How to Write an Ad Campaign Contract

Steve Milano reports:

"A simple advertising contract, also known as a media buy, that doesn’t include specific details about how an ad can run may lead to miscommunication, poor ad placement, incorrect run dates and a host of other problems that might decrease or negate the effectiveness of your ad. An effective ad contract includes a variety of if-then parameters that help you get the best placement and results possible...A basic advertising contract should include the following: name of publication, station, website or advertising vehicle; your business name; price for the ad or ad schedule; date, issues or shows in which the ad is to run; placement in a print publication or time the ad is to run; payment due date; number of insertions; and run time of the ad schedule, including the start and stop date...If your campaign is time-sensitive, include a start and end date for your ad to appear. This prevents ads from running too early or continuing to run after your event is over. If you [are running] a radio or TV ad or campaign, include the time of day or specific show during which your ad or ads should run. The term 'run of schedule' means that the station will not place your ad in a specific show but will run them throughout the day at their discretion. You may need to pay a higher price to have your ad placed within specific shows or during certain hours, such as drive time...Include where you want your ad placed if buying space in a newspaper, magazine or website. Most advertisers prefer ads to appear in the first half of the magazine and on the right-hand page in print publication. Use the phrase 'right-reading' in your contract to signify that your ad must appear on a right-hand page...You may need to pay extra for specific placement. 'Run of book' means the advertiser can place the ad anywhere in the publication. To prevent your banner ad from appearing too low on a website, specify that it is to appear 'above the fold' so visitors to the site won’t have to scroll down to see the ad. You also may request that your ads appear near or away from certain types of editorial or content...Delineate how advertising materials must be delivered, where they need to arrive and by what date. Include specific digital formats, such as GIF, JPG or PDF files. Include what is to be done with hard copy materials, such as artwork used to create print ads or film...When purchasing website banner ads, specify the size in pixels, even if the site offers a variety of banner ads by specific name. Include whether the banner must link to a particular URL, and include that URL. If you are buying billboard advertising, include provisions that cover damage to the sign, including how quickly it will be repaired and if you will receive compensation for days the sign is damaged. If you have purchased a schedule of ads in a print publication, include an option that lets you move your ads to different areas of the publication after an initial test run, at no extra cost...Many businesses offer a 15 percent agency discount to advertisers who use an agency or design firm to place their ads and buy media. If pressed, many medium-size and smaller publications and websites offer the 15 percent discount directly to an advertiser. Include this discount in your contract. If the publication, station or website is providing any ad creation or production services, specify whether you will pay for them or if they are included in the cost of purchasing the advertising. Specify when payment is due, especially if your ad will not be running for some time after you sign your contract or if you will be running ongoing ads for weeks or months. Delineate acceptable payment methods, such as check, PayPal or credit card. Include the total number of insertions of ads and the total cost of the ad buy to prevent miscommunication. Request that print publications include 'tear sheets' -- pages of a publication with your ad on them cut out of the publication as proof that your ad ran -- with invoices."