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.