The development trend of advertising industry: How to make profit from advertising sales representatives

There are too many jobs for media buyers. Almost every research report argues that online advertising costs will continue to rise. Last year, ZenithOptimedia forecast that global Internet advertising costs would rise to $44.6 billion trillion this year, up 24% from the end of 2007, and that, according to its forecasts, internet advertising would cost more than broadcast advertising this year and would surpass print-magazine advertising by 2010.

In a US-led survey, emarketer said online advertising spending will reach $25.9 billion trillion this year, even though the economic impact has shrunk compared with the estimated 27.5 billion dollars in early 2007, but it has grown by 23% compared with 2007, This growth is still quite large for media buyers.

But we were puzzled. In those large interactive advertising companies, media buyers are averaging 5-10 new introductions or proposals each day from the site's publishers. Small companies are also being asked to review new advertising places. What we do every day is keep answering calls, not to mention all the phone calls.

This situation is in a very awkward state for both sides. Sales reps are very frustrated by our lack of initiative, and we really need to find new advertising for our customers and we are interested in the information that the reps are feedback. And we're stressed out about the need to think about a lot of problems.

It is clear that no one can benefit from this situation. But website advertising reps and media buyers can do something in their power to increase the effectiveness of the communication between the two sides to work out a better advertising planning case, this result is beneficial to both sides.

For media buyers and advertising planners, they often provide repeated business information to the site, with a breakdown of publishers, potential users, business classifications, user segments, and industry vertical surveys in unfamiliar areas. These are important information that satisfies the media purchaser and learns from the site.

In an ideal environment, media buyers should have the time to communicate with each ad sales representative who visits him and list a number of potential niche ads before making a final decision. Based on the current situation, you can expect media buyers to respond to your inquiries if they are serving a brand or a product that is important to your site.

Before you give the media buyer an answer, you need to know as much as possible about the organization's users and list of projects. Take a closer look at the new company's trade publications and account information. You can also check for sites like LinkedIn and Facebook, where media buyers will frequently update their personal profiles based on the progress of their work on highly traded sites. You need to do all the preparation work to avoid any surprises.

I just said that. Now, repeat, the era of clear division between media buyers and advertising planners is over. For interactive advertising companies, they are very clear about the advantages of integrating advertisers and media buyers, without having to hire strategists to take charge of both tasks. When you communicate with a media buyer, you will be very clear that you are communicating with a user who has a certain concept in mind and wants to get new ideas immediately.

After investigating the advertising agency, you can decide which customer is best for your site and what type of ad will deliver the best advertising effect. You'll be at a loss if you don't have a certain purpose. To make up for this flaw, you can look at the case of an ad agency (which is usually displayed on the company's website or reflected in the online trade club). This goes through the two-way consent process between media buyers and customers.

If you're communicating with media buyers for the first time, it's important to take the time to develop an ad-bit strategy. This approach is more likely to attract attention than mass web sites, and let us think about the value that potential partners can bring.

To make the relationship between media buyers and advertising reps more harmonious, media buyers must do their job.

(Original starting on June 26, 2008; compiling: Wang Bailei)