Undisclosed Revenue Streams

I will describe in this course how media agencies managed to create undisclosed revenue streams with media suppliers using the findings from the K2 report which you will be able to download.
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Course Information:

  • Target Audience: Marketing Directors / CMOs

  • Skill Level: Beginners

  • Course Duration: 120 Minutes

  • Recommended Prerequisite: 'Advertising Media Essentials' Course

Course curriculum

  • 1

    Welcome to the course!

    • A message from the instructor

    • How to use this course

    • Before we begin...

  • 2

    What is Media Transparency?

    • Overview

    • Agency Profit Margin Pressures

    • Consolidation of Agency Buying Power

    • Undisclosed Agency Revenue Streams

    • Media Transparency Across the World

    • Test Your Learning

  • 3

    Key Examples of Non-Transparent Practices

    • Overview

    • Agency Volume Benefits (AVBs)

    • Firewalls

    • Digital Trades

    • Test Your Learning

  • 4

    Why Media Transparency Matters?

    • Overview

    • Media Price Disparity

    • Loss in Efficiency

    • Loss in Effectiveness

    • Lack of Agency Trust

    • Test Your Learning

  • 5

    How to Assess your Level of Media Transparency?

    • Overview

    • Technique #1

    • Technique #2

    • Test Your Learning

  • 6

    Which Approaches Should You Use to Improve Media Transparency?

    • Overview

    • Approach #1

    • Approach #2

    • Test Your Learning

  • 7

    Next Steps

    • Congrats! Here's what's next...

    • More resources for you

    • Before you go...