Stewart Morrison, Special to Gulf News

Articles from the author

Clients are no better off in bulk media buying deals

Ad agencies are offering not much clarity on costs and clients end up footing the bill

'Inventory buying' is now heavily indulged in by ad agencies, but without them providing any clarity on the actual costs involved. Clients end up suffering.

Making returns count for each digital ad dollar

Brand owners need to have a firm understanding of likely 'waste' in their spending

As with every dollar of advertising spend, digital ad costs need to deliver full value for the buck. But marketers should be aware that there are several layers to their costs.

Advertising contracts are not for free interpretation

Audit needs to be done to make compliance to terms and conditions non-negotiable

Regular compliance checks are a must if marketing services contracts are to be adhered to. Agencies have to take the lead on this.

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