Legal advertisers know that success isn’t always about how much you spend—it’s how effectively you can spend it.
And while media agencies can certainly spend your money, how are you, the attorney, able to ensure you got what you paid for?
Attorneys and law firms can improve the efficacy of a media investment by analyzing the past and improving financial transparency.
If you’re not getting these things from your current agency, what else could you be missing?
The Post-Buy Analysis
Rates have been negotiated with TV stations and sales reps. The inventory has been purchased and the spots have aired or published. Is this the end of your campaign?
Not by a long shot…
To ensure all advertising ran as requested and that you received the rating and impressions you purchased, your agency should provide a comprehensive post-buy analysis.
A post-buy analysis will help you answer questions like:
- Did you get the ratings you paid for? If not, who’s following up to get no-charge spots or other value-add bonuses to make up for what was missed?
- How successful was the reach? Understanding audience behavior and demographic data is essential to future media opportunities.
- How effective was the buy? Ad rates can fluctuate by quarter. Comparing your agency’s estimated cost and the actual spend can help inform future buys.
At Network Affiliates, we use post-buy analyses to measure the effectiveness of a schedule’s performance after it runs and to hold stations accountable on behalf of our clients.
If your ad campaigns aren’t getting the attention they deserve, you could be overspending or leaving real money on the table.
What does your monthly media invoice look like? Do you get affidavits of performance from every station on the buy? Are the totals listed in gross dollars or net?
Not every agency handles billing the same way. Some agencies report net totals, separating agency fees and commissions. While not necessarily inaccurate, this can lead to confusion.
What’s more, some agencies blind bill their clients, an accounting practice that consolidates campaign purchases into one lump sum, which effectively avoids important details like what creative ran, when it ran, and what the agency is charging compared to the buy.
Do you get to see each commercial itemized on a station invoice? Maybe, maybe not.
Transparent billing is the only way to know that your marketing investment is being managed effectively.
At Network Affiliates, your top sheet invoice includes all your media purchases on a monthly basis. This can include your broadcast TV and cable buys, billboard campaigns, radio buys, etc.
Plus, instead of sending checks to a dozen different stations, our administrators manage the entire billing process seamlessly.
Billing transparency is essential to how we run our business. If your current agency isn’t willing to review their billing procedures with you, ask yourself, why?