Strategies for Effective Media Planning & Buying in the Digital Age

by Aarya Communications Branding Solutions

Media planning and buying has undergone a sea change today in multiple terms all thanks to the digital and technological development. Digital marketing also came in alongside social media which has helped brands to target their audience in a stronger way. Moreover, targeted media buying was also made possible by the digital evolution. In this blog, you will know more about how media planning and buying is done and strategies for effective media planning and buying.

What Is Media Planning & Buying And How Is It Done?

Media planning refers to selection of appropriate media channels to reach out to the intended audience. Media buying refers to securing spaces and time across the decided channels or media outlets in a cost-effective manner. It also involves negotiation of spaces and monitoring results of the ads. These are the steps involved in media planning and buying and a media buying services agency in Delhi can assist you with the same:

· Identification of target audience – The media planning and buying team first identifies the target audience through detailed market research. That helps in the identification of the interests, requirements, and preferences of your said audience.

· Identification of receptive period – This step is nothing but identifying the period as to when your target audience is the most attentive and receptive in.

· Delivering user-oriented content – This is the time when the brand has to deliver the targeted message which would drive or motivate the user to buy the company’s product or service.

· Ad placement testing – At this stage the media planners and buyers carry out testing of the content to check which parts are working and which aren’t. Improvement and refining of the message are also done at this point.

Vital aspects of media planning

Listed below are some vital aspects of media planning that are taken into consideration by the media planning and buying team while working on campaigns:

· Market research – A detailed market research enables the appropriate selection of marketing channels based on consumer behavior, competitor analysis and market trends.

· Profiling of audience – It is important to do audience profiling based on demographics and behavioral factors.

· Media mix – Media planners decide on the perfect combination of marketing channels available including television, radio, print, and social media that’ll fulfil the campaign goals and help the target audience relate with.

· Allocation of budget – The budget needs to be discussed by media planners and buyers alongside the marketing team. So that maximum impact is achieved within the limited budgets.

Vital aspects of media buying

These are some vital aspects of media buying that are studied closely by the media buyers and planners:

· Ad placement – Media buyers also need to make sure the ads get the best and strategic spot across the selected marketing channels. This ensures highest visibility, engagement, and impact.

· Financial resource management – Media buyers have to ensure that they work within the budget and make sure that the resources are used for achieving the best impact.

· Negotiation and procurement – Media buyers need to use their negotiation skills to secure the best spots and marketing spaces for the ad.

· Ad trafficking – It is also the responsibility of media buyers to provide media outlets with the content and creatives to be displayed in the ads.

Strategies for Effective Media Planning & Buying

· The art of audience targeting

Audience targeting is the practice of deciding who the audience is and what the media channels that they use are. It is important to create appropriate user personas using the correct parameters for the same. Marketers develop fictional representations of their intended audience which then helps them decide the correct marketing platform. Tools such as Google Analytics, Webmaster, Clarity by Microsoft etc. can help develop user personas using data such as gender, buying preferences, occupation, hobbies, financial status, location, and multiple other parameters. Social media platforms also offer tools and services to further segment their customers’ demographic data for even more precise results.

· Appropriate media channel selection

Online and traditional media channels are used by media planners for releasing content and messages of brands. Hence, it is very crucial to select the most appropriate media channels depending on age, gender, and other relevant demographic factors of the users. Selecting specific channels that are used by the users to a larger extent are necessary for better results and reception of the intended audience. For instance, a business-to-business message will be more relevant for LinkedIn users than to someone present on Snapchat or Reddit.

· Using the correct scheduling

The success of a media campaign also depends on an important factor: the correct scheduling of the brand’s message. Once the scheduling is done and timelines are established, the other aspects of the campaign can be worked on.

· Drafting of platform-specific content

Every media channel including Facebook, Instagram, Twitter, LinkedIn, Snapchat etc. is used frequently by people of different demographics and age groups. Hence it is important to create content that resonates and suits each platform. Equal thought, creativity and strategy is necessary for drafting content that works specifically for different channels. The same message may not work for 2 different platforms. This practice ensures higher reception and engagement from the correct and intended audience.

· Real-time optimization

Media buying is not a one-time thing. It requires continual and on-going efforts involving continual analysis, testing, and modification and making necessary changes for best results. This is sure to make a lot of difference to your media campaign. Real-time optimization of the ads is necessary so that engagement and conversion rates can be mapped and increased. Real time analytics can provide insights to brands on which approach works and which needs to be excluded.

Thus, media planning and buying done using the best tactics and strategies can ensure optimum results for the brand. Effective media planning and buying can play a major role in the success of the campaign. Working with a media planning services agency in Noida can help your brand achieve the desired marketing goals and objectives in a set time.