Media Buying

 

Frequently Asked Questions

+ How do you get us the best deal?

Having two co-owners who got their start in the business selling television advertising, we know when a rate is too high based on rating projections and industry standards. If a rate is too high, we simply lower it! Our goal is to get our clients the highest frequency possible, and we will push for rates as low as we can go for our clients. Once we start to get pushback from stations or cable providers, that’s when we know we have done our job. We also push for as many bonus spots or “freebies” as we can, both on individual stations and their station counterparts.

+ Why should I have a dedicated Media Buyer?

The most obvious answer to that question is that it’s difficult for direct sales reps to give you their best rates on inventory when they are required to maintain monthly sales goals, while media buyers are able to negotiate rates with a vendor to maximize reach and frequency as efficiently as possible. Additionally, a good media buyer will be able to see through sales techniques and carefully worded promotional pieces meant to distract the client from any weaknesses in their pitch. Unlike a sales rep who whose goal is to please a sales manager, the ultimate goal of a media buyer is to make the most of every penny spent.

+ Which platform is most important?

The industry is shifting, and paid search is more important now than ever before. Also known as SEM (Search Engine Marketing) or PPC (Pay-Per-Click) advertising, this platform offers businesses and individuals the opportunity to purchase listings on the SERP (Search Engine Results Page) above organic results for a particular search. This is accomplished by conducting thorough research on keywords (search terms) to bid on, building out a campaign, and waiting for impressions and clicks to start rolling in. The awesome part? It’s efficient. Clients only pay when a user clicks on their ad, meaning that there are thousands of dollars’ worth of free impressions built into the buy, increasing brand awareness over time.

+ What skills are expected in a media buyer?

Mathematical proficiency. At the end of the day, a media buyer’s job is mostly math. Organizational skills, fine attention to detail, and self-discipline are also absolute musts to do this job and do it well. Organization of documents, such as contracts, contact information, rate cards, and invoices, will make or break a media buyer’s success. Something most people don't realize about this job role is how often you are meeting with sales reps from different media vendors. As such, you will need to be comfortable meeting and conversing with strangers on a regular basis.

+ What's the most effective media mix for my advertising campaign?

There are several factors that come into play when determining which platforms to utilize in a media plan. Target audiences and their demographics vary as much as the products or services that are marketed toward them. The more information you have about your target audience, the better you can identify media platforms that cater to those who are more likely remember your ad and eventually convert. Once these questions have been answered, you will then need to determine which mediums are available in the targeted location and request information on price points. This will give you general idea of which mediums will be most cost-effective depending on the campaign budget.

 
McCabe Reynolds