If I had a nickel every time, I have heard that…
Let me explain. After every buy placed here at A3 Media, our traffic and reconciliation department sends out a brief (one sheeter) “Procedure Letter” to each vendor. This procedure letter details the items we will need from the vendor to help us review and then ultimately approve invoices for payment in a timely manner. Receiving this information is important for us, but it’s also important to the vendor as they all want to get paid.
The most important item on this procedure letter is where and how invoices are to be submitted. In addition, each advertising medium has unique requirements specific to the medium. For example: for out of home, we require proof of posting, for TV/Cable we require programming information, radio we need to see dayparts, etc. We remind the vendor, if there is Added Value on our campaign and it does not run, we will take credits. The point here is that all these requirements are listed and then sent to our vendors for signature prior to the start of all our campaigns. I will also add that our team schedule’s introduction calls with all our new vendors to introduce ourselves and go over these details that are listed on this “Procedure Letter.”
It’s now 6 weeks after this correspondence and the start of the campaign (solely with new vendors) when things can go a little sideways. At this point we have received our first invoice and now our team is looking for the information we had requested in our “Procedure Letter” to reconcile the invoice. We need to make sure that what was contracted, was in fact delivered. We need that information to approve invoices for payment as well as serve as supporting documentation to our clients that what they paid for was received. This might sound weird, but we prefer to pay promptly and not necessarily sit on invoices until the last minute. If we have the information that we need to approve payment, then it gets moved to final processing.
Often after we reach out to these new vendors, we get a response of “What Procedure Letter.” This usually sets off a few emails back and forth of some funny responses like “I didn’t sign any Procedure Letter” or my personal favorite is “O yeah, I remember that, but I didn’t read it.” It’s the ones that don’t read the letter, sign it, and send back that we have growing pains with. This letter is to help them as much as it’s helps us and our client. We have had several cases when a vendor would sign the procedure letter and agree to the terms just to get the buy.
We here at A3 Media have had the privilege of collaborating with some incredible people and vendors through the years. We are always adjusting our procedures to ensure that there are no surprises for both parties. We value our partnerships and want to work together to ensure smooth sailing ahead.Reading Time: 3 minutes
Part II: Tracking Rotation
Previously, I discussed the importance of checking pacing, a.k.a daily impression delivery (see blog post here), as part of the overall post buy monitoring process. Another part of this process that should not be ignored is trafficking instruction confirmation and creative rotation verification.
The creative and media teams often join forces to craft a complete strategy that delivers multiple creative assets to the maximum benefit for the client. Trafficking is the execution of the planned creative spots and often involves rotating said spots. Basically, rotation is determining the mix of multiple creative assets across an advertising medium. Sometimes rotation is simply spreading multiple creative spots out evenly. For example, spot A and spot B run evenly 50/50 throughout the entire flight or campaign. Other times, rotation is a more complex plan, involving many different creative assets, with different delivery goals and/or over different flight dates. For example, spot A and spot B run 60/40 for the first 3 weeks, then spot B and spot C run 40/60 for the next 6 weeks. As an agency, we never want to be in a position where the vendor does not execute our plan correctly.
Communicating the trafficking instructions to each vendor is key. One of the first steps we do on every buy is to have a conversation with our AE to ensure that all creative assets were received, and traffic instructions are understood. Nothing is left to assumption and a simple email and/or phone call often ‘sets the campaign off on the right path’ and avoids much turmoil later.
Once the campaign begins, it is important to check that the proper creative rotation is executed. Monitoring should begin as soon as possible to make sure spot(s) are delivered as instructed and, if required, any necessary changes are promptly made. From there weekly checking may be necessary to ensure the instructions are being followed or corrective action occurs. Also, anytime the trafficking instructions change, a follow-up conversation with the AE and resumption of the monitoring process like it is a new buy is necessary.
So how is rotation checked? Sometimes, the creative rotation information is available from your vendor’s dashboard, but often, data this granular is not readily available. Do not be reluctant to ask your vendor to provide more information! On numerous occasions, I’ve noticed that even though everything looks good on the surface (i.e., pacing and impressions are good), when you dig deeper you find that your creative rotations are “off”. This is especially true when the campaign is targeting multiple DMAs. The rotation might be fine in one DMA but completely wrong in another. That is why it is important to sift through the data and examine it from various angles. It is often in this process that we find that human error is responsible for the error in rotation instructions. Had we not monitored this information from the beginning, we may never uncover that the trafficking instructions were not followed.
If you determine that the trafficking instructions were not followed and rotation is not as it should be, a conversation with the vendor is required. A new rotation plan, which sometimes may include makegoods from the vendor, needs to be developed and implement to ensure the initial plan is completed as designed.
Effectively monitoring rotation is one way to ensure that the planned buy is executed as designed. Without regular observation, taking corrective action is impossible and the monetary investment as well as the time planning and strategizing for a successful campaign is wasted. At A3 Media we believe a well-thought-out buy deserves effective post-buy monitoring to ensure the buy runs as designed which is why we investigate delivery reports with a fine tooth comb.