Ad Buying Group + White Label Media Buying
“One hand cannot clap.”
– Egyptian Proverb
Ad Buying Group, Defined
Theoretically, advertising is easy to buy. But in practice, it’s one of the more costly, complicated, and frustrating areas for CMOs. In fact, 67% of CMOs are overwhelmed by ad data due to the growing number of channels to navigate and manage. An ad buying group specializes in media planning and buying. paid ads services like Criterion Global act as an ad buying group to ensure advertisers get their money’s worth when they buy advertising space, and that advertising delivers based on the purpose and expectations of the brand.
Specifically, we work as an ad-buying group supporting 3 types of clients:
- CMOs and in-house marketers needing paid ads services,
- Independent creative agencies seeking “White Label Media Buying”
- Growing organizations unsure of how to buy advertising space
To learn how you might benefit from an ad buying group to improve your media buying – and if Criterion Global might be a perfect partner – read on.
1. Why CMOs Need An Ad Buying Group
CMOs and in-house marketing teams partner with ad buying groups like Criterion Global to leverage their expertise, save time and resources, optimize costs, develop strategic campaigns, and achieve optimal performance when buying advertising space.
Brands work with ad buying groups for a number of reasons, but all come down to the unique value they offer in supporting brand investments in the advertising space.
Broadly speaking, there are 4 key benefits to working with an ad buying group:
What special expertise does a media buying agency bring?
An ad buying group is a specialist in the complexities of media planning and buying. It’s very common for brands (or agencies) to have team members skilled in specific platforms (Meta, Google), but next-to-impossible to pool multi-channel media experts knowledgeable in strategy, industry benchmarks, data, and martech — without building an in-house agency. Even then, we frequently work as paid media consultants adding muscle to in-house teams.
How does an ad buying group improve time + resource efficiency?
Buying advertising space involves a huge investment of time and resources. Ad buying groups take on the responsibility of executing media campaigns, from research and negotiation with media vendors to campaign setup, monitoring, and optimization. By using an ad buying group, businesses can focus on core operations and other intensive marketing work (content development, brand strategy, sales enablement) knowing their media buying is handled by experts. Explore case studies on our paid media agency work.
Do ad buying firms save advertisers money?
Ad buying groups have market knowledge across a variety of brands buying advertising space. This brings insight into favorable rates, discounts, and strategies to maximize added value opportunities from media vendors. The intricacies of pricing models, audience targeting, and media buying strategies, are constantly changing and hyperspecialization helps us maximize ROI for clients. Ad buying groups – particularly independent media agencies like Criterion Global which emphasize transparency and neutral decisioning – help brands buy advertising space efficiently and effectively.
How do ad buyers track and optimize media performance?
Finally, ad buying groups employ tools and expertise to track campaign performance, measure key performance indicators (KPIs), and optimize media allocations in a language that’s clear to the CMO, CFO, and all their key stakeholders. Iterative optimization empowers businesses to get the most from their media investment in terms that are clear across channels and show the value of the media investment.
To chat with an expert on how we can improve your media buying outcomes, schedule a free, zero-commitment 30-minute chat with one of our experts.
2. White Label Media Buying = Agency BFF
As our independent creative agency partners know, media buying adds value to creative services in two ways. The first is by “activating” strategy, giving the client full-circle proof of concept that creative strategy can fly in-market. The second key benefit is how media increases topline revenue for independent creative agencies – by as much as 5x-10x the value of creative services alone.
White-label media buying with a partner like Criterion Global creates a billable bump that can unlock more value from an existing account than winning a new one.
Here are 3 ways we help creative agencies scale paid media at zero overhead costs, as white-label media buying partners:
Where can I find pitch-ready media buying experts?
For pitches with innumerable stakeholders, and unforeseen questions on execution, Criterion Global experts are at the ready and fluent in media across platforms. This deep expertise is the #1 reason why independent creative agencies often bring us in as their pitch-ready strategic partner. What’s more, we’ve helped mid-sized agencies land massive accounts by frontloading the strategic time and preparation in prepping pitches that make a brief come to life. More than a logo on a slide, we’re a partner from ideation to execution.
Help! The client's asked, "How much do I need for a media buy?"
For those intense Q&A sessions from the tech team, and the rigor of winning budget approval, we have credible data and insight (including our investments in tools, platforms + tech) to back up strategic recommendations – in addition to years of hands-on-keyboard experience. And for clients needing a deeper dive, our Budget BlueprintSM addresses needs with extra rigor.
What role does a (good) ad buying partner play in smoothing a campaign launch?
Finally, we’re not only a secret to how creative, web, and consulting firms scale capabilities – with zero overhead cost, we also smooth operational workflow.
Simply put, we understand the behind-the-scenes blood, sweat, and tears it takes to launch a campaign on paid media. On time.
We’re skilled in smoothing the bumps and common obstacles like AdOps for tagging and measurement, trafficking and spec sheet deliveries, testing + Q&A. With our offices and team on EST, PST, GMT, CET, plus Singapore (GMT + 8) and Tokyo (GMT + 9), we are actually 24/7 ready to nimbly support your team.
From pitch partner to the post-buy victory lap, our international media buying practice is a ready-made capabilities multiplier for ambitious agencies.
Get in touch to discuss your needs and which model is right for your agency.
3. Just Need To Buy Advertising Space?
Maybe you have a one-off project need for an international media buying scope. (That’s how our work on GoDaddy’s international expansion began).
Maybe you’re a growing organization with content, but no consistent, accountable way to buy advertising space to get your message in-market. That’s how we eventually began as a growth agency for Europe’s fastest-growing unicorn.
Maybe you’re some combination of brand or creative agency that needs a paid media consultant to determine whether or how an ad buying group is even necessary. (That’s totally ok too.)
We’re huge advocates of human conversation and are here for marketers needing to pick our brains on white-label media buying, whether or not they’re sure they need an ad buying group.
White Label Media Buying, On Demand
Whether you’re a CMO, in-house media buyer, creative agency lead, or if you’re not even sure you need an ad buying partner to buy advertising space, don’t be shy to have a chat with our team.
Reach out to schedule a 30-minute conversation with our strategists to learn how white-label media buying can catalyze your brand’s growth.