Media buying refers to all the activities of planning and purchasing advertising space.
The purchase of advertising space can be done through any medium or channel, entrusted to media centers or communication agencies managed directly by the brands.
The economic value of advertising spaces is defined ex ante, that is, before a campaign is broadcasted.
This happens through an estimate of the audience (the total number of viewers watching a program).
The main providers of advertising spaces are: TV, radio, publishers, and display advertising.
How to Create a Media Investment Plan
To create an effective media buying plan, it is important to follow several steps:
- Research Phase: The initial phase where various objectives are established that need to be achieved once an advertising campaign is launched. It's crucial to select your target audience by conducting market research and also trying to understand how your competitors behave;
- Media Planning Phase: after creating the media plan, it's important to decide how much to invest and how to allocate funds in advertising spaces, in order to more easily reach the desired audience;
- Channel Selection Phase: this phase deals with
At the end of launching an effective advertising campaign, it's important to create a media buying plan.
This is an operational document in which one's strategy for purchasing media space is summarized and illustrated.
Thanks to media buying, there is a comprehensive view of how many spaces have been purchased, where and for how long, where and how banners are placed on websites and web pages, and whether the established budget has been adhered to.
How to become a media buyer
To become a media buyer, it is necessary to have technical knowledge in the field of advertising:
- Having the ability to forecast advertising market trends and movements;
- Being able to maintain good relationships with professionals in the same industry;
- Keeping the team cohesive;
- Having negotiation and persuasion skills;
- Evaluating the risk of failure of an advertising campaign;
The role of a media buyer is very important for purchasing advertising spaces and planning investments.
In conclusion, the launch of the advertising campaign is the moment when the media buyer's work is realized and it is verified whether the planned project has been successful.
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
Free trial for 30 days. No credit card required.
