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.
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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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