Have you ever wondered what advertisers do when their ads don’t get the attention they paid for? There’s a solution built into the industry for scenarios like this to keep campaigns on track and clients happy… and it’s called a makegood.

What is a makegood in advertising?

In the world of advertising, a “makegood” refers to an offer by a media outlet to make up for any shortfall in the guaranteed delivery of impressions publicitaires, clicks, or other performance metrics outlined in the original agreement.

If an advertising campaign underdelivers on its guaranteed performance, a makegood serves as a way to fulfill that initial commitment without extra cost to the advertiser. For example, if an advertiser is contracted for 100,000 ad impressions and only receives 80,000, the media outlet may offer a makegood to provide the remaining 20,000 impressions at no additional cost. Makegoods can also be offered in cases where an ad placement is incorrect, or when an ad doesn’t run at all due to technical issues or other errors.

Quels sont mes choix à faire ?

Lorsqu'il s'agit de faire de bons choix, les annonceurs ont généralement quelques options.

• Additional Placements: Request additional ad placements to make up for any shortfall in impressions or engagements. By increasing ad placement volume, the media outlet can fulfill its contractual obligations without requiring extra payment from you.
• Refunds for Underdelivered Impressions: Choisissez de recevoir un remboursement pour la somme non livrée. impressions publicitaires. This option allows you to reclaim part of your investment if the makegood terms aren’t met satisfactorily, giving you an alternative way to recoup costs.
• Negotiating for Extra Benefits: Negotiate for additional benefits or compensation, such as higher-value ad placements or extended campaign durations. This could bring added value beyond the original agreement.

There are a few considerations that advertisers should keep in mind as well:

• Track Campaign Performance: closely monitor campaign metrics so you can spot any potential shortfalls early
• Clear Communication: Clear communication with media outlets is essential when discrepancies arise, ensuring makegoods are negotiated effectively
• Makegoods Protect Investment: Makegoods ultimately act as a form of protection for advertisers, helping them ensure that their ad spending leads to desired outcomes. For CMOs, this process safeguards both the campaign’s ROI and the credibility of the advertising partnerships.

Why is a makegood important for advertisers and media outlets?

Makegoods are important for both advertisers and media outlets because they help ensure that campaigns are delivered as promised, and they provide a mechanism for correcting any issues or errors that may arise. By offering makegoods, media outlets can maintain good relationships with advertisers and reduce the risk of losing business in the future. For advertisers, makegoods provide a safety net to protect their investment and help ensure that their campaigns are successful.

Dans l'ensemble, les makegoods constituent un élément important de l'écosystème publicitaire, car ils permettent de résoudre des problèmes et de maintenir la confiance entre les annonceurs et les médias.