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"Messed Up" Media Buying Process

"The whole media buying process is completely messed up," opines Dave Pasternack, with clients not getting the most out of the media their agencies buy -- and it isn't going to change anytime soon.

For instance, in one "not atypical" scenario, a client will come with a set objective and budget and sign a deal with an agency. "Let's assume that highly targeted inventory is available to the media buyer," Pasternack says, so good that the buyer can deliver on the client's monthly sales objective by spending less than the allotted budget. "But would he actually do this? In the client's eyes, he'd be a hero, but the problem is that the client doesn't have the foggiest idea that the buyer has this choice available."

He notes the buyer's pay is likely based on a combination of salary and commission, and the "boss will reward you more richly if you spend all the client's budgeted money."



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