Proprietary Media – its growth, the various forms it takes, and the importance of transparency and governance in its use.
Proprietary media, also referred to as inventory media, and principal based media, is media that a media agency purchases on their own behalf, and resells to advertisers with an undisclosed added margin, and/or bundled with other services (typically tech and data).
This deck will take you through the following key areas:
- Ensure an understanding of different inventory media forms from upfront buys, TV program licensing, bulk buys in retail media, credit lines with media owners, repurposing free space and AVBs, influencer platforms, upfront rights purchases, and guaranteed free or discounted space
- Review Contracts: review and update contracts to clearly define proprietary media and set guidelines for its use.
- Set Approval Processes: Implement line-by-line approval processes for proprietary media on media plans to ensure transparency and value delivery.
- Evaluate Performance: Continuously evaluate the performance of proprietary media against other buys to validate its effectiveness.
The ISBA media services framework includes contractual terms to help advertisers govern the transparent and appropriate use of proprietary media in their media agency relationships.
If you would like to discuss the topic further please contact Nick Louisson, Director of Agency Services. NickL@isba.org.uk