Media buying is the process of taking your creative content to the target audience using the best possible channel. The process involves deciding on the context of the advertisements, its format, and its timing. A successful ad campaign nails all of these!

Every campaign has a set of goals that it’s hoping to achieve and the success of a campaign is measured by how far the goals were met. From brand awareness to increased conversion rates, effective media buying can help your business grow manifold.

The Process of Media Buying

Media buyers can be seen as an intermediary that helps you find the best advertisement spots on different channels. These marketing channels include newspaper, television, radio, online magazines, and social media. All of these things combined contribute to your brand’s media buying strategy.

The process of media buying can be divided into the following steps:

Strategizing

A major part of strategizing for an ad campaign lies in the media planning part of the process. However, media buying strategy is just as important for the brand’s success. Media buyers start by determining what the best course of action is within the stipulated budget. They need to determine the mix of channels they’ll be using in the campaign.

Identifying Channels

Once the mix is decided, media buyers need to devise ways to put the strategy into action. This starts with identifying the different platforms present within each medium and which platform complements the ad campaign better. This can be a mix of traditional and digital media or it can only focus on traditional media – depending on the client’s requirements.

Negotiating

Once the media buyers decide on the channel and platform mix, they start sending proposals to the relevant organizations. This starts the process of negotiation. The aim of media buyers is to get the best possible deal on a given ad space. In the case of digital platforms, the strategy should be to choose the best alternative at the best price.

Launching

After the channels and platforms are chosen, the media buyer moves towards the launch of the campaign. This means they have to make multiple decisions simultaneously. The media buying agency chooses the course of action and how the ads will be played on the media.

Monitoring

After the launch, media buyers will monitor the results to understand how well the campaign fared and to what extent it met the goals set earlier. Once the data from the campaign starts pouring in, they optimize the campaign accordingly to maximize the reach and achieve the best results. Early detection of problems helps media buyers save millions for the clients.

Choose Multicultural Media Buying Solutions

A multicultural marketing agency like us can find the best channels to reach a diverse audience. If you’re looking for a reliable multicultural media buyer, Ethnic Response has got is your best option! We’re one of the best multicultural marketing agencies that offer comprehensive market research, DRTV advertising, and multicultural media buying solutions with partnering channels

Get in touch with our expert media buyers and launch your ad campaign now!