50 - 249
$50 - $99 / hr
2 - 9
$100 - $149 / hr
50 - 249
$200 - $300 / hr
10 - 49
$100 - $149 / hr
10 - 49
$150 - $199 / hr
Media Planning and Buying is the Engine of Media Advertising
Advertising today is not what it used to be because of more competition, more consumers with narrow interests, more promotion channels. Therefore, Media Planning and Buying Agencies are becoming more and more popular. They are working in the field of media planning & buying, not only offline (press, TV, outdoor advertising, radio) but also online (social networks, websites).
A media plan is a tool for such types of agencies to solve various problems. It includes two processes such as media planning and buying. Let's figure out what stands for these two concepts and how media buying and planning agencies can help your business.
What Is Media Buying and Planning?
Media buying and planning are different, but complementary tasks, which are used to create a media plan.
Media planning is the process of finding an effective channel for advertising by a specialist. Therefore, the media planning & buying agency carries out a series of works from research to budget determination. The goal is to ensure effective communication between the customer and the client.
Media buying is the process, which includes finding and negotiating the purchase of advertising space based on the information received from the media planning specialist. The goal is to place the advertising message at the right time and place.
Only through the synthesis of the processes of media planning and media buying is the effectiveness of the advertising campaign determined. Therefore, one cannot exist without the other.
Media Planning and Buying Agency Processes
The media planning and buying process is a clear algorithm of actions that assumes a successful implementation of the media plan in the future.
The media planning process includes:
- Research. At this stage, experts of media planning companies study the target audience and market niche.
- Goal setting. The goals of the advertising campaign are set.
- Strategy. Specialists surf the sites that are suitable for the campaign and develop strategies.
- The budget. Experts of a digital media planning agency determine the budget to achieve the goals.
- Evaluation. The results are monitored, evaluated and, if necessary, the strategy is corrected.
Stages of the procurement process:
- Strategy. Mostly, specialists in media planning are in charge of forming a strategy. As for developing a strategy for finding the best channels, the procurement specialists are unrivaled.
- Identifying cost-effective platforms. This can be not only social media but also traditional mass media (press, radio, TV). Specialists of a media planning and buying agency send their requests to various media outlets and conduct negotiations.
- Purchase. Before a deal is made, specialists negotiate, determine the best price, and only then buy the spot.
- Launch of the campaign. At this stage, your ads start to appear in established spots. Specialists monitor, and optimize the campaign.
What Is a Media Planning and Buying Agency and its Role?
Based on the previously presented information, we can outline the definition of digital media planning and buying. Thus, it is a team of professionals who specialize in the search and purchase of appropriate platforms for an advertising campaign.
The role of media planning and buying specialists is also to develop a strategy according to the client's budget. They also determine when, where, and at what time the ads will be placed with the highest efficiency.
Media Planning and Buying Agencies: Benefits of Cooperation
Benefits of working with a media buying agency mean getting specialists who know which media is suitable for your business. After all, there are traditional or offline channels (radio, TV, publications) and media (social networks, websites, blogs). And, unfortunately, not all of them may be useful for your business.
In addition, Top media planning and buying agencies can save not only your time but also your budget. And with thorough research on your target audience and market, you'll know exactly where and when a specific advertising campaign will work best.
What Responsibilities Does a Specialist in Media Planning and Buying Agencies Have?
Specialists in media planning companies help identify cost-effective platforms. So, they research internal and external markets, study the target audience, and set goals and objectives for the campaign.
Once the strategy is created, media planners pass it on to media buyers, who are in charge of finding suitable platforms, negotiating, and launching ads. And their work is invaluable because they know the right people in the right places.
For a media plan to be successful, you need not only to understand the market but also to have relationships established for years. For these reasons, brands choose to work with media planning agencies.
Why is media planning essential for media buying?
Only through the synthesis of media planning and media buying processes is the effectiveness of the advertising campaign determined. One cannot exist without the other.
What is the difference between media planning and media buying?
Media planning is the process of finding an effective channel for advertising. Therefore, the media planning & buying agency conducts a series of works from research to determining the budget.
Media buying is a process that includes finding and negotiating the purchase of an advertising spot based on data received from a specialist in media planning.
How are media planning and buying different in the offline vs. online scenario?
Media planning and buying in the offline scenario is the development and launch of advertising in traditional media, including radio, press, outdoor advertising, and TV. Media planning and buying in the online scenario is the development and implementation of advertising on the Internet.
What are the key players in the media planning and buying process?
The media planning & buying process involves the planner, who is responsible for the media planning process, and the media buyer, who is responsible for buying advertising spots.