Principal media is on the rise. Changes in agency compensation models from marketers as well as pressure from marketers to extend payment terms and "drive media costs down" have led agencies and holding companies to accelerate the use of principal media. Increasingly, advertising agencies are now acting as principals rather than agents. That means they acquire media -- therefore becoming the owner, or "principal," of that media -- and resell the media to their clients. According to a member of the ANA board of directors, "While principal media can indeed provide the benefit of cost savings, marketers need to go into such deals with their eyes wide open."
Fifteen Guidelines for the Use of Principal Media
![Fifteen Guidelines for the Use of Principal Media](/media/articles/image-cover-1715858458882.550x380_q85_box-0%2C49%2C335%2C281_crop.png.webp)