In general, media buying is defined as the process of evaluating and purchasing promotional mediums to convey a brand’s message to its audience. Media options have changed over the years, but a good buyer understands the goals of the campaign and finds the best fit based on budget. Let’s review some of the basics.
A savvy media buyer looks at the entire landscape of media opportunities to formulate a plan to reach the target audience. At an introductory level, here are some traditional and digital media options to consider:
These are just a few of the options available to a media buyer. With these basics, you can start to formulate a plan to use these mediums to reach your target audience. As you start to vet each option, you will receive all sorts of metrics from cost-per-point (CPP) to demographic impressions to click-through-rate (CTR).
With all this information, how does a media buyer formulate a media plan?
Here are some tips to make sense of all this data:
With this knowledge, best practices and little hustle, media buying can be an exciting and worthwhile discipline that generates real sales and supports marketing efforts from the bottom up.
At thunder::tech we take the guess work out of media buying. With experience in all marketing channels, our team is sure to find the right fit for your brand.
Lizzie Thornton is a Content Marketing Specialist at thunder::tech. When she's not writing strategic content she spends her time watching true crime documentaries and saying "hi" to every dog she meets.
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