An advertising agency markets the purchase of advertising space on a medium.
The purchase of advertising space
An advertising space is by definition a reserved place in a medium where you can insert your commercial content for a fee.
The control room
It can be integrated, i.e. it belongs to the media or to a company whose space it sells (Le Monde, M6, Orange, Allociné…).
It can be external, it is then an autonomous entity that sells the space on one or more media (Ketil Media which sells in particular on Arte, Télé Z and Radio Classique).
It can be mutualized, it is then a grouping of advertisers in the same field generally.
The advertising network therefore has a major advisory role with advertisers. You can use an advertising network for example for an advertorial. A challenge for corporate communication, the purchase of space is nevertheless increasingly done via the Internet.
The media agency, beware of confusion with the advertising network
UDECAM’s definition: “Media Agencies support Advertisers and their Brands in the design and implementation of their resource strategies”.
The media agency is therefore a specialized entity that acts as a go-between between the advertiser and the advertising network. Indeed, it will support the advertiser in its media strategy, organise campaigns and negotiate with the advertising network for the purchase of space.
