Media Planning And Buying Agency
To say that media buying and planning has changed in the past 20 years is an understatement. Technology has changed this essential aspect of advertising and marketing strategy as much as it has the way we shop, work and connect with others.
media planning and buying agency
While media buying has always been integrated across available channels, today the process is integrated across practices into activities that used to be considered separate. Technology has intertwined social media, blogging, PR, communications and branding such that media planning and buying must take all of them into consideration. It has also enabled targeted messaging to custom audiences at a deeper level than in the past.
As you follow up on leads and activate your sales team to close those leads into new customers, media buying and planning can help to keep your brand top of mind. Tactics that deliver value to the customer and educate them on what differentiates your brand will prove to be most successful during this stage. Those tactics may include:
OBI Creative is a full-service advertising agency, which means we have the talent and expertise to handle placements of all traditional and non-traditional media, including television, radio, audio, digital, OTT (over-the-top/streaming), social media, OOH (out-of-home) and print/publications.
Not every agency is skilled in performing effective media placements in both traditional and digital media. Thankfully, our media buying team has more than three decades of experience executing successful media buying strategy and placements.
All of our marketing services, including social media management and search engine marketing are handled in-house, which is something you want to look for should you decide to engage the services of a firm to help you with your media buying planning and digital media strategy.
All media buying efforts should be focused on increasing your conversion rate and decreasing your cost per conversion. Set SMART (specific, measurable, attainable, relevant and timely) goals at the start of your campaign to serve as benchmarks for your media buying strategy and to guide the implementation of your tactics.
Paid search campaigns generate the highest click-through rates of any digital marketing tactic, so it only makes sense to include PPC advertising as part of your media buying and planning process. A successful PPC campaign follows a three-step process:
Once your placements are made and your campaign is in full swing, your work is not done. In addition to honing your campaign efforts and making any necessary adjustments, you want to evaluate all of your media invoices and cross-check them against insertion orders to make sure you received everything you were promised during media buying negotiation.
In simple terms, media agencies are the companies responsible for overseeing the delivery of advertising campaigns by deciding where ads will appear (a process known as media planning) and then negotiating over rates with mediaowners such as broadcasters and publishers (media buying). Increasingly they are also involved in related disciplines such as product placement and sponsorship. See Advertising Industry Structure for more on media agencies. The tables below are rankings for global media networks with billings estimated by COMvergence (* excluding Dentsu Japan). See Adbrands' individual country pages (for example the US or UK) for rankings of top media agencies in local markets.
Would you rather have a heart or brain surgeon fresh out of medical school or one that has performed hundreds of procedures over the course of decades? Experienced media agencies understand not only how to plan and negotiate media, but they have proven media strategies for optimizing current campaigns or building go-to-market strategies for new clients. The expense associated with hiring a media agency is offset by a realized savings associated with getting the strategy right the first time and not learning what works over time.
2. THEY OFFER AN OUTSIDE PERSPECTIVEA media agency can offer a new perspective of your marketing objectives and strategies. Agencies are in the trenches negotiating media all the time. Being constantly in the market means a greater understanding of how media rates fluctuate daily. And because they work with multiple clients across industries and business verticals, agencies have a unique perspective on how media strategies work for different types of businesses. Their experiences help them come up with fresh ideas for tackling your biggest challenges and finding your best audiences.
Media agencies have often spent years establishing long-standing relationships with different media vendors. The right connections can offer big benefits, which media buying agencies pass along to their clients. A media buying agency can successfully access inventory from the ideal media outlets and negotiate the best rates for their clients in traditional and digital advertising media.
If you plan on buying media yourself, be prepared for a laundry list of to-dos. There is a lot more that goes into planning and buying than meets the eye. Here are just a few of the day to day tasks media buyers handle every day:
The biggest weakness amongst in-house media buying teams is on the planning side. In-house buyers lack the data and tools necessary to identify and engage key audiences at scale. Working with the right media agency will allow you to leverage these advanced tools. The result? Your media buys will be methodically and insightfully planned to help you reduce ad waste and improve response.
Media planning can be challenging because there are so many contributing factors that must be accounted for, and because many believe that media planning strategies and processes have not modernized along with marketing.
With a comprehensive media planning strategy, organizations can make more data-driven decisions about how to improve marketing ROI and drive conversions. Today, many teams are leveraging tools that allow them to make smarter, faster, and more accurate media planning choices.
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.
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.
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.
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.
Media planning is the process of identifying, assessing, and selecting media channels and platforms to reach a target audience. The primary purpose of media planning is to get a brand in front of the right audience at the right time and deliver the right message.
(Note that this mix excludes below-the-line channels like email, PR, SEO, and word-of-mouth marketing. The media planning is a significant part of the comprehensive channel plan, but not the entire thing).
People still watch TV, listen to the radio, see billboards and read magazines. Because Paul Mosenson has been buying media for over three decades, he can plan and buy these mediums and combine them strategically with search and digital, building a comprehensive program to drive traffic, leads and sales.
As a companion to the Media Transparency: Prescriptions, Principles, and Processes for Advertisers report, the ANA, in conjunction with its General Counsel, Reed Smith LLP, has developed a media agency Master Media Planning & Buying Services Agreement (Version 2.0) which can be used by advertisers in developing their own agency agreement.
This ANA Non-Disclosure Agreement (NDA) Template is for use between an auditor and a media buying agency. It can be used as an exhibit to the master services Agreement between an advertiser and its agency. This NDA Template should therefore be considered in conjunction with the ANA Contract Template.
Lydia once lived the agency life in OMD and Dentsu as a media (social/digital) intern. She also enjoys trying new stuff and gaining mastery in them - her newest adventure being polymer clay earrings. You can reach out to her here!
Digital advertising has expanded beyond the banner ad to include social media advertising, video pre-roll and even native ads. And it all runs on data. From programmatic buying and retargeting to online ads triggered by offline purchasing, we use real-time data to get the most out of every digital-media dollar. Our digital strategists target consumers demographically, contextually, behaviorally and, frankly, obsessively. And then they optimize just as zealously. 041b061a72