Luis-Johnson
Written by Luis Johnson

A GUIDE TO MEDIA PLANNING AND MEDIA BUYING

Media Buying

Over the next few years, global spending on digital advertising is estimated to approach $330 billion. Companies rely on media planning and media acquisition to make proper judgments when it comes to getting a message across. A big part of media buying is finding places and times to place ads. While the media acquisition process includes strategic thinking, most of the strategic thinking that goes into an advertising campaign is part of the media planning phase. 

There are inherent issues with buying digital media, such as brand security and fraud. Media buyers must make decisions that lead to more effective advertising channels, timing, and pricing. Purchasing digital media is more expensive than purchasing traditional media. Still, there are numerous advantages to purchasing digital media rather than going through the traditional media purchasing process of contacting individual TV stations, billboard owners, and more. Automating and optimizing online advertising operations using programmatic media buying is a form of digital advertising. In the world of ad platforms, an on-demand platform (DSP) is software that allows media buyers to purchase ad impressions on many ad exchanges.

To better target their ads, DSPs can partner with third-party data providers. Without media preparation, your message will not reach as many people as it could. Media planners examine the market to determine which target audience to focus on. They must also submit a budget and work within that budget to define their mission. The overall goal of media planning is to strategize for success.

B2C (Business-to-Consumer) and B2B (Business-to-Business) media buying and planning are two independent aspects of the advertising puzzle. The media planner’s responsibility is to develop a campaign that produces a positive return on the company’s investment. They need to have a solid awareness of the current state of advertising to make strategic plans. Both processes must be integrated into a successful advertising campaign. You’re not likely to optimize your spending if you skip the planning stage and head straight for the purchase.

What is media buying

What is media buying
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Media buying is a method of quickly and widely spreading a brand message. It entails prudent brand management and negotiations to maximize a company’s advertising spend. You will learn how to organize your media buying strategy with this tutorial. Like investing in real estate, media buying involves hiring a company to negotiate the best terms on various media types of “real estate.” The media acquisition process starts with outlining your goals with your advertising strategy. Next, media buyers use the media planning team’s estimates of audience preferences and marketing goals to manage media buying.

Depending on the type of advertising channel, there are several best practices you should follow. Buying and selling digital ads directly with ad buyers and publishers is known as direct media buying. The brand designates the target population, budgets for cost-per-click, and lets artificial intelligence take care of the rest. Full-service media buying involves working with a third-party company to execute your media buying strategy. To better understand the target customer, the market research department will define marketing goals and budget.

When media planners have information about who the key sales executives are, buyers use that to figure out how to connect with them, negotiate placement, and set a price and deadline. Advertising purchases can involve much more than just paying for advertising space. It is necessary to cultivate deep personal connections with the media to ensure the widest reach, maximize conversions, and therefore optimize ROI. Marketing through programmatic media acquisition offers brands the option to be creative, tactical and dynamic in a variety of ways. Before discovering your long-term and short-term goals, ask yourself what your goals are. If you want to increase brand awareness, would you like to increase sales?

If you employ a white-label DSP, you’ll have a better opportunity for branded ads with less expense if you handle things directly with publishers. The best way to get a deeper understanding of the quality of your conversions is to apply real-time analytics. For your first campaign, select the platform that best fits your creative needs. Next, you should use a good customer relationship management (CRM) system and media buying platforms in order to build a strong customer relationship.

While you don’t need to know exactly what you want to achieve or how you can implement change, don’t be afraid to ask. To ensure a return on your investment, find the channels that will most benefit your industry and type of business. Before launching a campaign, use A/B testing to evaluate banner designs and determine which is best. Please be patient and avoid altering or removing your advertising yourself. Don’t let an attractive reward bewitch you; the return will almost always be significantly greater than the investment.

You will be able to locate a media buying partner who has extensive industry knowledge and can offer various media buying services, both online and offline. In other words, you can bring your own method programmed in-house, implementing it with a self-service DSP or white label. Then, run, track and improve your ad activity with Epom’s robust ad management platform without a hitch!

Understanding of media planning

Understanding of media planning
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Media planning and media purchase must be treated as two separate but interdependent tasks to create a media plan. To save time and money, identify, plan, trade, buy, monitor, and analyze your advertising campaigns. Thanks to the Internet, access to much information on where to start and best practices is always available. A media planner is tasked with finding and negotiating space in a media to buy advertising.

A media planner will start by working closely with a company or brand to identify its key marketing goals and objectives. Then, they will do an in-depth analysis of the target audience. Once here, the focus is on media goals and budget optimization. Secondary, behind-the-scenes process in which an individual or organization discovers and negotiates media acquisitions. Automation or manual manipulation of this method depends on goals, preference, audience, budget, etc. The process of taking the strategy off the page and out into the world is known as media buying. 

Relationships with media providers must be built and nurtured by media buyers (editors and channel owners). The media buyer is responsible for ensuring that ad space is guaranteed, even if it uses a budget slightly above or below the initially requested amount. First, when the team’s head coach asks you what you want to see from your team this year, you respond, “What I’d like to see is a winning season!” He then develops a game plan that he believes will give his team a competitive advantage. The media planning stage is now complete, and it’s time for Team A to put the pieces into action.

 The claim that one campaign succeeds and another fails is not always true. No, the other side is not trying to fight their advertising campaign (shown by the soccer ball). Instead, as if both teams were running for their ball, you can see that they were both trying to reach the goal zone. The process of finding the ideal customers who should receive a marketing message is known as targeting. 

This type of digital advertising is sometimes known as automatic bidding (or programmatic media buying). Manual bidding: Use a computer to manually adjust your bid on individual ad sets based on several different criteria, such as keyword performance, engagement, or cost. Ad impressions (views) can be sold through an ad exchange platform that accepts real-time bidding. To better understand customer media usage, we recommend these additional resources: ITU is the world leader in digital device usage and trend measurement.

 Nielsen is a vast database that contains information about the entire world as well as individual countries. Social media statistics about social media usage. Knowledge of Internet usage and advertising spending by country is provided by Score. IAB Survey – Use to report how Internet advertising markets in the US, UK, and Europe have fared in recent years. Automation is accelerating and is here to stay, according to co-founder Alexander Högman. That’s right. Based on the report’s findings, it is estimated that most marketing departments have already moved to automated systems rather than working with Excel spreadsheets.

Buying and Buying

Buying and Buying.
Source: Getty Images

 

Many areas, topics, and nuances exist in the marketing and advertising industry. Media planning and media purchase must be treated as two separate but interdependent tasks to create a media plan. To save time and money, identify, plan, trade, buy, monitor and analyze your advertising campaigns. Access to abundant information on where to start and best practices is always available, thanks to the Internet. A media planner is tasked with finding and negotiating space in a media to buy advertising.

A media planner will start by working closely with a company or brand to identify their key marketing goals and objectives. Then, they will do an in-depth analysis of the target audience. Once here, the focus is on media goals and budget optimization. Secondary, behind-the-scenes process in which an individual or organization discovers and negotiates media acquisitions. Automation or manual manipulation of this method depends on goals, preference, audience, budget, etc. The process of taking the strategy off the page and out into the world is known as media buying.

Relationships with media providers must be built and nurtured by media buyers (editors and channel owners). The media buyer is responsible for ensuring that ad space is guaranteed, even if it means using a budget slightly above or below the original requested amount. Like a football game, the media planning and buying process has five steps. When the team’s head coach asks you what you want to see from your team this year, you respond, “What I’d like to see is a winning season!” He then develops a game plan that he believes will give his team a competitive advantage. The media planning stage is now complete and it’s time for Team A to put the pieces into action.

The claim that one campaign succeeds and another fails is not always true. No, the other side is not trying to fight their advertising campaign (which was shown by the soccer ball). As if both teams were running for their own ball, you can see that they were both trying to reach the goal zone. The process of finding the ideal customers who should receive a marketing message is known as targeting.

Buying and Buying Media
Source: Getty Images

This type of digital advertising is sometimes known as automatic bidding (or programmatic media buying). Manual bidding: Use a computer to manually adjust your bid on individual ad sets based on several different criteria, such as keyword performance, engagement, or cost. Ad impressions (views) can be sold through an ad exchange platform that accepts real-time bidding. To better understand customer media usage, we recommend these additional resources: ITU is the world leader in digital device usage and trend measurement.

Nielsen is a vast database that contains information about the entire world as well as individual countries. Social media statistics about social media usage. A knowledge of Internet usage and advertising spending by country is provided by Score. IAB Survey – Use to report how Internet advertising markets in the US, UK and Europe have fared in recent years. Predicted by Phil Gaughran, McGarryBowen’s director of US integration, by 2022, 80% of the advertising process will be automated. Automation is accelerating and is here to stay, according to co-founder Alexander Högman. That’s right. Based on the report’s findings, it is estimated that most marketing departments have already moved to automated systems rather than working with Excel spreadsheets.

WHAT IS MEDIA BUYING? 

WHAT IS MEDIA BUYING? 
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Media buying is the process of negotiating and buying advertising space in media that include television, radio, magazines, newspapers and the Internet. Media buying is how companies present their products or services to potential customers. Media buying is important because it ensures that the media in which your product or service is covered are trustworthy. Media buy agreements are divided, and there are many different ways companies can place ads. Lead generation is a form of media buying where you go to a media outlet and tell them what your product is. The ad will then be placed near where a person would normally see the ad. a form of media buying where you go to a media outlet and tell them what your product is.

Media buyers work closely with the advertising agencies and the customer (the person, company, or organization that is paying for advertising) to determine which media will work best for the customer’s message. Media buying is how companies present their products or services to potential customers.

Buying media is important because it ensures that your advertising reach is as wide as possible. You can get a really good idea of ​​the media’s reach when you see the number of people online who are also reading your publication. If the same article were published in a newspaper, this number would likely be much lower. In the United States, the commercial press is highly regulated and not exactly in the business of distributing ads to people interested in seeing other things. A local newspaper ad. If you’re local, the newspaper can not only run the ad, but also print it on the same page as the comics and the weather. In smaller markets, the ad might even be placed on a side page of the newspaper.

How does media buying work?

How does media buying work?
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Many successful marketing campaigns use catchy slogans as only part of the equation. To execute successful marketing initiatives, your organization must have an effective and well-defined message strategy. Advertising space on relevant channels is acquired through media buying, a procedure used in paid marketing, to target and acquire ads at the best time. Media planning aims to reach the population, conduct market research, set a budget, and develop short- and long-term goals. An influential relationship with media owners, which results in more reach and less investment, can be created by media buying teams.

Because media buyers know where their advertising dollars should be spent and which channels tend to generate the most interaction, media buyers are better positioned to optimize and acquire advertising channels efficiently. When negotiating price increases, companies can increase their reach or frequency while getting more value from the media channels they’ve previously worked with. Metering is one of the main issues when it comes to buying media. Contracts need to be unambiguous to ensure expectations are met. The main problem with advertising fraud is when a company pays for ads on a fraudulent website or when organizations are forced to pay more for ads due to impressions/clicks obtained via bots.

When you figure out how much you’re willing to spend and where you might be willing to make concessions for premium locations, you’ll know how much to bid for the best positions. Plan ahead considering the various filters you’d like your leads to go through before trading begins. To request value-added features such as banner ads for an email campaign or an extra stream of a radio commercial, ask for them when trading. If you find a publisher is fully booked or beyond its price range, plan and find another option. Many types of trading methods are used; however, integrative trading is the most used strategy in media buying.

Commitment between both parties and working together to achieve a mutually beneficial outcome are essential elements of an integrative negotiation. Make sure the terms of the agreement are in writing. A well-defined set of expectations must be agreed in advance so that media buyers can easily reference them. Media buying is a type of paid marketing used in media marketing. Find and buy the right kind of advertising space on the channels that best attract your target audience for less money.

 

Media buyers are responsible for coordinating all the work required to buy media, with the assistance of the media planning team. Using media buyers efficiently, they can achieve maximum exposure for their target market. Media planning aims to reach the population, conduct market research, set a budget, and develop short- and long-term goals. Media buyers fulfill their responsibilities in executing the media plan, ensuring the right commercials are placed in the right channels. By leveraging relationships with media owners, media buying specialists can increase the overall reach of their media, using less money.

Increased conversions and increased ROI are possible thanks to this feature. In the modern world of media buying, there’s no question where to spend your money on advertising and which channel produces the most interaction. Media buyers stay up-to-date on current events and trends (such as the Olympics or political campaigns) to understand when and where ads can be used. When it comes to ad serving, the company actively negotiates the contract to ensure that the ads are delivered as promised. In contrast to display ads, which publishers can manually approve or reject, mobile traffic is less discriminatory, which increases the risk of advertising fraud.

In this profession, the most crucial duty of a media buyer is to ensure that their customers get the most value possible for the advertising space they purchase. When engaging with media companies, some bargaining tips should be remembered. It is highly recommended to have a backup plan in case you find a publisher or company that is fully booked or out of your price range. Many types of trading methods are used; however, in media buying, integrative trading is the most used strategy.

Asking for value additions when negotiating is good practice. Write and sign! Make sure the terms of the agreement are in writing. A well-defined set of expectations must be agreed in advance so that media buyers can easily reference them.

Conclusion

Conclusion Media Buy
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Media buying is a huge industry, with thousands of individuals and companies working in this field. With all these companies, one might wonder which one is the best to put in context; there are about 50 media buying companies in the US and more than 1,300 in the world. To understand the perspective of the various companies we studied, we also consider their size and scale, niche focus, history, diversity of products and services, market share, and industry experience. There are thousands of different types of businesses that need media buying services.