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Mediaagenturen advise enterprises for the dispersion of an advertising budget in different media. They are specialized Dienstleistunger in the advertising economy.

Cash transaction of Mediaagenturen is the production of That is, they speak recommendations about necessary from as well as over those temporally and geographically optimal placement of announcements, radio and TV commercials and other advertising formats.

Depending upon project thereby a target group and a competition analysis stand, in order to determine the optimal advertising surrounding field at the beginning.

The Mediamix, which determines allocation of the advertising measures on different advertising medium, becomes further.

Mediaagenturen winding also the indicator reservation off. They negotiate with advertising media about prices, achievements, discounts, special conditions and book - usually on own calculation - for the customer with the media (Mediaeinkauf). Traditionally is entitled to the Mediaagenturen 15% of the advertising rate.

Large advertising agencies, in particular international agency networks, operate usually own Media departments or attached switching agencies.

Well-known independent Mediaagenturen is among other things Zenith Media, JOM operational Media, Optimedia, tkm Starkom, Media Planning Group, Carat, Mindshare, initiative Media, Mediaedge and Mediacom.

Ranking of the Mediaagenturen 2005 (source: AdvertisingAge 05/2006)

RANK 2005AGENCYBUDGET world-wide 2005 in millions USD1OMD Worldwide23.0752Starcom MediaVest Group22.0133Mindshare Worldwide21.4654Carat America19.7525Mediaedge: cia17.0616Zenith Optimedia16.7407Mediacom15.7768Universal McCann Worldwide13.0749Initiative Media Worldwide12.89710MPG (Media Planning Group)8.962== fees and Kick baking ==

Media agencies gain your proceeds over Honarare, in addition, over so-called Kick baking. The agencies use their bundled purchase power, in order to receive an additional fee of the Dienstleister, with which they buy on behalf the recruit-rubbing customer advertising places. This Kick baking is usually the difference between the price of the offerer of advertising achievement (TV, print, radio, external advertisement, on-line etc.), to which the customer one communicates and who price, at which the Media agency actually buys the achievement with the offerer. In the meantime most Media agencies must pass however these "privileges on" to their recruit-rubbing customers. Some agencies drive therefore the offerers of advertising places into ever higher Kick Back's, which do not pass them on. This led to the fact that their advertising time/surface raised the price of the offerers, in order to be able to fulfill the ever higher demands of the agencies, with which the prices for the recruit-rubbing industry snapped at height. These advertising achievements ever smaller for the same budget kept actual.

As consequence of it on the part of the recruit-rubbing industry, which in the organization of recruit-rubbing in the association for the protection of trademarks (OWM) collects itself, more transparency one demanded. Since October 2004 is present a code OF Conduct (CoC), which is to regulate these reimbursements of the media to the Media agencies. The recruit-rubbing industry is not innocent at this development: since she rather assigned the purchase of the advertising places at agencies to create than own authority "agency giants" formed by concentrations and Mergers, that bundled the purchase responsibility for a whole number of considerable large companies in a house. Thus it became possible the Mediaagenturen, with a negotiation over prices and reimbursements regarding bspw. to threaten one of their automaker customers with the fact that one deals, the offerer not with the demand, otherwise fewer advertising places for another customer (e.g. a manufacturer of Schokoriegeln) would book. Advertisement-driving, which thereby particularly high discounts demanded, were given preference to, other customers, who exercised a smaller or no pressure, were disadvantaged.