Special intermediary

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Special intermediaries (also called special agencies for outdoor advertising ) are usually full-service agencies that advise customers, but also coordinate the planning and purchase of advertising space at the same time. Special agencies are independent and can usually use all advertising space from all providers. It is common for billing and reporting to be coordinated via the specialist intermediaries.

Out-of-home advertising is a complex medium, as regional features and a large number of specific planning and allocation options can only be coordinated by specialized staff and tailored software. For this reason, special agencies for outdoor advertising are important service partners for advertising and media agencies as well as for advertising companies directly.

activity

Special intermediaries often cooperate with media agencies and further develop the part of the overall media plan, which includes outdoor advertising and ambient media.

Tools specifically geared to the OOH market help, of which there are several variants in the industry : For example, a media agency has recently been able to use the MDS planning software ( M ediaplanungs- D ialog- S ystem - one of media planning program for PCs developed by Axel Springer market research). In addition, many specialist intermediaries develop their own systems to differentiate themselves from the competition.

In principle, special intermediaries access the entire stock of space from all providers. In this way, a vendor-independent campaign can be put together for the customer, which is really geared towards the customer's wishes and communication goals.

Often pretests , i.e. tests before the campaign goes “on air”, are offered. These are particularly important because at this point you can still optimize if the tests do not turn out as desired. There are also post-tests for the time after the campaign, which ultimately evaluate the success of the campaign. So the work doesn't just begin with the selection of the poster locations.

Basis for evaluation of advertising space

In outdoor advertising, the G-value is the key figure for the attention values ​​in advertising material, developed by GfK market research. For example, the degree of distraction, the duration of the contact opportunities, lighting, visual obstructions, the angle of the advertising medium in relation to the traffic, etc. are assessed (see also: Frequency Atlas).

Since 2003, the G-Wert has been changed as part of the G-Wert2 project to the extent that a "Frequency Atlas for Germany" has been drawn up in cooperation with the Fachverband Aussenwerbung eV (FAW), the Fraunhofer Society and GfK to determine the passage frequency represents the frequency base for the system and replaces the video process. The tripartite division of the traffic flows was retained, as was the internal logic of the system (see also: Frequency Atlas).

The G-value should not be confused with the thousand contact price (CPM). The G-value is merely an attempt (and the method used in practice) to compare the cost-benefit calculations of an advertising campaign in the outdoor advertising sector with those of an advertising activity in other media (print, TV, radio, etc.). However, only the subject-independent and qualitatively not assessed contact opportunity (to come into contact with this or that advertisement) is always put in relation to the necessary costs.

Fees

The advertising companies are not charged directly for the services of a specialist intermediary. For the mediation of an order, the out-of-home advertising providers grant the special media agencies a special agent fee, which, however, is partly passed on to the advertising companies by the special agent (SMV).