But your company doesn't have the resources yet to hire an ad agency or media buyer. According to Iconocast, more than 80 percent of business development deals with portals are not renewed. Second, the cost per thousand on such deals is often higher than a negotiated marketplace will support. Lastly, these kinds of deals are often inflexible. If we've learned anything with online buying, it's that the first cut at many deals rarely work.
Flexibility is the key.
All deals must have the ability to change placement, pricing and ad units built in to optimize the deal for the client. Creating an effective media buying strategy takes time and research to optimize the deal, which some marketers and advertisers just don't have time for. With a good plan, you can save time dealing with reps. You can increase the productivity of your efforts by 10-20 percent or more. A great plan could increase your productivity by 50 percent.