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Media Buying is one of the key ways you can maximise the advertising of your business. Our Media Buying expert Claire Turnbull explains the importance of media buying in marketing and what you’ll need to consider when putting together a media plan…

The goal of media buying is to research and choose the right media platforms for your media campaign, to ensure that you’re getting your brand in front of the right audiences by paying for ad space across these chosen channels. To ensure your media plan is successful, you will need to do the following.

Do Your Research

There are some important tools you can use to carry out your research. These are a few I like to use:

Consider Your Strategy

Think about the questions you should be asking before you start planning the campaign. It will be hard to measure success of the campaign without these, and will ultimately help you pull together both your timeline and the plan itself.

Figure out…

Get the Media Mix Right

Typically, an advertising campaign with a good media mix could include, TV, Video on Demand, radio, press, magazines, OOH, digital display, PPC, E-marketing, direct mail and social media.  Combining these channels in a mix enables you to communicate in the most effective way to the audience.

Get the Right Message to the Right Audience

An effective media mix delivers the right message to the right audience at the lowest price and with minimal waste. If you want to reach a B2C audience across the country, you might use a media mix that includes national magazines, radio or TV. If you wanted to reach a specific group of B2B decision-makers, such as senior directors, the mix might include specialist business magazines aimed at those directors.

Your messaging needs to be carefully considered and on-point to ensure that you’re making the best of your budget.

Take Responsibility for Budget and Negotiation

A media buyer is responsible for the booking and the negotiation of price for all adverts on radio, television, print OOH and digital. Media buyers also have to ensure all media inventory (times, days, lengths and sizes of ads) are purchased within budget, which is why negotiation is very important. The primary goal is to ensure the media booked is seen by the most people possible for that target audience within budget.

Creating a Media Plan (I love a plan)

Once all of the above is in place, you can create a plan that details the best media to reach the targeted audience. It should include a budget (normally provided by the client) as well as a detailed list of media, deadlines, dates, and prices and rate card.

The elements the plan should include are;

Pricing : Contact media owners, gain trust, negotiate the best price and purchase the media.  Always ask for added value!

The Tracking: It is important to track the media during the campaign so you can make any changes if necessary.

Start Reporting

Once your campaign is finished you can report on how well the campaign went to the client. You can review which channels or media slots worked well so you can later adapt or repeat your approach for continued success.

With that, you’re on your way to understanding a little more of what goes into the complex process of media buying! Do you have any burning questions about media buying you’ve always wanted to ask us? Or any media buying tips we’ve missed?

Tweet us @NarrativeComms

This post was created on 21st January 2021
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