You want to get your brand out into the world, but how exactly do you choose where to show your adverts and when to publish or flight them? What magazines, newspapers or news portals does your target market read? What radio stations are they listening to?
Are there specific websites that they visit and how regularly do they scour these for information? Most importantly, how can you target them at the right time? This is where the media planning and buying process comes in with the answers and actions that you need.
Media buying services
A highly respected South African media strategist, the late Gordon Patterson, once said that media planning is both an art and a science. Delving into these two very different worlds is the role of the media agency, as now, more than ever, media buying agencies are your key to negotiation power to get more media for your money.
But let’s start at the beginning with a definition of this specialist field, as we answer, ‘What is media buying and planning?’
Media planning is the process of selecting the right mix of media to place adverts on so that they will reach your target audience. Comparatively, media buying involves actually purchasing media space across these different types of media: a spot on a TV channel, or a page in a magazine, a banner on a website or a post on social media.
Next, let’s find out, ‘how does media buying work?’ Here’s a quick breakdown of the media planning and buying process that a media buying agency tends to follow:
Firstly, identify your target audience:
You will need to answer these questions to inform your media buying strategy:
• Who are you trying to reach?
• Have you considered your target audience’s demographics and psychographics?
• How old are they?
• Are they predominantly male or female?
• What do they enjoy doing?
By understanding consumer behaviour, you will be able to work out what media they follow, subscribe to and generally consume. This tells you more about where you should target them and what kind of content they would be interested in reading or viewing.
Generally you will end up with a variety of segments within your core target market, so you will need to work out which segments are more important. A professional media buying agency will have tools to help you to identify this, as well as what media your target market are consuming. These include Telmar, SAP Lumira and Grow while media industry surveys such as PAMS, RAMS, TAMS and the Establishment Survey (ES) share important data with specialists in media planning and buying.
Next, set your campaign objectives:
What do you hope to achieve from your marketing campaign? Are you focusing on sales or leads? Or are you simply advertising for awareness. You also need to consider how much you want to spend to achieve your goals. Once you’ve set objectives, a plan starts to form and you’ll have a much clearer idea of what you are trying to achieve.
Now, start your media planning:
You now know who you are targeting, and what kind of media they tune into. You also know what you want to achieve. The next step is to start planning your media buying strategy. You will need to stretch your budget as far as possible to reach as many people in your target market as possible. Often putting together a media plan is a trade off.
A media buying agency will help you to negotiate for advertising spots and space, trying to get your brand in front of your target market in the right places at the right times. It is important that you work together, as agency and brand team, to make your budget work as effectively as possible to meet your goals.
Throughout and after the campaign, measure results:
You will need to assess your media campaign after your adverts have gone live. Has it gone well, what’s worked and what hasn’t worked? In Digital media, tracking of results is possibly daily while for mediums such as TV and Radio need a slightly longer lead-time for post campaign analysis. One of the media buying services that your agency should provide is a full post-mortem after the campaign has ended. This important step will help you to refine future campaigns, enabling your future media investment to work even better.
Help, I need a media buying agency
If you’re looking for a media planning and buying agency that will partner with you to plan an ideal media strategy for your company and place your advertising in the media, speak to Ebony+Ivory. The experts in our dedicated media planning, negotiating, buying and placement practice deliver measurable added value.
Speak to us today about how we can help you create a media buying strategy, put together a strong media plan and execute your media buying.
Contact Ebony+Ivory for Media Buying and Planning Services