Media buying is a process used in paid marketing efforts. The goal is to identify and purchase ad space on channels that are relevant to the target audience at the optimal time, for the least amount of money. Media buying is a process relevant to both traditional marketing channels (television, radio, print) and digital channels (websites, social media, streaming). When done effectively, media buyers achieve maximum exposure among their target market for the least amount of spend.
Media buyers oversee the media buying process, with input from the media planning team. With an understanding of marketing goals and target audience preferences given by the media planning team, media buyers execute the actual purchase of the advertisement space. A huge part of the media buyer position is negotiating with the sites, networks, and other channels they want ads to appear on. They must ensure they are purchasing the correct placements at the correct times, for the correct duration, all within strict budgets.
Effective media buying goes far beyond the actual transaction of money for ad space. Media buying teams can create impactful relationships with media owners that result in greater reach with less investment. This enables marketing teams to increase conversions and demonstrate high ROI to clients and stakeholders.
As with all marketing initiatives, investing in experienced media buying teams and processes means demonstrating value. To do this, media buying teams need analytical capabilities that allow them to attribute conversions and KPIs back to a specific ad. They also need access to real-time metrics in order to make in-campaign updates to ads that are underperforming. The top challenges when it comes to media buying are:
The most important role of a media buyer is that of the negotiator - this ensures that clients are getting the most value for the ad space they purchase. This means working with media companies, leveraging best practices on how to get the most return for an ad placement, and developing specific contracts. As media buyers execute on media plans, there are a few negotiating tips they should keep in mind.
Media buying is highly nuanced, with a lot of pressure placed on acquiring the optimal ad placement for customer experience and conversion. By staying abreast of top media buying strategies and negotiation tactics, media teams can better optimize spend and strategy.
By strategically placing ads, they help companies reach their target audience in the most effective and cost-efficient manner. The media buyer negotiates rates and placement positions with publishers or ad networks that align with the business objectives and budget of their clients. For effective advertising campaigns, media buyers work with copywriters, art directors, and account managers in advertising agencies or in-house marketing departments. Additionally, they monitor and analyze the effectiveness and ROI of ads.
Starting with a smaller team you will be working closely with team members as well as cross-functionally. Collaborative on how to create other forms of buying outside of the typical digital market similar to media buying.
Answering these questions will help determine the best course of action for your current hiring need. Fortunately, various great options exist for every scenario, no matter how unique. When hiring a media buyer, we recommend the following options:
A company website posting should be the first step in notifying prospective candidates that you are hiring. Social media can also be a powerful tool for spreading the word about your new opening. As far as exposure is concerned, this option can be as good as some job boards when you have a large enough following across various platforms, like LinkedIn, Instagram, Facebook, TikTok, and Twitter.
The Reach and Frequency tool is ideal for optimizing toward the brand awareness objective. If your goal is to showcase a new product or get your name out there in the social space, this buying method gives you the advantage of predictable delivery to a predetermined audience. If you place an ad in the Facebook auction, you run the risk of paying more money to get your ad in front of fewer people. With the Reach and Frequency tool, you can determine exactly how much your ad will cost to be served to a certain number of people.
We recommend buying through both the Auction and Reach and Frequency tools when promoting content on Facebook and Instagram. If males 35-44 are the best responding demographic within your Page Post Engagement campaign, you can use the Reach and Frequency tool to saturate that specific market with your message. The two buying types work can work hand in hand.
Media buying is the process of purchasing ad space and time on digital and offline platforms, such as websites, YouTube, radio, and TV. A media buyer is also responsible for negotiating with publishers for ad inventory, managing budgets, and optimizing ads to improve campaign performance.
It's not like social media where users come and find you. It's an outbound strategy that is only effective if you have a well thought-out strategy. Rex Gelb, director of advertising and analytics at HubSpot, says one of the biggest mistakes brands make is not thinking through their marketing goals.
\"Some ad placements might be good for one set of goals, but bad for another. Let's say you're an airline and your focus is impressions and awareness, rather than an immediate sale, you can buy a placement that is known to get cheap impressions,\" he said.
Media buying and media planning fall into the same category but are two different processes. While media buying focuses on getting the most impressions from the right audience at the lowest cost, media planning focuses on the strategy behind the campaign.
During the planning phase, you determine what media will be most effective to reach a particular audience. So once media planning is complete, media buying follows. It's also important to note that media planning isn't solely for advertising, it's for any media a brand puts out there.
With digital media buying, or programmatic buying, buying impressions is automated. The negotiation still technically happens but it's done at a much quicker rate through open and private marketplaces.
So what about ad networks Well those platforms aggregate ad inventory from various publishers and match them to advertisers' needs, serving as intermediaries. Think Google Adsense and Facebook Audience Network.
Digital media buying can be more cost-effective and allow teams to focus on ad performance instead of back-and-forth negotiations. However, with the latest restrictions on cookies and Apple's AppTrackingTransparency (ATT) rollout on iOS 14, it's unclear how that will affect the media buying space.
Using the same vegan dessert company, let's say they launched an ad campaign through Google's ad network. They are using two static image ads and one video ad. After one week, they notice that the video ad is significantly outperforming the banner ads. The media buyer can decide to reallocate funds to that ad type and placement as it is generating better results.
A media buyer's job is to maximize ad potential while staying within the budget. As such, if the ad isn't delivering on expectations, adjustments can and should be made during the length of the campaign.
Inside the Google Marketing Platform, you'll find Display & Video 360. Originally DoubleClick Bid Management, DV360 integrates seamlessly with Google Analytics and other Google products. So, if your team is already using those tools, this may be the right media buying tool for you.
When buying media, no ad placement is accidental. It does involve some trial and error as you get started and the optimization process will last throughout the campaign. However, once you have a strategy to follow and an intuitive platform to track performance, this will result in effective ads that meet your marketing objectives.
Driving the news: Meta said last week it would ban ads from Russian state media and stop recommending content from such outlets. But that hasn't stopped countries close to Moscow, like China, from using their state channels to buy ads pushing a pro-Russian line.
Details: China Global TV Network, a China state-controlled outlet with nearly 118 million followers on Facebook and 2.4 million on Instagram, placed at least 21 advertisements on Facebook this month, most featuring newscasts about the war or media briefings from Chinese officials.
State of play: China's domestic media have supported Russia's propaganda about the war and systematically amplified pro-Putin talking points, Axios' Bethany Allen-Ebrahimian previously reported.
What they're saying: While Meta is protecting U.S. users from state-sponsored media disinformation, the rest of the world deserves similar protections from known bad actors like China's state media, Laura Edelson, an online disinformation expert who is a Ph.D. candidate in computer science at New York University, told Axios.
Facebook works off of an objective buying bid model, so whatever it is that you want to actually achieve you can be very specific about it and Facebook will pursue that objective within your target audience. Do you want video views They will get it. Do you want offer claims They will get it. Site visits, site engagements. Do you want app downloads Do you want app engagement do you want people to attend an invite to an event These are all very specific objectives that you can set out in the Facebook ad buying tool.
This module teaches you how to create an all-encompassing social media marketing strategy. It starts by providing best practices for planning and conducting research into your strategy, and covers topics such as owned research, accessed research, desk research, audience research, competitor research, and social listening. You learn how to set measurable objectives and KPIs for your strategy, and how to analyze and track your activities. Finally, you learn how to build and execute your strategy, and how to measure its impact and performance. 59ce067264