media agency
An agency that specializes in planning and buying advertising space and time across channels such as television, digital and print.
Definition
A media agency focuses on where and when advertising appears. It studies audiences, recommends channel mixes, negotiates prices with publishers and platforms, books placements, and reports on results. Some media agencies are independent; others belong to larger holding companies and may buy together with sister agencies to gain volume. Clients should ask how the agency is paid, whether it receives any discounts or rebates from media owners, and how those are disclosed. Compare at least two media agencies on their planning method and reporting, not only on fees, since the buying skill is hard to see in a pitch.
In a sentence
The media agency recommended shifting budget from print to online video.
Ask your media agency to explain how volume discounts are handled.
