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Regardless of whether the market is upfront, scatter, national spot, or local, the media buying and selling process involves a series of sequential bilateral negotiations in which agencies attempt to obtain the best buys on behalf of their clients while media sellers attempt to obtain the best prices and avoid unsold inventory. Numerous features of the current process, including the absence of transparent market clearing prices, ensure that market participants leave significant money on the table.

At the encouragement of a group of some of the world's largest advertisers, we scientifically examined the economic performance of the current buying and selling process involving the trading of national spot (TV) media. Our results show that market participants capture, at best, only 61% of the available gains of trade under the current buying and selling process. This compares to 82% under AdEx, Siena's proprietary trading system.

Given that over $18.5 billion in national spot media (TV) are traded each year, this result means that advertisers and media sellers leave several billions of dollars on the table each year in this market alone. For more information on Siena’s path-breaking analysis, including information on how to obtain a copy, see the Media Case Study Highlights.



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