The launch of ISBA’s 2025 Media Services Framework, a new template for service agreements between advertisers and agencies, should have been a big moment. With updates on AI, audit rights, and value distribution, it tackles key industry challenges. Yet, its release landed with barely a ripple. That’s surprising, especially given its sharp focus on Inventory Media—an area long fraught with transparency concerns.
ID Comms’ Donna Malone is sharing her take on why it matters and what advertisers should do next..
Why the Media Services Framework Matters
The Media Services Framework is a template for a contract (MSA or Master Services Agreement) between an advertiser and a media agency. Media planning and buying is a highly complex service involving large sums of money so there are many risks involved for both parties if not legally governed correctly. Traditional supplier contracts or even creative agency contracts are not sufficient to cover these nuances.
In the world of marketing procurement, compliance auditing and media consulting, this framework is a highly valuable tool. Providing transparency, clarity, neutral planning and fair distribution of funds in the agency-client relationship. Personally, I'd argue that the framework alone justifies the ISBA membership fee. It's that valuable.
So, I was genuinely surprised by the muted reception of the 2025 framework launch last week. A few ripples, a minor grumble from the IPA, and then… silence. Maybe it's just me, a self-confessed media audit geek, but I expected a bit more fanfare.
The 2025 Update: Inventory Media in Focus
The updates covering Gen AI, value pots, audit rights, and online services are all significant and timely. However, it's the focus on Inventory Media that truly caught my attention. It dominated the conversation during the ISBA member consultations, and rightly so. The phrase appears a whopping 99 times in the new contract. That speaks volumes.
For those unfamiliar, Inventory Media is a process where agencies acquire media – often through bulk buys or are awarded free space as an investment incentive from vendors – and then pass it on to clients, typically with a markup. In essence, the agency shifts from being an agent to a principal, effectively becoming a media owner.
Why the concern? Primarily, it's about planning neutrality. Clients worry that agencies, holding large swathes of pre-bought inventory, might prioritise those placements over what's truly best for the client's strategy. For example, the agency has acquired online space from the Daily Mail – and so the Daily Mail features heavily on your plan, regardless of its strategic fit.
Historically, IM may have been purchased without client knowledge, or it would be listed on a media plan as a uniform block labeled "inventory media." This provided no information on where the ads would be displayed, so ISBA members were understandably suspicious.
Balancing Transparency, Control, and Value
Now, I'm not here to demonise Inventory Media. It's a reality, and it's likely to become more prevalent. When managed correctly, it can be beneficial for both sides. The problem lies in the historical lack of transparency.
Thankfully, progress has been made. Agencies are providing more clarity, and clients are gaining greater control. The ISBA framework takes this a step further, providing much-needed governance.
The MSF25 lays down some crucial ground rules:
- Transparency: Clear articulation of quality parameters for inventory media on media plans.
- Accountability: Consequences for non-compliance with sign-off protocols.
- Pricing Integrity: Inventory media should not count towards media pricing commitments.
- Audit-ability: Clear identification of inventory media in performance audit data for pricing and placement assessments.
- Standardised Labeling: Use of "Inventory Media" rather than proprietary agency names.
- Authorised Approval: Designation of a specific client representative (who has the required knowledge) for inventory media approval.
- Detailed Reporting: Regular and comprehensive reporting of inventory media spend.
But I believe we can go further. (And forgive me if I've missed a few of those 99 mentions.)
- Clients should have control over the application of value generated from inventory media. It shouldn’t be limited to just buying more of the same media, but rather a "bank" of value that can accumulate and be used for things like services, talent, or research.
- Agencies should commit to a percentage of value generated per pound spent on inventory media, so that the benefit is accountable.
- A cap on the percentage of budget allocated to inventory media is essential.
- Clarity is needed on how additional value is accounted for on media plans – e.g. a 10% price advantage should translate to either a 10% budget reduction or a 10% increase in media volume.
At ID Comms, we're passionate about helping advertisers establish mutually beneficial processes for inventory media. It's about empowering clients with control and fostering trust. When done right, inventory media can ultimately help fund additional media, insight or services thus driving improved business outcomes.
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