- Mon-Sat: 9AM-5PM
A simple overview of usage, value, and why licensing is structured by reach — not image count.
Image licensing ensures usage aligns with the commercial value created by the imagery. As reach, duration, and visibility increase, so does the value of the content. Licensing allows brands to pay fairly for actual use while keeping base retainers efficient.
| Type of Use | Reach & Value | Licensing Approach |
|---|---|---|
|
Website & Organic Social |
Controlled, brand-owned reach |
Included in base retainer |
|
Paid Advertising |
Scalable, performance-driven reach |
Licensed separately |
|
Print / OOH / Packaging |
High visibility & longevity |
Quoted per campaign |
This structure keeps your investment flexible. You are not paying for usage you don’t need, and you can scale licensing seamlessly as campaigns grow — with no surprises.
The Bottom Line
Licensing is not a restriction — it is a way to match cost with value. As your campaigns scale, licensing ensures clarity, fairness, and long-term ROI.
Paid ad licensing simply aligns image usage with media scale, so campaigns can run freely without legal or cost surprises.
Why Paid Ads Are Treated Separately
Paid advertising fundamentally changes how images perform and scale.
Unlike organic or owned channels, paid ads:
Because of this, paid usage is licensed separately to align image value with media impact.
What “Paid Advertising” Includes
Paid advertising usage applies to imagery used in:
If media spend is applied, paid usage applies.
How Licensing Supports Performance Teams
This structure benefits media teams by:
Allowing ad usage to scale without renegotiating shoots Avoiding overpaying for usage that may never be deployed Keeping creative costs predictable Supporting long-running and evergreen campaigns Making renewals and extensions straightforward
Licensing is always confirmed before launch so campaigns are never interrupted.How Paid Usage Is Typically Licensed
Paid usage is licensed based on:
This is often structured as:
Exact terms are confirmed in advance for clarity.
What This Means in Practice
Paid usage is designed to support performance, not slow it down.
Bottom Line for Media Teams
If an image is driving paid reach and revenue, licensing ensures:
This allows performance teams to focus on optimization and results, not usage questions.
If an image continues to perform and generate value, extending usage simply keeps rights aligned with that success.
Why Renewals & Extensions Exist
Paid advertising and extended usage increase the commercial lifespan of imagery. When campaigns perform well, brands often want to:
Renewals and extensions ensure usage rights stay aligned with that expanded value.
When a Renewal or Extension Is Required
A renewal or extension applies when imagery is used:
If the campaign continues to deliver value, usage is simply adjusted to match.
How Renewals Are Structured
Renewals are intentionally designed to be simple and predictable. They are typically based on:
Most renewals are:
Exact terms are always confirmed in advance.
Why This Benefits Brands
This approach allows brands to:
Keep high-performing ads live without interruption Avoid reshooting successful creatives unnecessarily Extend the lifespan of proven assets Maintain legal clarity across campaigns Control costs by renewing only what performs
Rather than locking brands into perpetual usage upfront, renewals reward performance.
What Happens at Expiry
Before usage expires:
If usage is no longer required, nothing needs to be renewed.
Bottom Line
Renewals and extensions are not penalties — they are performance signals. They exist because the imagery is working.
This system ensures:
1). Included License (Standard Retainer)Unless otherwise stated, the following usage is included:
Brand-owned digital channels Websites & e-commerce Organic social media Email marketing Investor decks & internal presentations
Territory: Worldwide
Duration: Duration of the retainer + 12 months
Exclusions: Paid advertising, print, broadcast
2. Paid Advertising License (Add-On)
Required for:
Pricing Guideline: +25% – 50% of monthly retainer fee (depending on scope)
3. Print & Out-of-Home License
Includes:
Pricing Guideline: Project-based or +30% – 100% of creative fee
4. Exclusivity (Optional)
Category exclusivity prevents Photographer from working with competing brands.
Typical Term: 3–12 months
Pricing: Quoted separately
5. Copyright
All copyrights remain the sole property of the Photographer. No transfer of ownership is implied or granted unless expressly stated in writing.
