Régie publicitaire: definition, role and operation

The advertising network is a strategic ally for deploying a relevant communications plan and increasing visibility. Find out more about how advertising agencies can be a successful partner for advertisers and the media, who want to make advertising space available to enhance the value of their audience.

What is an advertising network?

The advertising sales house is a company that creates a link between advertisers wishing to buy advertising space and the media - TV, press, web and DOOH - that offer their space to monetize their audience. Its role is to ensure the promotion and marketing of the media, providing media planning strategies tailored to the requirements of both parties. There are two types of advertising network:

• Internal: service is part of a media group;
• External: the company remains independent, marketing the media of other companies. It is in direct contact with the media's in-house agencies, and often specializes by sector of activity.

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Online advertising agencies

The online agency sells advertising space to advertisers on websites, social networks and digital signage. It works in particular with paid search, online video display and programmatic retargeting. These powerful levers offer real targeting possibilities to meet a company's visibility objectives.

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Offline advertising agencies

Offline agencies market advertising space on billboards, on television, on the radio or in the press. These media enable us to reach as many people as possible, but also to work in a more targeted way to address a specific population or territory.

How does an advertising network work?

Internal or external advertising agencies market the media of the group to which they belong, or those of other companies. Depending on its positioning, it will operate differently, but will nevertheless pursue the same objective of monetizing an audience.

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Advertising network customers

An advertising network's clients are the media outlets that use its services to promote their advertising space. The advertisers themselves are varied:

• Private companies ;
• Institutions, cities or regions;
• Physical or digital media: press, television, radio, billboards, influencers;
• Media, communications or webmarketing agencies.

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The role of an advertising network

The advertising sales house is an organization that acts as an intermediary between the media who operate their advertising space and the advertisers who wish to disseminate a communication. To this end, it mobilizes its relations and acts in favor of the interests of both as :

• Broker for the purchase and sale of advertising space: the advertising network 's mission is to catalog demand exhaustively by monitoring and prospecting the media. It centralizes a complete offer with the aim of providing advertisers with solutions tailored to the audiences they wish to target. As an expert in media operations, she advises her customers on their strategy;
• Responsible for the purchase and sale of advertising space: with its cross-functional vision, the advertising agency rationalizes the purchase and sale of advertising space for both parties. It is qualified to negotiate preferential rates by buying grouped spaces to optimize costs and offer a solution that satisfies both media and advertisers;
• Advertising budget managers: advertising agencies have in-depth knowledge of the market and the legal aspects of advertising operations. They can advise advertisers on how to make high-performance media purchases in line with their objectives. It defends their interests within the framework of the contract binding the two parties, and intervenes in the event of disputes;
• Advertising strategy consultants: thanks to their constant monitoring of the market, advertising agencies are in a position to propose the best solutions to their clients. It can be called upon to deploy a media plan tailored to a company's objectives, as well as to produce editorial content;
• Analyzing the impact of advertising campaigns: the advertising sales house also offers services for monitoring performance and analyzing the impact of the campaigns for which it is responsible. During the campaign, but also once it has ended, it reports on the results of the operations it has recommended.

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How an online advertising network works

The online advertising network buys and sells advertising space on the Internet in 3 stages:

• The advertising network buys its advertising space using a distribution tool called Demand-Side Plateform. This is linked to numerous social networks and websites, and enables the buying and selling of advertising space using AdExchanges. At this stage, it obtains access to information on web users who visit the platforms linked to the DSP;
• Using the data collected, the advertising agency draws up a media plan to allocate the budget between several media and supports. This study defines the audience that can potentially be reached by the campaign, by determining their age range, interests and habits. The agency is then responsible for selecting the most relevant audiences in line with the advertiser's objectives and budget;
• The advertising network then tests audiences by broadcasting the same message to several audiences simultaneously. At this stage, it can already assess their reactions with a view to continuing or redistributing its investment by propagating the message to other audiences. By multiplying the distribution of a message to several target audiences and in different formats, you can be sure of producing a detailed analysis of the results.

A company that has developed adigital signage network on its premises and at its points of sale has a de facto DOOH channel that other companies may wish to invest in. The latter may want to target the same audiences with which the company already interacts, thanks to digital signage. The Cenareo solution transforms a fleet of screens into a veritable support communication tool for reaching a highly qualified target and delivering relevant, contextualized content. It offers simple, intuitive, customized management of advertising space, to optimize the distribution, creation and cost of automated campaigns.

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