Media Clearance

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Media regulations

Navigating individual markets with varying rules and regulations to air the content can be a daunting task. Well-established local and international relationships will help an agency expertly guide their clients through this process, whether it be TV, cinema, or radio. Via cultural consultation and careful management of all pre- and post-production processes, it must be ensured that the content complies with media regulations without compromising creative integrity.

Local talent with thorough knowledge of local media regulation will help guarantee that ads meet regional conventions and don’t infringe on existing intellectual property. This compliance will help avoid both superfluous rewrites and undesirable lawsuits.

Agencies cannot always realistically be expected to be experts on all industry specific regulations. Therefore, regulatory training should be an added component of onboarding and the incumbent agencies’ offboarding and should be executed at no charge. At the outset, local marketing teams should assist in reaching the proficiency targets. Alternatively, local media regulations could be sourced at local rates.

Responsibility of technical industry guidelines should reside primarily with client’s brand marketers, and local market regulations should be incorporated into all briefs from the local market client. The agency can then proofread and quality check all work to ensure that the requested direction and amendments are followed meticulously. The documents should be checked for spelling and grammatical correctness. This includes document comparison ensuring what was provided is similarly incorporated into the artwork. Proofreading includes fact checking of claims made in marketing tactics using references, and could also include content revision for accuracy and consistency against such claims and references. For medical, legal, or regulatory reviews, the client should circulate the work internally to all stakeholders and submit the consolidated feedback to the agency for implementation.

With up to 40% of ads being used just once and in only one market, tracking, measuring, and extracting the most suitable information is the difference between a powerful, targeted campaign and spraying and praying. Valid data allows companies to instantly analyse their sales effectiveness, awareness levels, and conversion rates. This drives sharper real-time planning and functions as a reliable source of information for the advertising industry.

Media buying is the act of transferring strategy from the proverbial page into the real world. In this way, a media buyer is responsible for seeing the plan through. Their primary responsibilities are detailed below:

  • Establishing Relationships - Like any good salesperson, a media buyer should be well-versed in developing and maintaining relationships with media vendors. Though we live in a time when automated tools are becoming more commonplace than these vendors for purchasing inventory, it is still a worthwhile skill to have.
  • Negotiating & Buying - Once ads are primed for distribution and RFPs have been sent, negotiations must be made for the purchasing of ad space. The cost incurred corresponds to several factors, most notably traffic and exposure. The media buyer should succeed in securing ad spaces at or below budget. With the right foundation from the media planner, the potential should justify the price tag.
  • Monitoring & Optimising Ad Performance - Once ad space has been negotiated and bought, the media buyer is responsible for following the ads over the course of the campaign cycle to make certain they are being optimized. If not, the media plan should be reexamined.

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