Market volatility creates opportunity but challenges our concept of “value”. If the old axiom of value = benefit/cost holds true, then value is clearly variable. However, the need for value remains constant - as does the value of media-efficiency platforms.

The fact of the matter is that even in “soft markets” agencies can garner greater value for their clients by utilizing media efficient platforms, just as they can in tight markets. Yes, we are terrific at getting clients into hard-to-reach opportunities such as sports and premier programming, but we’re equally adept at driving efficiencies regardless of market conditions.

It's understandable that many television buyers might lose their enthusiasm for working with multiple partners when market conditions allow them to reach a client’s goal with ease, but at the same time, softer markets provide a great opportunity to further enhance the reach of the campaign and/or the agency’s margin on the business as well. Bottom line, there’s really no such thing as an off day for an efficiency platform.