Pricing Models
Commission on Spend
Traditional agency model: 10–15% of total media spend placed. On a $100,000/mo media budget, expect $10,000–$15,000 in agency fees.
Best for: Large media budgets where percentage-based fees align the agency with spending efficiency.
Flat Monthly Retainer
Fixed monthly fee for planning, buying, and reporting services regardless of spend. Ranges from $2,500–$15,000/mo.
Best for: Businesses with variable spend levels who need predictable agency costs.
Project-Based
Fixed fee for a defined campaign — a product launch, seasonal push, or market expansion. Includes strategy, execution, and reporting.
Best for: One-time or annual campaign initiatives with clear start and end dates.
Programmatic Management
Management fee for running programmatic display, video, or connected TV (CTV) campaigns via DSPs. Typically $2,000–$8,000/mo plus media cost.
Best for: Brands running data-driven digital display campaigns at scale.
Service Tiers
SMB
$2,500–$7,500/mo + media
Digital media buying across 1–2 channels for local or regional businesses with $10,000–$50,000/mo media budgets.
- 1–2 channel strategy (digital)
- Campaign planning and setup
- Monthly pacing and performance reports
- Basic audience targeting
- Quarterly media plan refresh
Mid-Market
$7,500–$15,000/mo + media
Integrated digital and traditional media mix with audience planning, cross-channel attribution, and brand lift studies.
- 3–5 channel integrated plan
- Full audience research and segmentation
- Cross-channel attribution
- Brand safety and viewability monitoring
- Monthly executive dashboard
Enterprise
$15,000–$25,000+/mo + media
Full-service agency with media planning, programmatic trading desk, broadcast buying, and advanced analytics.
- Full omnichannel media plan
- Dedicated programmatic trader
- TV, streaming, and OOH buying
- Custom measurement and attribution
- Weekly optimization and quarterly reviews
What Drives the Cost?
Total Media Budget
The single biggest driver. Agency fees as a percentage of spend mean a $500k/year budget carries 5–10× the absolute agency cost of a $50k budget.
Channel Mix
Traditional media (TV, radio, print) requires specialized buyers and longer lead times, costing more to plan and execute than digital-only buys.
Audience Complexity
Hyper-targeted campaigns using first-party data, lookalike modeling, or premium audience data segments add data licensing costs of $1–$5 CPM.
Creative Production
Media agencies often partner with production companies. Video ad production adds $5,000–$50,000+ depending on format and quality.
Campaign Duration
Short-burst campaigns (4–6 weeks) require intensive upfront planning relative to spend; ongoing evergreen campaigns amortize planning costs better.
Reporting Complexity
Cross-channel attribution platforms and custom executive dashboards add $500–$2,000/mo to standard reporting packages.
Rates by Location
| Region | Rate |
|---|---|
| 🇺🇸United States | $150–$300/hr |
| 🇬🇧United Kingdom | $120–$250/hr |
| 🇵🇱Eastern Europe | $50–$100/hr |
| 🇮🇳India | $30–$70/hr |
| 🇸🇬Singapore | $80–$150/hr |
Pricing FAQ
What is the minimum budget to work with a media buying agency?
Most reputable media buying agencies have minimum media budget requirements of $30,000–$100,000/year to justify the planning and buying overhead. Below that threshold, a performance marketing agency or managed PPC service is more cost-efficient.
What is the difference between a media buying agency and a performance marketing agency?
Traditional media buying agencies focus on brand reach, frequency, and awareness across TV, radio, print, and digital display. Performance marketing agencies optimize toward measurable conversions (leads, sales) primarily through search and social ads. Many modern agencies bridge both disciplines.
How do I audit whether my media agency is getting good rates?
Request transparent post-campaign reports showing CPM, CPV, and CPC by placement. Benchmark against DV360 open auction rates. Ask whether your agency has inventory price guarantees and whether they use a trading desk that may earn additional margin on programmatic buys.
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