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Media Buying:

What It Is and How It Works

Ever wonder who is behind those banner ads on the sites you visit the most? Or the Super Bowl ads we talk about for weeks after they’ve aired? The answer is media buyers.

When a brand gets a marketing budget, a portion of that typically goes to paid advertising. That’s where media buying comes in.

Access Now: Free Media Planning Template

It doesn’t get much buzz in the marketing industry, but this process is responsible for the targeted ads we see today.

Let’s dive into this process of which so many of us are on the receiving end.

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.

Whether they’re watching a TV show or scrolling through a website, media buyers get brands in front of their target market.

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.

Gelb continued,”Now, let’s say you’re a CEO who wants to promote a ‘letter to our customers.’ In this instance, what you’ll care about is cheap clicks. Buying cheap impressions, which made sense in the previous example, no longer helps you accomplish your goal.”

That’s why media planning is such an important step, as it helps you get the most out of your ads.

Nowadays, media buying is done in one of two ways:

  • Direct buy – Media buyers forge relationships with publishers to negotiate ad inventory, e.g., working with a newspaper to have an ad placed in the upcoming issue.
  • Programmatic buy – The buying process is done using automated technology.
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You can do many things besides advertising to market your consulting services. In fact, advertising is usually the last promotional method consultants use, because it is expensive and too diffuse to reach their target markets. Instead, consultants usually rely on ``expertise marketing,`` which is done in a hidden marketplace that places great emphasis on trust and relationships. Advertising on the other hand is really all about creating brand identification and is therefore usually confined to products where trust and relationships are not as commonly required.

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It can be overwhelming when you are looking to make a big decision about the future of your company. Whether it is deciding on a new marketing budget, to hire new staff, or if it is time to sell, it is always helpful to have a fresh pair of trained eyes on the situation! At  HADISS Group, our proven results, and experience with the local market allows us to help you to sort through the distractions, and make the best decision to take your business to the next level.

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