Media Buying

Media buying is an essential part of a successful marketing strategy. It involves purchasing ad space across various platforms and channels to reach a target audience and achieve specific advertising goals.

In today's digital age, there are countless options for advertising, from traditional media such as television and radio, to digital platforms like Google, Facebook, and YouTube. With so many choices, it can be difficult to know where to start and how to effectively reach your target audience.

That's where media buying comes in. A media buying agency or team has the experience and expertise to research and identify the most effective channels and platforms for your business. They can also negotiate rates and purchase ad space on your behalf, as well as manage and optimize your campaigns for maximum results.

One important aspect of media buying is the use of data and technology. Programmatic advertising, for example, uses advanced algorithms to target specific audiences and deliver highly-effective, data-driven campaigns.

The Media Buying Process

1. Set the Budget: Guaranteed Inventory and Non-Guaranteed Inventory-Time to break out the piggy bank and decide how much dough you're willing to dish out. But don't worry, you'll get more bang for your buck if you opt for the non-guaranteed inventory!
2. Send Requests for Proposals (RFP’s) - Time to shoot your shot and send RFP's to your desired media outlets. Choose the best mix of outlets that will knock your advertising goals out of the park!
3. Finalize the Insertion Order (IO) - It's time to seal the deal and lock in your media order by submitting an Insertion Order (IO) to your chosen media outlets.
4. Send the Creative to the Media Outlets - Double check that each ad is properly sized for each outlet’s specifications and send your ad creative to your chosen media outlets.
5. Launch the Campaign - Hold onto your seats, it's time to launch! Make sure you've got the right tools in place to measure your results and watch your campaign soar!
6. Continuous Measurement and Optimization - Keep an eye on your campaign's KPIs on both the media outlet and internally to ensure you’re getting the best results possible.
7. Reconcile Ad Spending with Original Budget - Time to check your ad spending against your original budget and see where you stand.
8. Reconcile Costs and Negotiate “Make-Goods” on Underperforming Ads - If any of your ads are underperforming, reconcile those costs with your original budget and negotiate “make-goods” to give them the boost they need!