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Media Buying

Media Buying

As much as the creativity and the content of the promotional matter, equally important is the medium through which the audience will receive the message designed to target them. The brands might put their heart and soul in designing a perfect brand message but until and unless it is delivered through the right media buying vehicle, it might not reap the desired results.

What is Media Buying?

What are the core decisions taken under media buying agencies?

Analyzing and identifying the right media:

There are numerous media channels available in the market but the task is to select the media vehicle that will take the brand’s advertising campaign to maximum audience. Therefore, during the top media buying services process the team analysis the advantages and disadvantages of various media vehicles. Then either one or media mix is selected that fit their budget.

Booking the ad space:

Once the media is finalized, the next decision is to be taken is regarding the time and frequency with which the ad will be displayed in the media. Booking the ad space needs careful understanding of the slot division of the media, the nature of the media and the demand of the media. For instance if a brand wishes to run their advertisement on a news channel than it will have to choose between slots such as morning news bulletin, afternoon news or prime time news. Similarly, the nature of the media also matters, in electronic media the time duration of the ad and the frequency will cost you differently than the non-electronic media like print or hoarding ad.

Negotiating the ad space for money and value:

The competition to grab the most profitable ad space is high and so is its cost. Once the ad space is finalized, the online media buying team try to negotiate with the media vendors for cost of the space. The negotiation involves, briefing the media vendor about the objective of the ad campaign, the media channels decided to achieve the same, taking suggestions from the media vendors for best media options and lastly finalizing the cost of advertising space and time that suits your budget. The final call over the ad space cost is taken when the client is assured that the selected media will reap the best value for the money invested in buying the advertising space.

Tracking and measuring the advertising campaign:

The final task is to track the performance of the advertising campaign. One needs to measure that the ad space and time bought is generating the results as expected or need some changes.

Why media buying services is a crucial process for an effective advertising campaign?

What are the significant steps involved in media buying?

Step 1: Media selection and planning

Step 2:  Finding best media vendors

Step 3: Pricing and Negotiation

Step 4: Closing the deal and accountability

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