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You're Not Buying Media, You're Buying Outcomes
You're Not Buying Media, You're Buying Outcomes
Media buying is evolving faster than ever, and smart marketers are rethinking what they're actually purchasing when they invest in advertising.
In this thought-provoking episode, Todd and Kelly explore a fundamental shift happening across the industry: the rise of principal media buying, where agencies and platforms pre-purchase inventory and resell it to brands.
This approach has expanded significantly across digital channels, from Meta to programmatic display, fundamentally changing how media gets bought and sold.
But here's the strategic question every marketer needs to answer: Are you optimizing for cheap media or profitable outcomes?
What Todd and Kelly explore:
- How principal buying models work across digital and emerging channels
- Why "buying power" isn't always the competitive advantage it appears to be
- The evolution of inventory pre-buying in modern media planning
- Smart questions to ask when evaluating any media partnership
- How to align agency incentives with business outcomes, regardless of buying model
The reality is that different buying approaches (whether programmatic, direct, or principal models) each come with distinct advantages and trade-offs. The most successful marketers understand these dynamics and choose partners who can navigate them transparently.
The strategic insight: The goal of any media investment should be turning spend into measurable business growth. The key is ensuring your partners are optimizing for your success, not just media efficiency.
With insights like “you’re not buying media, you’re buying outcomes,” this episode is a wake-up call for CMOs chasing efficiency at the cost of impact and outcomes.
Ready to elevate your media strategy beyond just buying cheap impressions? This conversation will shift how you think about partnership, transparency, and what really drives results.
Chapters:
- 00:00:00 - Setting the Stage: Real Talk Between Founders
- 00:00:55 - The Topic No One’s Naming (But Everyone’s Doing)
- 00:01:09 - When Media Buying Stopped Making Sense
- 00:02:31 - Pre-Buying, Markups, and Agency Incentives
- 00:08:06 - Trust, Transparency, and What Clients Deserve
- 00:10:04 - Why Most Media Plans Miss the Point
- 00:15:59 - If I Were CMO… Here’s What I’d Ask
- 00:26:24 - One Dollar Should Give You More Than a Dollar Back
Links and Resources:
- Kelly Maguire on LinkedIn
- Todd Juneau on LinkedIn
- Vuja Dé Digital
Thanks so much for joining us this week. Want to subscribe to Contrary to Popular Opinion? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!
View all episodes
By Vuja Dé DigitalYou're Not Buying Media, You're Buying Outcomes
Media buying is evolving faster than ever, and smart marketers are rethinking what they're actually purchasing when they invest in advertising.
In this thought-provoking episode, Todd and Kelly explore a fundamental shift happening across the industry: the rise of principal media buying, where agencies and platforms pre-purchase inventory and resell it to brands.
This approach has expanded significantly across digital channels, from Meta to programmatic display, fundamentally changing how media gets bought and sold.
But here's the strategic question every marketer needs to answer: Are you optimizing for cheap media or profitable outcomes?
What Todd and Kelly explore:
- How principal buying models work across digital and emerging channels
- Why "buying power" isn't always the competitive advantage it appears to be
- The evolution of inventory pre-buying in modern media planning
- Smart questions to ask when evaluating any media partnership
- How to align agency incentives with business outcomes, regardless of buying model
The reality is that different buying approaches (whether programmatic, direct, or principal models) each come with distinct advantages and trade-offs. The most successful marketers understand these dynamics and choose partners who can navigate them transparently.
The strategic insight: The goal of any media investment should be turning spend into measurable business growth. The key is ensuring your partners are optimizing for your success, not just media efficiency.
With insights like “you’re not buying media, you’re buying outcomes,” this episode is a wake-up call for CMOs chasing efficiency at the cost of impact and outcomes.
Ready to elevate your media strategy beyond just buying cheap impressions? This conversation will shift how you think about partnership, transparency, and what really drives results.
Chapters:
- 00:00:00 - Setting the Stage: Real Talk Between Founders
- 00:00:55 - The Topic No One’s Naming (But Everyone’s Doing)
- 00:01:09 - When Media Buying Stopped Making Sense
- 00:02:31 - Pre-Buying, Markups, and Agency Incentives
- 00:08:06 - Trust, Transparency, and What Clients Deserve
- 00:10:04 - Why Most Media Plans Miss the Point
- 00:15:59 - If I Were CMO… Here’s What I’d Ask
- 00:26:24 - One Dollar Should Give You More Than a Dollar Back
Links and Resources:
- Kelly Maguire on LinkedIn
- Todd Juneau on LinkedIn
- Vuja Dé Digital
Thanks so much for joining us this week. Want to subscribe to Contrary to Popular Opinion? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!