Media buying operations · Marketing
Most media money leaks after the booking, in the paperwork nobody reads.
Media planning and buying picks the placements and argues the rate. Everything after the signature is a different job, and it is where a campaign loses money without anyone noticing.
In one paragraph
Media buying operations is everything that happens after a media plan is signed: orders, deadlines, artwork specifications, proof of what ran, and the bill checked against the booking. GullySales runs that paperwork campaign by campaign and vendor by vendor, so a short run is claimed instead of quietly paid for.
The release order is the contract. It names the vendor, the dates, the spot lengths or the site, the rate, the payment terms and what counts as proof. A campaign held together by an emailed quotation leaves you nothing to argue with when the run comes up short.
The other half is proof. A newspaper sends a tear sheet, a broadcaster sends a telecast certificate, a screen operator sends a play log, an outdoor vendor sends mounting photographs. None of it arrives unless somebody asks for it every month.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“The material deadline passed before the artwork was approved”
Every vendor closes materials days ahead of the run date, and each one closes at a different hour. Miss it and the slot carries somebody else's advertisement while your invoice stays the same size.
“The invoice does not match the release order”
A plan promised sixty spots and fifty-two ran, some of them outside the band that was paid for. Nobody sees it without the order and the log side by side, so the full amount goes out.
“Nobody asked the vendor for proof”
Tear sheets, broadcast certificates and mounting photographs all exist, and vendors send them when chased. Six months on, the campaign cannot be shown to have run at all.
“The wrong file reached the vendor”
A print-ready file made for one panel size went to a vendor working to another, and somebody at their end resized it without asking anyone.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
A release order for every booking
One order per vendor naming the dates, the units, the rate, the payment terms and the proof expected, issued before anything is scheduled.
Material deadline calendar
Each vendor's closing date and hour set against each run date, worked backwards to the day artwork has to be approved inside your own company.
Specification sheet per vendor
File size, colour, bleed, resolution, audio length or loop duration, collected once so creative is built correctly the first time.
Delivery of the material
Files sent to every vendor ahead of the close, with a written acknowledgement that the correct version arrived and is readable.
Proof of performance collection
Tear sheets, broadcast certificates, screen play logs and dated site photographs chased and filed against the order each one belongs to.
Bill reconciliation
Every invoice read line by line against the order and the proof before it reaches your accounts team, with any shortfall raised as a claim.
Make-good and credit claims
Missed spots, late mountings and wrong bands taken up with the vendor for replacement airtime, extra display days or a credit note.
A campaign file that stands up to an audit
Order, proof, invoice and payment for each vendor kept together, which is what a brand reimbursing a co-op claim asks to see.
How the result is measured
- Spots, insertions and display days delivered against booked
- Material deadlines met without a rushed change
- Proof of performance received per vendor
- Invoice value corrected before payment
- Replacement airtime or display days recovered
Recorded as a baseline before work starts, then reported every month against it.
Who it is for
This is written for you if these sound familiar.
- Businesses running print, outdoor, radio or television across several vendors in the same quarter
- Marketing heads who sign release orders and never see evidence that the run happened
- Companies where accounts pay whatever the vendor invoices, because nobody holds the booking record
- Dealers and distributors on co-op campaigns, where the brand reimburses only against documented proof
- Owners who learned after the burst that a whole week of spots never went out
Not for
It is not the right fit if.
- Businesses buying only through self-serve platforms, where the platform's own reporting is already the record
- One hoarding a year, where the paperwork costs more effort than it protects
- Anyone who wants us to hold their media money, since payment runs between your company and the media owner
How it works
From your first message to the first monthly report.
No open-ended retainer. Each step has a point in time and something you receive.
01 · Day 1
Free audit call
45 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
02 · Within a few working days
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope and fee come with it, in writing.
03 · Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later month has an honest comparison.
04 · Month 1
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
05 · Every month
Report against the baseline
What moved, what did not, and what changes next, in plain words.
06 · Month 3 to 6
Renew on the numbers
The term ends and you decide whether to continue from the results. No twelve-month lock.
How the media buying operations work runs
- 1
Turn the plan into orders
The approved plan becomes one release order per vendor, and each order is accepted in writing before the schedule is treated as real.
- 2
Build the calendar backwards
From the run date to the vendor's material close to your internal approval, with a named person against each step.
- 3
Deliver and confirm
Material goes out to specification well ahead of the close, and the vendor confirms which version they hold.
- 4
Watch it while it runs
Spot logs, published copies and site photographs are collected during the campaign, while a shortfall can still be replaced.
- 5
Reconcile, then claim
Invoices are matched to orders and proof, and anything short is claimed before payment rather than written off after it.
- 6
Close the file
Delivered against booked, the value recovered, and which vendors are worth using again go into the monthly report.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
SB Engineering
- Situation
- Buyers searching for laser cutting and sheet metal work in Bengaluru were finding other suppliers first, because the company did not rank for the terms its own customers type.
- What we did
- The site redesigned for mobile
- Search work on the buyer's terms
- Content that shows the work
- Social channels managed
- Result
- Website traffic rose 60% within six months, against a target of 50%.
- High-quality leads rose 45%, with a rise in conversion rates alongside them.
- Fifteen target keywords moved up the rankings, five of them into the top three positions.
Hotel Felicity Inn
- Situation
- A traveller compares three hotels on a phone and books one. The website was not built for that.
- What we did
- The site rebuilt around booking
- Photography and one look
- Search work for destination searches
- Content a traveller reads
- Result
- Online bookings increased 35%
- Organic traffic increased 50% within six months
- Positive reviews on Google and TripAdvisor increased 30%
Chord Road Hospital
- Situation
- Patients who knew the hospital trusted it. Patients who searched for a department or a treatment in the area did not find it.
- What we did
- Website rebuilt around patient needs
- Search visibility
- Social media on a schedule
- Review management
- Result
- Organic traffic increased 60% within six months
- Online appointment bookings increased 40%
- Social following grew 45%, and engagement on it rose 70%
Also worked with
Curtain Label · Difesa Security Services · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every monthly report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No lock-in, no guarantees we cannot keep
Three to six months at a time. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 45-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
A three-to-six-month programme
We run the work month by month, report against the baseline every month, and you renew on the numbers. No twelve-month lock.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how you sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 45-minute call with the person who will do the work
- A written, scored report on the six places orders leak, within a few working days
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
What is a release order and why does it matter?
What proof should we ask for from each medium?
Can we recover money for spots that never ran?
Do you pay the media owners on our behalf?
How is this priced?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
Media buying operations, written for your industry.
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