The advertising agency is a strategic ally in order to deploy a relevant communication plan and increase its visibility. Discover how it is proving to be a successful partner for advertisers and media, who want to provide advertising space to enhance their audience.
What is an advertising network?
La advertising agency is a company that creates a link between advertisers who want to buy advertising space and media — television, press, web and DOOH — who offer their spaces to monetize their audience. Its role is to ensure the promotion and marketing of media by providing media plan strategies adapted to the requirements of both parties. There are two types of advertising networks:
- Internal: the service is integrated into a media group;
- External: the company remains independent and markets the media of other companies. She is in direct contact with internal media agencies and often specializes by sector of activity.
The online management
The online advertising agency sells advertising space on websites, social networks or even via digital signage to advertisers. She works in particular through paid referencing, online video display and programmatic retargeting. These powerful levers present real targeting possibilities to meet a company's visibility objectives.
Offline management
The offline advertising agency markets advertising space on displays, on television, on radio or in the press. These supports make it possible both to reach the largest number of people, but also to function in a more targeted manner to address a specific population or territory.
How does an advertising network work?
La advertising agency internal or external is intended to market the media of the group to which it belongs or those of other companies. Depending on its positioning, its operation will differ, but will nevertheless pursue the same objective of monetizing an audience.
The customers of an advertising agency
The clients of a media agency are the media that use its services in order to promote their advertising spaces. As for the advertisers, they are varied:
- Private companies
- institutions, cities or regions
- Physical or digital media: press, television, radio, radio, advertising network, influencers
- Media, communication or web marketing agencies
The role of an advertising agency
La advertising agency is an organization that acts as an intermediary between media that exploit their advertising space and advertisers who wish to broadcast a communication. To this end, it mobilizes its relationships and acts in favor of everyone's interests in the capacity of:
- Broker for the purchase and sale of advertising space: the advertising agency aims to comprehensively catalog demand by monitoring and prospecting the media. It centralizes a complete offer in order to offer solutions adapted to advertisers according to the audiences they wish to target. As an expert in media operations, she advises her clients in their strategy;
- Responsible for the purchase and sale of advertising space: with its transversal vision, the advertising agency streamlines the buying and selling of advertising space for both parties. She is qualified to negotiate preferential rates by buying grouped spaces to optimize costs and offer a solution that satisfies media and advertisers;
- Advertising budget manager: the advertising agency has a thorough knowledge of the market and the legal aspects of advertising operations. She is able to advise advertisers to make effective media purchases according to their objectives. It defends their interests within the framework of the contract between the two parties and intervenes in the event of disputes;
- Advertising strategy consultant: the advertising agency, thanks to the constant monitoring that it carries out, is in a position to submit the best solutions to its various customers. She may be asked to deploy a media plan adapted to the objectives of a company, as well as to produce editorial content;
- Analyst of the impact of advertising campaigns: the advertising agency also offers performance monitoring and analysis of the impact of the campaigns for which it is responsible. During the campaign, but also once it is over, it reports the results of the recommended operations.
The functioning of an online advertising network
La advertising agency online buys and sells advertising space on the Internet by following 3 steps:
- The agency buys its advertising space with a distribution tool called Demand-Side Platform. It is linked to numerous social networks and websites and allows the purchase and sale of spaces using AdExchanges. At this stage, it obtains access to information from Internet users who visit platforms linked to the DSP;
- Thanks to the data collected, the agency establishes a media plan to distribute the budget between several media and media. This study defines the audience that may be potentially affected by the campaign by determining in particular its age group, interests and habits. Here, the advertising agency is responsible for selecting the most relevant audiences in terms of the advertiser's objective and budget;
- The agency then tests the audiences by broadcasting the same message to several audiences simultaneously. At this stage, she can already appreciate their reactions in order to continue or redistribute her investment by spreading the message to other audiences. By multiplying the distribution of a message to several targets and in different formats, it ensures that a detailed analysis of the results is produced.
A company that has developed a network of digital signage in its premises and points of sale de facto has a DOOH channel, which other companies would potentially want to invest. They may in fact want to target the same audiences with which the company already interacts, thanks to digital signage. The Cenareo solution turns a fleet of screens into a real communication medium to reach a highly qualified target and disseminate relevant content that is always contextualized. It offers simple, intuitive and tailor-made management of its advertising spaces, in order to optimize the distribution, creation and cost of automated campaigns.
The Cenareo solution, dedicated to outdoor digital signage, for high definition DOOH campaigns. Perfectly suited to advertising agencies, the Cenareo solution makes it easy to manage your fleet of screens remotely, by automating the distribution of advertising campaigns and by targeting audiences very precisely. Focus on ultra-contextualized and high-impact communication outside the walls with a high ROI.
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