When it comes to
targeting the right audiences to promote a product or services, the role of
media planning and buying becomes crucial than ever. Want to know how? Here is
a post that delves deeper into this topic and exhibits some valuable insights
for branding and marketing people.
What is media
buying?
Media buying is
a subcategory of advertising. Its primary purpose is to determine appropriate
avenues, placements, and epochs to run a product ad in order to improvise the
campaign’s reach and effectiveness. This is done by decoding a brand’s
ecosystem and select media channels that carry the potential to garner optimum
results out of advertising efforts. Put simply, media buying aims to target a
bigger section of the audience to make the ad visible, therefore, lowering cost
per action.
Media buying
encompasses advertising on both conventional advertising channels like TV,
Radio, Newspaper, Billboards, as well as digital platforms like social media,
website, YouTube, Instagram, and others.
In most
scenarios, Media buying experts manage the media buying chores to complement
the ad context with the chosen medium. For instance, an experts may pick a
trending story on top 10 split air conditioners in India and plan an
advertisement next to it to augment its reach. Along with this, they also
endeavor to educate their consumers and enable their discovery of new goods or
brands. This is usually done by media buying agencies. Overall, a media
planning and buying agency in Delhi or a performance marketing agency in Delhi would
enable marketers to achieve optimal reach among relevant audiences by combining
both advertising and digital marketing.
Media buyers work
in close coordination with media planners to develop a full-proof media plan,
which highlights the objectives and elements of an advertising campaign. Media
buyers often also negotiate with media outlets or advertising channels to
secure placements at a desired time and frequency, adhering to the campaign
budget parameters.
The
importance of media buying
Since a smartly
chosen media platform has a big say in a campaign's success, the role of media
buying becomes crucial than ever. Ads should be shown on the appropriate
channels, at the right time and with the right frequency to give the desired
exposure to the running ad. Choosing relevant language and images is one part
of an advertising campaign. Media buyers also manage and run advertisements
across different media avenues, using both conventional and digital media to
deliver the best outcomes. Some of these avenues are TV, radio, social media,
Amazon display advertising, etc.
Media outlets or
channels get into close discussion with media buyers to ensure that the ad
delivers the best possible performance according to the defined campaign
objectives. Some major activities of a media planning and buying agency in
Delhi are:
·
Find the ideal media channels
and location for ad placement
· Devise proven media strategies
to deliver optimum ad performance in terms of impressions and conversions
·
Get value-driven impressions
without incurring more cost
·
Keep a check on the advertising
budget
·
Negotiate with media houses
How media
planning and media buying are different from each other?
Media planning
is the initial step in the media buying process. In general, it defines a road
map for media buyers as they negotiate with media houses to ensure remarkable
ad placements. Prior to the buying and placement of advertisements, marketers get
into media planning, a research-based strategy process, in order to evaluate
efficacy and optimize return on investment (ROI).
On the other
hand, media buying refers to the process of buying media according to the
guidelines or agenda set during the media planning process. Without adequate
media planning, media buyers would not have any roadmap to work on, which might
lead to undesired outcomes. Implementing the media strategy involves buying the
perfect amalgamation of media to drive success of the advertising campaign.
There are
primarily 3 ways to buy media – Direct, Network, and Programmatic.
The
Conclusion
Be it a short-term advertising campaign or an
extensive one, advertising campaigns tend to product remarkable outcomes when
media planning and buying is done is stupendous manner. This is why experts
recommend choosing a reliable media planning and buying agency which has
several years of experience in the relevant domain.