Web-based media buying platform Adboss opens media buying to more marketing industry players
Web-based media-buying platform adboss.com.au is now enabling marketing companies such as independent creative agencies, graphic designers and marketing consultants to use its platform to buy advertising for their clients.Up until now, the platform could only be used by direct advertisers.
Adboss joint-managing director Jason Rose (pictured above left, with Eden Rose) said: “Since the day we launched, so many companies – creative boutiques, marketing consultants, production houses – have asked us whether they can use our system to buy advertising for their clients. The answer now is yes. These companies occupy a trusted position with advertisers and often find themselves being asked to step outside their core services and to help with media buying. We’re now making it so much easier and effective for them to get involved.”
The Adboss platform enables advertisers to identify and brief the right media brands for a given campaign. The invited media companies receive the brief and can respond with a proposal back through the platform. Advertisers can then analyse and purchase these proposals through the website.
Importantly, with this new model, although the advertiser is responsible for making all final decisions, the marketing company drives the process to facilitate and assist the advertiser to reach agreements with media companies through the platform.
The platform is free for both marketing companies and their advertisers to use. Adboss charges media companies a nominal commission for deals they successfully close through the website.
Fellow joint-managing director Eden Rose said: “Many advertising and marketing professionals have the knowledge to help companies with their media. A major issue has been them not having the time for the phone calls, meetings and research it traditionally involves. Not only does our online platform offer obvious efficiency gains, the real benefit is the platform’s ability to deepen client relationships. A creative agency or a consultant can now provide this extra assistance without having to take their eye off their main game.”
While the platform has several built-in features to help users effectively plan their campaigns, Jason Rose explains that marketing companies could do their own in-house media strategy, bring in consultants or even engage with Adboss for advice.
Says Rose: “We’re opening up the platform to others within the industry. How they want to use it, how they want to deliver maximum value for their clients is entirely up to them.”
From a media company’s point of view, Adboss delivers highly qualified, high quality media briefs straight to a sales manager’s inbox. This makes the platform a very efficient and, therefore, cost effective sales channel for media companies.
Rose concluded: “For media companies, there’s only upside. They get quality briefs and a quick and easy, user-friendly way to respond to try and win the business on offer.”