Media Buying

Buying places for outdoor advertising

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.

Buying advertising space in the press

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.

Buying airtime on the radio

Advertising on the radio is calculated in minutes. The prime time for advertising on the radio, unlike television, is the morning.

Buying airtime on television

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.

Buying advertising space on the Internet

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.

Stages Of Media Buying

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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.

  1. Identify Target Audience, and Decide How to Reach It
  2. Research Competitors
  3. Design Media Buying Strategy
  4. Choose Media Outlets, and Negotiate the Price
  5. Allocate the Budget, and Plan the Campaign Execution
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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.

  1. Ensure Media Delivery
  2. Respond to Customer Behavior or Competitor Activities
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Post-launch Reflections

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.

  1. Analyze the Effectiveness of the Campaign
  2. Collect Data, and Draw Insights
  3. Opt for Digital Media

Benefits of media buying:

  1. Clear planning of sales volumes for advertising space.
  2. Activate sales of advertising space.
  3. Optimization of financial flows.
  4. Media buying is the best way to advertise your product.

Disadvantages of media buying:

  1. The risk of no sale previously purchased advertising space.
  2. The close connection between mass media and media buyers, that means an image of media buyer depends on mass media and vice versa.
  3. Underdevelopment of the sphere of media buying.
  4. Monopoly in advertising.

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