What primary role does an IO serve in a media campaign?

The primary role of an Insertion Order (IO) in a media campaign is to detail deliverables and expectations. An IO serves as a formal document that specifies the terms of an advertising agreement between the buyer and the seller. It clearly outlines the specific metrics, placements, target audience, and overall expectations concerning the ad campaign. This includes information on the duration of the campaign, the ad formats to be used, impressions or clicks expected, and any other logistical details necessary for both parties to understand their commitments.

When the IO captures all these details, it ensures that both the media buyer and the publisher have a clear understanding of what is to be delivered throughout the campaign. This clarity helps prevent misunderstandings and provides a reference point for evaluating performance against the agreed-upon terms.

While the other options touch on important aspects of media buying and campaign management, they do not encapsulate the primary function of an IO. Authorizing vendor payment is a separate operational function, outlining campaign objectives relates more to campaign strategy, and managing creative timelines is part of project management, rather than the specific purpose of an IO.