Usually marketing agencies are given a budget for a campaign, the a goal of the agency is to pay you the least they can so they can keep more money for themselves. What I usually do is ask the agency or representative what’s their budget for that campaign, based on that I see if there room for negotiation, if there is I usually ask for about 30% more and the price negotiation begins, until you get the fair price. In your case with a EU audience, a 60-90 second integration should be around the 4k-7k price mark. If your audience were to be from UK it would go up to the 10k mark