Demystifying media barter – a guide for advertisers

This article explains the concept of 'media barter' - the exchange of products or services as part of a media buying deal.

Demystifying media barter – a guide for advertisers

Frances DickensAstus Group

From merchants trading in ancient times to modern day neighbourhood skills exchanges, barter has stood the test of time as a way of exchanging goods and services without the need for cash. Within a 21st century business context, the rise of media barter – a process that allows brand owners to augment media budgets without spending more cash – is a matter of record with estimates suggesting the UK media market has reached around £350m (gross media billings) compared to around £200m in 2010.

So...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands