Posted by: John Batchelder, Conversion-Driven Media Specialist
Negotiating value added (VA) media with publishers involves persistent negotiation, but does not mean your publisher should be taking a loss on your campaign or that the client should be getting valueless value added placements. The VA media negotiation starts with a positive agency/publisher relationship as well as a solid media plan, and ends with a combined effort by you and your publisher to boost the value of an already strong proposal.
Just like any relationship, you’ll get from a publisher relationship what you put in. Being pushy or dismissive may get you the value added media you want initially, but will not get your campaigns trafficked in time, your phone calls returned, or help you get out of a pinch when you need your publisher’s help. Start by being honest about the client’s expectations, then work with your publisher to build the best proposal possible with paid media. After you have received a proposal from your publisher, ask if the paid placements provided are absolutely the best opportunities for client’s objective. Asking this question may prevent your value added media from consistently out-performing your paid placements.
After the publisher has produced solid paid media options, scan the publisher’s site for opportunities that you would like to include as value added media. Some placements that may be useful are text links in newsletters or targeted e-blasts, button banners in the top right or left-hand corners, ROS banners on content-specific sites, and listings on product guides and product comparison tables. However, the effectiveness of any VA media depends on the type of campaign you are planning.
Begin negotiations for VA media by asking your publisher “what can we do to add some extra value to this campaign?” Hear what they have to offer, and then suggest the opportunities that you found previously. Between your publisher’s recommendations and placements you would like to receive, there should be some great VA opportunities.
Finally, make sure you have rationales for all of the value added placements that you have negotiated. If your VA media does not fit into your client’s overall strategy, it will seem irrelevant or valueless.
Value added media is one of the most visible offerings that an agency can produce and is essential to most media plans. By building a positive relationship with your publisher, constructing a solid media plan and engaging in spirited and collaborative negotiation, you will be able to provide the additional value necessary to make a campaign successful.
