What is the advertising concessionaire

The advertising concessionaire is a company that deals with the sale of advertising spaces or times on behalf of publishers.

In practice, the advertising agency enters into agreements with publishers and acts as an intermediary between publishers and agencies.

This operation concerns the purchase of advertising spaces from the owners of media outlets and resells them to media centers or, directly to advertisers.

Advertising Concessionaire Activities

The activities of an advertising concessionaire can also be carried out by companies separate from the publisher, such activities can be performed:

• On behalf of a single publisher: direct concessionaire or single mandate;

On behalf of multiple publishers: multi-agency representative.

The agreement between publishers and agencies may concern a period, a product, or a single campaign.

Among the most important agreements, we can mention the "framework agreement" where purchase conditions are agreed upon that remain valid for an extended period of time: 6 or 12 months.

This agreement can be taken advantage of with a guaranteed minimum investment.

Once an effective agreement for your company has been found, you can proceed with the planning of media planning, thus completing the deal with activities such as reservation, confirmation of spaces, and billing control.

Difference between advertising agency and advertising concessionaire

Unlike the concessionaire, the advertising agency deals with the creative management of advertising campaigns.

So, if the dealership is responsible for finding agreements and selling advertising spaces, the agency takes care of the graphic design of banners or video advertising, but not only that!

It structures the promotion of the product, and chooses the means to be used for the advertising campaign, coordinating all the information related to it.

In conclusion, the agency defines the timing, the graphics to be used on various digital tools (computers, smartphones, tablets), on billboards or in print for the dissemination of the advertising message.