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In the fast-paced advertising world, businesses often find themselves caught in a race to the bottom regarding media costs. The allure of cheaper media partners and less expensive ad impressions can be tempting, especially when budgets are tight. However, this approach can be a double-edged sword. While it may reduce immediate expenses, the long-term impact on brand credibility, engagement, and overall business success can be detrimental. Instead of racing to the bottom, businesses should be racing to the top of media quality.

The Downgradeability of Media Quality

Media quality is inherently downgradeable. In pursuing cost savings, it’s easy to opt for lower-cost media partners who offer cheaper ad impressions. On the surface, this might seem like a wise financial decision — after all, reducing costs can free up resources for other business areas. However, the reality is that these savings often come at the expense of media effectiveness. Lower-cost media typically means lower-quality placements, reducing visibility, engagement, and impact.

by Matthew Reiss, President, AMI+ Partners https://advantagemediainc.com

In the competitive and ever-evolving landscape of advertising, ensuring that media investments are efficient, effective, and transparent is more critical than ever. For advertisers and fellow marketing procurement leaders, the task of optimizing media spend while holding media agencies accountable can be daunting. This is where media audits come into play.

A media audit is a comprehensive examination of an advertiser’s media transactions, performance, and adherence to contractual terms. However, the success of a media audit largely depends on choosing the right auditing partner and understanding the key factors that can influence the outcome. There are some essential considerations clients must keep in mind when selecting a media auditing partner and embarking on the audit process. By focusing on independence, expertise, methodology, transparency, and more, advertisers can ensure they derive maximum value from their media audits, leading to optimized media performance and greater return on investment.

by Tom Mills, (linkedin.com/in/tom-mills-procurement/)

Navigating the vast landscape of procurement education on YouTube can be overwhelming, but it is undoubtedly a treasure trove of knowledge for professionals seeking to enhance their skills. Here are the top 10 YouTube channels that are indispensable for anyone in the procurement field:

1. Zerite Network: This channel is a goldmine of tutorials and lectures covering procurement, financial planning, business startups, CPA lectures, and ACCA tutorials. The depth and breadth of content make it a must-subscribe. Zerite Network
2. The World of Procurement: Led by Daniel Barnes, this channel features high-quality how-to videos on contract management and procurement, making complex topics accessible. The World of Procurement.