Although media buying principles and processes are universal Globally, the local media structure and media buying dynamics in China are uniquely complex, presenting significant value measurement and transparency challenges for advertisers.
Media Buying Transparency & Volume Rebates
China media buying and selling is historically less transparent than other markets, because of its fragmented media inventory ownership, driven by a media broking heritage that goes back to the early days of the commercial media sector. Agency Volume Rebates ( AVR’s ) are a common part of media vendor - media buyer trading practices, the benefits of which can take many forms.
Advertiser Challenges : It is much more difficult for advertisers to establish their agency volume rebate entitlements. It is essential to implement systematic volume rebate management / control systems to ensure full transparency and return of AVR’s to minimize media monies at risk.