LEVERAGE ALL BUYING
CHANNELS TO EXPAND
REACH & INCREASE ROI

Media buying is the process of purchasing a share of media space from any digital channel for a specific time to run advertising campaigns for a targeted audience.

This process includes tracking campaign performance and making adjustments accordingly to improve its effectiveness. The primary objective of media buying is to spread brand awareness through advertising to the right audience, in the right format, and at the right time.

One of the main benefits of media buying is its impact on advertising campaign success, due to the platforms, placements, and times for the ads to be displayed. Here are some of the other main reasons why media buying is important:

1. Targeting potential customers at the right time and place, allows companies to get the best possible campaign results against their budget.
2. Make sure advertisements are placed at the best possible locations as this will allow the brands to stand out from the competition.
3. Receive impressions that add value at no extra cost. This will increase the campaign's effectiveness, as the brand will get additional digital impressions than the number expected from its running ads.

Media buyers work with media planners to make the best purchase decisions.

The main difference between the two is that media planners select the media that would be used to meet the client’s marketing objectives. Whereas, media buyers negotiate the best media rates and purchase the media.

Here are the three main types of media buying:

1. Direct Buy Purchase inventory from a channel without an arbitrator to bargain ad rates and run times for the campaign display on a single site.
2. Network Buy Bidding and purchasing ad space through demand-side platforms and supply-side platforms. Advertisements are dispersed across a network using AI and algorithms to match consumer profiles.
3. Self-serve Ad Buy Self-service means running media buying in-house. Advertisers will have everything they need to execute, manage, and evaluate their ad campaigns. This will ultimately save time and money.

The first step of the media buying process consists of determining a clear goal or objective. After you have done that, the next five steps of the media buying process include:

1. Media Planning: In this stage, a budget is set, a target audience is identified, and essential KPIs for the media buying campaign are decided.
2. Media Buying: In this stage, the ideal channels and placements for the ads to be shown are chosen, as well as the campaign’s run timeframe.
3. Media Placement: This is the main part of the whole process. In this step, the negotiation with publishers or bidding for inventory by the chosen media buying software occurs.
4. Data Collection: After acquiring the intended ad space, the media buying software collects the publisher’s data to track the performance of the running campaigns.
5. Data Analysis & Optimization: In the final step, the brand’s media buying team collects campaign reports and examines the available data to optimize the performance of the ads.

The following are often the main challenges that businesses face during the media buying process:

1. Optimizing ads during the campaign. Most marketing results are not available until the campaign is over, which means it is too late to make changes to the campaign.
2. Media buyers must have access to the results of active campaigns in real-time so that they can optimize their budgets accordingly.
3. Brands must partner with a trusted expert buyer that has strong relationships with outlets and publishers to successfully place, buy, and adjust the ad to avoid placing ads on fraudulent websites.
4. Contract negotiation can prove to be a challenging task in media buying. Media buyers must ensure that everything discussed is laid out in the contract to ensure specified goals are satisfied.

You should consider our customized digital media flannel and buying services because we understand your audience better than anyone, create user journeys specifically to leave a lasting online presence, and allow you to reach your objectives easily.