Media Buying and Planning Procurement Intelligence

In this Media Buying and Planning procurement intelligence report, we have estimated the pricing of the key cost components such as staff, cost of acquiring media space, hardware, software, research and data, and other costs. Components of other costs include general and administrative, sales and marketing, rent and utilities, travel, compliance, and taxes.

Media Buying and Planning agencies often use one of many pricing structures. The project-based pricing structure is typically used by agencies. This pricing model charges a fixed fee based on scope of the project. The scope is determined by the expertise, resources, and time required for project completion. Fixed price ensures clarity and transparency to both parties as they know what to expect. However, it is difficult to determine an appropriate fee for complex projects with highly customized services. Another prominent pricing model being used is commission-based pricing, wherein agencies decide fees based on the media spend percentage of the client. Typically, a commission of 10% - 20% of the total media expenses is charged. Another key pricing model being deployed is performance-based pricing, wherein clients are charged basis the results achieved by the agency with respect to the predetermined Key Performance Indicators (KPIs). Few other key pricing structures in this category include hourly rate pricing, retainer pricing, and value-based pricing.

The prices of media buying and planning services vary according to type of service. Few of the common types of media buying services are OOH (Out-of-Home), print, radio, and TV. Under OOH media buying services, customers are allocated placements based on the amount of time required for the ad to be displayed to the audience. Popular ad platforms under OOH include transit ads, bench ads, and billboards. Under print, customers and media planning agencies concurrently earn placements according to ad size and location requirements. In 2024, the prices of OOH services in the U.S. were in the range of USD 95 - USD 155, and those of print services were in the range of USD 75 - USD 145. The prices of radio services varied in the range of USD 145 - USD 205, whereas the rates of TV services were placed in the range of USD 90 - USD 160.

Order your copy of the Media Buying and Planning category procurement intelligence report 2023-2030, published by Grand View Research, to get more details regarding day one, quick wins, portfolio analysis, key negotiation strategies of key suppliers, and low-cost/best-cost sourcing analysis

Operational Capabilities - Media Buying and Planning

  • Geographical Service Provision - 20%
  • Industries Served - 15%
  • Years in Service - 15%
  • Employee Strength - 15%
  • Revenue Generated - 15%
  • Key Clientele - 10%
  • Certifications - 10%

Functional Capabilities - Media Buying and Planning

  • Service Portfolio - 35%
  • Media Channel Coverage - 30%
  • Key Technologies Used - 30%
  • Others - 5%

Rate Benchmarking

The rates for this category are structured based on the scope and location of engagement, type of service, and type of pricing model. Additionally, the rates may vary based on the length of the contract. Long-term contracts are beneficial to both parties as they ensure security, stability, dedicated support, and strong partnerships.

During January 2024, the average cost per hour of media buying and planning services in the U.S. has ranged between USD 95 - USD 155, the average cost per hour in the U.K. has ranged between USD 145 - USD 205, and the same in India has ranged between USD 20 - USD 55. Additionally, the average cost per hour in the Philippines has ranged between USD 25 - USD 60, and the same in Poland has ranged between USD 45 - USD 105.

Supplier Newsletter

In November 2023, MiQ Digital Limited announced the acquisition of Grasp. This acquisition strengthened MIQ’s capabilities in programmatic media buying for its clients across the globe. Moreover, this acquisition helped MiQ to leverage Grasp’s expertise in operational compliance, global governance, SaaS capabilities, and real-time alerts to enhance its suite of programmatic media buying offerings and optimize its programmatic advertising solutions.

In July 2023, Omnicom Group Inc. announced the acquisition of Ptarmigan Media, Inc. This acquisition strengthened Omnicom’s capabilities in providing media buying and planning services in the financial services sector. This acquisition enabled Omnicom to leverage Ptarmigan Media’s expertise in offering media buying, planning, and marketing solutions to Insurance, Asset Management, and Investment Banking companies.

In January 2023, Publicis Groupe announced the acquisition of Advertise BG. This acquisition strengthened Publicis’s digital transformation competencies, thus supporting its social media, digital strategy, and media buying segments. Additionally, this acquisition enabled Publicis to leverage Advertise’s capabilities in digital design and analytics, due to which Publicis was able to optimize the performance of its media buying and planning services.

List of Key Suppliers

  • Dentsu International
  • Ideon Media
  • Kubient, Inc.
  • McKinney Ventures, LLC
  • Mindshare Media Ltd.
  • MiQ Digital Limited
  • Omnicom Group Inc
  • Publicis Groupe
  • Starcom Worldwide, Inc.
  • The Interpublic Group of Companies, Inc.
  • Vivendi SE
  • WPP plc 

Browse through Grand View Research’s collection of procurement intelligence studies:

Media Buying and Planning Procurement Intelligence Report Scope 

  • Media Buying and Planning Category Growth Rate : CAGR of 5.2% from 2023 to 2030 
  • Pricing Growth Outlook : 5% - 10% increase (Annually) 
  • Pricing Models : Project-based pricing, Commission-based pricing, Hourly rate pricing, Performance-based pricing, Retainer pricing, Value-based pricing 
  • Supplier Selection Scope : Cost and pricing, Past engagements, Productivity, Geographical presence 
  • Supplier Selection Criteria : Geographical service provision, industries served, years in service, employee strength, revenue generated, key clientele, certifications, service portfolio, media channel coverage, key technologies used, and others 
  • Report Coverage : Revenue forecast, supplier ranking, supplier positioning matrix, emerging technology, pricing models, cost structure, competitive landscape, growth factors, trends, engagement, and operating model 

Brief about Pipeline by Grand View Research:

A smart and effective supply chain is essential for growth in any organization. Pipeline division at Grand View Research provides detailed insights on every aspect of supply chain, which helps in efficient procurement decisions. 

Our services include (not limited to): 

  • Market Intelligence involving – market size and forecast, growth factors, and driving trends
  • Price and Cost Intelligence – pricing models adopted for the category, total cost of ownerships
  • Supplier Intelligence – rich insight on supplier landscape, and identifies suppliers who are dominating, emerging, lounging, and specializing
  • Sourcing / Procurement Intelligence – best practices followed in the industry, identifying standard KPIs and SLAs, peer analysis, negotiation strategies to be utilized with the suppliers, and best suited countries for sourcing to minimize supply chain disruptions