What is a advertising insertion order?
An insertion order, or IO, is the signed booking between an advertiser and a publisher. It turns a media proposal into a commitment: these placements, on these dates, at these rates. Websites, newsletters, podcasts, radio stations, magazines and event organisers all use them, and so do agencies booking on behalf of a brand.
This template lists each line item with its quantity and price, the campaign dates and total, an optional agency commission, and how and when the publisher invoices. It sets a creative deadline with specifications and makes clear that placements missed because of late creative are still charged. The advertiser confirms it has the rights to the creative, and the publisher can reject ads that break the law or its policies. Delivery reports, make-goods for under-delivery, a free cancellation window, written changes, payment terms, rules for tracking pixels, and a liability cap round it off. If an agency books, the template records that too.
- Best for
- Publishers, podcasts, newsletters, radio stations and their advertisers
- Signed by
- The publisher and the advertiser or its agency
- Pricing
- Any mix of CPM, flat-rate, per-spot or per-send line items
- Length
- About 2 pages, initialled on every page
When to use a advertising insertion order
- A local news site selling a month of homepage banners to a car dealer
- A newsletter booking four sponsor slots for a software brand
- A podcast network confirming host-read ads across three shows
- A radio station booking drive-time spots for a retailer's sale
- A media agency placing a campaign for its client with a trade magazine
What you fill in
20 blanks, then the name and email of each person who signs: publisher, advertiser.
1 The parties
- Order date*
- Order number (optional)
- Publisher (your business)*
- Publisher contact for creative and reports*
- Advertiser*
- Advertiser billing contact*
- Booked through an agency (optional)
2 The campaign
- Campaign name*
- Campaign start*
- Campaign end*
- Placements (one per line)*
3 Price and payment
- Currency*
- Total order value (before tax)*
- Agency commission (%) deducted from the total (optional)
- Billing* monthly in arrears, for what was delivered that month · in full before the campaign starts · in full at the end of the campaign
- Invoices due within (days)*
4 Creative and changes
- Creative due (business days before start)*
- Creative specifications
- Cancellation without charge (days before start)*
- Governing law*
5 Who signs
- Publisher signature and date, job title, initials on every page · The publisher, website, podcast, station or venue selling the ad space.
- Advertiser signature and date, job title, initials on every page · The advertiser, or the agency signing for it.
What the advertising insertion order covers
- What is booked
- Price
- Creative
- Delivery, reports and make-goods
- Changes and cancellation
- Payment
- Tracking and general
Using the advertising insertion order, step by step
1 Name the parties
Your business is pre-filled as the publisher. Add the advertiser, its billing contact and, if one is involved, the agency placing the order.
2 List the placements
Enter the campaign name and dates, then one line per placement with size or format, quantity, rate and line total.
3 Set price and billing
Enter the total order value, any agency commission, how you'll invoice and how many days invoices are due.
4 Creative and cancellation, then send
Set how many business days before launch creative is due, the specifications, and the free cancellation window. Send it to the advertiser to sign.
Tips before you send it
- Number the order and use the same number on invoices and reports. It makes reconciling a campaign much quicker for both sides.
- Agree up front whose numbers count for impressions. The template uses the publisher's reports unless you agree a third-party ad server in writing.
- Advertising for things like alcohol, health products, finance or gambling is restricted in many places. Check the rules before accepting the booking.
- Send the creative specifications with the order. Late or wrong creative is the most common reason a campaign misses its start date.
Sign it online in minutes
- Fill in the blanks. Names, dates and amounts go straight into the agreement — the preview shows exactly where.
- Name who signs. Tick “This is me” for your own part. FileIt builds the PDF with every signature, date and initials box on the right line, and you can check or move anything before sending.
- Send it. Each signer gets a secure link and signs from any device — no account needed. The signed PDF, with an audit trail and a Certificate of Completion, is filed in your vault and emailed to everyone.
Advertising insertion order: frequently asked questions
What is a make-good?
A replacement placement of equal value when the publisher doesn't deliver what was booked, such as a missed radio spot or fewer impressions than ordered. If the advertiser turns it down or it can't run in time, the undelivered part isn't charged.
Can the advertiser cancel?
Yes, without charge, up to the number of days before start you set. Later cancellations are charged in full, reduced by anything the publisher earns by reselling the space. Delivered placements are always paid for.
Who pays when an agency books the campaign?
The advertiser is responsible for payment. The agency confirms it is authorised and is also responsible for passing on any money the advertiser has already paid it for the order.
Is an insertion order signed online binding?
An IO is an ordinary commercial contract, and electronic signatures are generally valid for those in the US, UK, EU and Canada. FileIt keeps an audit trail and Certificate of Completion with the signed PDF.
Is the template free?
Yes. It's free with FileIt eSignature, and advertisers sign from the email link without an account.