No. 4,680, of 1965, and by Article 11 of Decree 57,690, of 1966, it establishes that agencies certified by Cenp (Executive Council for Standard Norms, regulatory and supervisory body of the advertising market) have the right to receive from vehicles a commission worth 20%, calculated based on the total allocated to the vehicle by the agency on behalf of the advertiser.
The standard rules also establish that it is optional for both the agency and the advertiser to draw up a contract waiving the commission paid for the vehicles. However, in this case, the vehicle cannot apply a discount to the amount charged to the advertiser.
Read the full article in the propmark February 26, 2024
