MEDIA BUYING BEST PRACTICES

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MEDIA BUYING OVERVIEW

A successful media buy is dependent upon strong creative and an experienced media buyer. Before you begin your next media campaign, review these media buying best practices and ask your media buyer the right questions to determine if they are the best fit for your media buying goals.

Media buying is the processes of obtaining media inventory across television, print, radio, outdoor and digital. Media buyers develop a media buying strategy and negotiate the price and placement of advertisements in different mediums.

WHY YOU NEED A MEDIA BUYER

Media Buyers have strong relationships with different media outlets for both traditional and digital media. These relationships allow media buyers to negotiate the best rate possible for your media buy. Media buyers offer unique insight into the media buying industry. They are able to develop the best possible media plan for a range of budgets and creative resources.

Media Buying Planning

MEDIA BUYING BEST PRACTICES

There are many steps involved with setting up a media buy. Follow these best practices when planning your next campaign.

01. Know Your Market


Understand the audience you are targeting with your media buy. Perform basic research on demographics and interests to inform a placement strategy. Strategies can vary based on region, channel and industry so select the best placement options based on these factors.

02. Messaging

Craft a clear and creative message for your media buy. Make sure your message aligns with the goal of your campaign (brand awareness, program awareness, lead generation, transactions, education, or phone calls/store visits). Include the next step for your audience to take in the messaging. This could include directing your audience to a website or providing a phone number to call.


03. For Digital Media Buys, Design for Multiple Screens

User experience is critical to the success of a campaign. Make sure your digital media buys are visually appealing and work well for multiple devices including desktop, mobile and tablets. Ensure all designs are responsive as part of your optimization process.


04. Establish a Budget


Create a plan for budget allocation across different media types. Knowing your budget will help you determine the best options for your media buy (to purchase media that runs monthly, hourly, or by click).


05. Compare Placement Options


Research the best placements for your ads. Create a list of similar media outlets to compare which options provide the best rates and ad positions.

06. Track Performance

Without measuring the performance of your media buy, you will have no visibility as to which placement worked the best to convert your audience. Track ROI throughout your campaign to identify which media outlets lead to the most conversions at the best cost.


QUESTIONS TO ASK YOUR MEDIA BUYER

When you are selecting a media buyer for your next campaign, be sure to cover the following areas throughout your evaluation process:

01. Marketing Analysis


Ask about the buyer’s process for conducting a Marketing Analysis review. A strong media buyer should have a thorough understanding of your company’s industry prior to putting together a media plan.

02. Diversified Experience


If a media buyer only has experience across a few media forms, they lack the experience needed to offer recommendations across all media channels. Discuss the media buyer’s experience with launching campaigns for both traditional and digital media that are similar to your industry.


03. Tools

Request a list of tools the media buyer uses to conduct target market research and identify media usage.

04. Testing

Determine if your media buyer includes test campaigns as part of their methodology. In order to properly scale a media buy, a media buyer needs to conduct a test program to develop a strong media plan.

05. Negotiation

Evaluate your media buyer’s approach to negotiation. Ask for examples of how they approach negotiation to secure the best price and placement for a media buy.

06. Track Performance

Without measuring the performance of your media buy, you will have no visibility as to which placement worked the best to convert your audience. Track ROI throughout your campaign to identify which media outlets lead to the most conversions at the best cost.


MEDIA BUYING TRANSPARENCY

Run Spot Run Media was built on the model of an agency we would want if we were a client – one that is designed to offer openness and transparency via communications, processes and media billing systems.

Run Spot Run Media always provides invoices for all media placements as well as work with our clients to be accountable for our actions. We do not buy media and resell it to our clients at a mark up, nor do we allocate added value earned by one client to another.

ABOUT RUN SPOT RUN
Run Spot Run is an advertising and media buying agency offering services in traditional media, advertising, digital marketing and social media.
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