Buying Digital Media Advertising
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When looking to make a digital media buy you are most likely going to purchase an ad on one of the five most visited sites in the world: Google, YouTube, Facebook, Instagram, or Twitter. When you make an ad purchase on one of these five sites you have two main options for how you purchase by impressions or by clicks. Marketers purchase impressions by CPM (cost-per-mille) which means cost per thousand impressions. This is most commonly used in social, display, and video purchases. Marketers purchase clicks by CPC (cost-per-click). This is the most common media purchase in search channels.
When you are crafting a digital media strategy your goals will fall into one of three categories: awareness, conversion or branding. With each of these three categories of goals comes different ways to measure success.
Social Media - Social advertising campaigns target users on different social media platforms. One of the huge benefits of social media is that it allows you to add a visual touch to your ads that search doesn't. In the past social advertising has been seen as too expensive, however social advertising has come a long way and is now a much more cost-efficient strategy. When looking at your social media advertising strategy you should consider the pros and cons of these platforms Facebook, Twitter, Pinterest, and LinkedIn.
Anyone can advertise in digital media, especially with each channel having its own ad buying platforms, however, you must define your goals, measurement systems, and channels before you make a purchase. The different unique features and capabilities of each platform make it easy to fall into different traps and money grabs. To learn more about getting started on a paid media strategy, reach out to email@example.com.
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.
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.
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.
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.
In the convert stage, where you are actively trying to turn prospects into customers, the PESO model for PR and advertising helps you create content, design social media strategy and create videos, retargeting ads, geo-fencing, keyword and contextual advertising and landing pages that generate leads for your business.
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.
Speaking of prompting sales of specific products and/or services, programmatic digital display advertising is an ideal tactic for accomplishing that purpose. The beauty of digital advertising is its ability to target specific audiences based on their stage in the sales funnel.
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.
The world of marketing and advertising was shaken by the pandemic. The sudden cease of nearly all public gatherings pushed the industry into a new age of digital marketing, and companies had to adapt to succeed. With the pandemic winding down, how many of the changes are here to stay And how can the industry adapt to a post-pandemic landscape
Programmatic ad buying is the use of software to buy digital advertising. While the traditional method includes requests for proposals, tenders, quotes, and negotiation, programmatic buying uses algorithmic software to buy and sell online display space.
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:
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.