My interview with Roy Moskowitz of Reciprocal Results Advertising, a full service communications shop offering media planning & buying, creative services, PR, political consulting & digital. In this segment, Roy explains what media barter is and outlines his experience providing it.
Barter has a less-then-stellar reputation in the media buying ecosystem, however, Roy illustrates how it can be done right.
In the full interview for those of you who are involved in political marketing and media Roy discussed how important it is to buy media that very closely matches your voter-base geographically. New York City area down-ballot races in particular must find media channels that let them cherry-pick their audience. Roy makes the point that broadcast media is rarely an efficient choice.