Revising IOs as a result of under delivery

Published by: Kristen Hoyle , Kelley Blue Book, us

Published on: December 7, 2011

Hi Monsters,

Wanted to understand what others doing with regard to underdelivery during and/or after a campaign and reallocating revenue to new lines. What is your standard process for handling this situation?

Also, do you ever have/allow the agency to revise impressions for under delivered lines down after the lines have ended (actualize the lines according to delivery)? Or would you leave the original IO unchanged and ask for a new IO that would only show the new lines based on the reallocation?

Thanks for your input!

Best,
Kristen

Comments

#1 Al Cox - February 7, 2012

Best is to catch this before an under-delivery happens and as for extension on delivery date. Let the advertiser know about re-allocation and discuss if IO needs re-visioning. Bill for what's delivered and talk with advertisers to move impressions over to the following month and hopefully not loose the revenue. Offer make goods for under-delivering to keep the client happy if needed. I have asked for revised IO and kept the same, it usually depends on many factors, is getting a revised IO possible? how big or small is the change. If it seems easy to get a revised IO I would recommend getting one, but if the process maybe complicated see if there's another alternative. I also over-deliver most of my campaigns by a small percentage to help ensure full delivery.

#2 Georgina Elrington - December 7, 2011

Kirsten, we use a change order process in with if revenue changes because of a reallocation of an IO then the contract must be resigned by the client and go through the contact admin process again. The contract team reconciles the versions to ensure the client is being billed directly. The only time we post bill campaigns or bill on delivery is in the case of performance buys.

Often we will do everything we can to keep reallocations to exactly the same dollar amount as the original IO as this helps alot with billing.