Media buying is a wholesale purchase of all possible advertising space for its further realization. Media buying services are provided by buying agencies (media buyers), as well as local or national advertising agencies. Media buyer must be a specialist in the field of advertising, know all the details of his business and skillfully combine all types of media buying to achieve the maximum effect of the customer's advertising campaign. Customers of the buying agencies can be direct advertisers or advertising agencies.
Buying agencies are purchasing billboards, places for promotion ads and other public places. The price of outdoor advertising depends on the material, location of the ad and design.
Buyers purchase places reserved for advertising, on the pages of newspapers, magazines and sell them to customers in parts. The cost of advertising space in the press depends on the following factors: region, circulation, target audience, the number of readers of a newspaper or magazine.
Advertising on the radio is calculated in minutes. The prime time for advertising on the radio, unlike television, is the morning.
One of the most complex and most popular types of buying. There are two ways to pay: pay for 1-minute airtime or pay for ratings. The first option depends on the prime time, the TV channel rating, the target audience and the broadcast time. Often, TV channels provide privileges to the buyers for the wholesale purchase of airtime.
With the growth of online advertising activity, the branch of this kind of buying has grown. Online buying is most rapidly developing in our time. Bans are buying space on online resources for placing banners of companies.
The price for this type of buying can be calculated on the basis of many factors: the placement period (day, week), the number of transitions, the number of impressions. The cost of advertising in online resources depends on the popularity of the resource and the target audience.
If you are interested in such a kind of advertising, I would recommend you to pay attention to some advertising company.
Advertising decisions are not made overnight. In fact, the stage of meticulous preparation is the most time-consuming and presupposes in-depth research and careful planning. In the pre-launch phase, the media buyer considers and makes relevant media choices. The core focus is to ensure that the chosen media outlets fit advertising objectives.
During the launch phase, the main responsibility of the media buyer is to ensure effective media delivery and constant monitoring of the campaign performance.
At this stage, it is crucial to analyze what works and what doesn't and, based on those insights, make further decisions.
The post-campaign stage is a time to reflect and think about the good, the bad and the ugly of the advertising campaign in terms of delivery, media space, return on investment, customer engagement and overall performance.
