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1、MAY 2024The Acceleration of Principal MediaWhat Marketers Need to KnowEXECUTIVE SUMMARYPAGES Acceleration of Principal MediaTABLE OF CONTENTSI.OVERVIEWPAGE 3II.EXECUTIVE SUMMARY PAGE 7III.PRINCIPAL MEDIA IS NOT NEWPAGE 10IV.PRINCIPAL MEDIA IS NOW DRIVING HOLDING COMPANY PROFITSPAGE 11V.THE MARKETER

2、PERSPECTIVE ON PRINCIPAL MEDIAPAGE 13VI.WORKING VERSUS NON-WORKING COSTSPAGE 30VII.GUIDELINES FOR THE USE OF PRINCIPAL MEDIAPAGE 31VIII.THE MEDIA AUDITOR PERSPECTIVEPAGE 34APPENDIXPAGE 38ANA MASTER MEDIA BUYING SERVICES TEMPLATE NON-TRANSPARENT SERVICESPAGE 39ABOUT THE SURVEY RESPONDENTSPAGE 43ACKNO

3、WLEDGEMENTSPAGE 45ABOUT THE ANAPAGE 463|The Acceleration of Principal MediaPrincipal media has been getting increased attention,and marketers need to be aware and knowledgeable.For years,advertising agencies have acted as“agents”for their clients.Thats where the term“agency”comes from.An agent is au

4、thorized to act on anothers behalf,with their best interests in mind.Increasingly,advertising agencies are now offering services where they (or their affiliates)are acting as“principals”rather than agents.That means they acquire media(or rights to media at certain rates)for their own benefit and sel

5、l the media to their clients.In this document,when we refer to“principal media,”we mean any non-transparent services1 offered by the agency,which may include services other than media services.The use of principal media for many marketers is growing and the top benefit is reduced cost.2 The purpose

6、of this paper is to increase awareness and help educate client-side marketers on principal media the background,benefits,challenges,and guidelines so marketers can make an informed decision about the role of principal media for them.Characteristics of principal media:The agency or its affiliate is n