Maya Raj Andreadis
CEO at Andreadis Advertising
Each week on “Marketing for Your Future,” our hosts talk to experts in the marketing industry. Today, Mike White sat down with Maya Raj Andreadis.
So when media runs after the fact you get your invoices, what is the post buy analysis process?
So it’s kind of like when you get a receipt for a sale. You can review everything that has run, what times it ran, what day parts it’s ran, and then you can match it up against Nielsen to see who was the audience watching at that time based on their either overnights or book analysis. So it’s a matter of matching them up with the correct day parts and matching up to what you purchased to make sure that everything is in sync.
And then after you do post buy, you do the invoice reconciliation. Describe that process a little bit.
So the invoice reconciliation is really going line by line and making sure that spots ran within the program, that they didn’t run outside of a break, that they didn’t have late runs, that you match it up to make sure that the invoice is exactly ready for payment. And if not, you can request a reconciliation and adjustments before you pay the invoice.
So then the media company would have to either give you a make good or do a rebate on your purchase.
Right. So they can offer what’s called a credit which is just that. They basically credit the money back that you spent because the spot didn’t run as ordered. Or you can accept a make good which is basically another spot or a series of spots in a different or the same time period that will encompass those same amount of viewers for the same dollars and not spend any extra money.
So how much time does it take for an average customer, as you as the media buyer is going back in and doing the reconciliation, is that time consuming typically?
It is. Software helps very much. So something like BluHorn software where you could load the invoices into the back end of it, then you can match up it against Nielsen, that helps it become.
If you’re buying radio or cable TV, how many lines can a typical order have that runs through a month?
It can have hundreds and hundreds of lines. So especially on cable if you’re looking at different zones, you’re looking at different networks, but typically you still would analyze every spot at the time period you ran.
So after that you’ve got the make goods, and then with the media, you’re creating at the front end an insertion order that pretty much states exactly where you want things to fall. Talk about that.
So when you place an order, you basically put the buy together through software like BluHorn. You can send that specific order to the station and then you send traffic instructions to follow. So immediately after you’ve placed the buy, before the spots run, you need to tell them what spots are going to be running. So you would have those actually three or four spots or one or two spots or whatever that the client has decided to use, you would let them know what rotation each spot should run. So if you run 50 percent of the time for the 30 second commercials then you put the beginning date and end date on that and make sure that they are running the correct commercials for that particular program or time period.
And is that on the insertion order or would there be separate traffic instructions that go along with it?
Typically that’s separate traffic instructions. Usually I always like to make notes on the insertion order that traffic will follow within a week or whatever the date may be just to let them know. It’s depending on the client. Some clients may have generic spots that they only run one spot so you may say you have our spot in-house; let them know where it is. But typically, you need to let them know where they can find the spot and what rotation it will run on. And I’ll do that on a separate order.
The top three reasons, would you say someone would hire a media buyer/media planner.
So one would be just expertise in the marketplace, knowing that they’ve gone through hundreds of buys with different clients in different markets. And second would be a relationship with the stations. It’s hard for an in-house person to really maintain the many many numbers of stations and outlets that you have to deal. And so to be able to have that relationship and know that you guys are talking on the same level and you don’t waste time going from what’s called an avail rate to a negotiated rate. You can start a little bit lower and get down to the nitty gritty because of the expertise in the marketplace.
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