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9 Key Factors For Effective Media Buying

media buying

Media buying is what it sounds like — buying advertising space and getting a particular message across to your audience in as many specific ways as possible. Now, all of that is well and good, but there is actually a lot to unpack.

For starters, there’s the whole ‘your audience’ part. What exactly constitutes your audience? How do you figure out the right kind of people to target for advertising and marketing purposes? Then there’s the ‘particular message’ element. How does an organization of any size and type come to a consensus on their primary messaging? Of course, at the heart of media buying, there’s the whole ‘buying’ aspect, which means taking into account operating budget.

Here’s another wrench — what do you if your company doesn’t have an advertising and/or marketing department?!?

It is important to remember there are some important guidelines to keep in mind when it comes to media buying. Even if your operation is sans an advertising/marketing department, that doesn’t mean whomever is running the show can’t gain a basic understanding of how to approach things. For example:

Frequency — Getting one’s ad/message out there in front of the right audience as often as possible is a big part of successful media buying. You can keep it old-school and buy ad space on local radio stations and the newspaper. You can also get a bit more with the times and aim for online ads and streaming service marketing. The point is you’re trying to get in front of your audience as often as possible.

Ideal Customer Profile — Major analytic work goes into finding the best customers for your product/service. It does your business no good to advertise and market to anyone who will never want your product/service, so don’t waste the energy or resources. 

All of the data you sort through will create a variety of metrics to look through, some undoubtedly more helpful than others. Three (3) that stand out are: Cost Per Point (CPP), Cumulative Audience, and Average Quarterly Hour (AQH). CCP breaks down costs of a campaign on one channel versus the cost on another. Cumulative Audience helps identity what and where you should be spending your advertising dollars. AQH corresponds to the average number of people listening to a station for at least five minutes during a 15min period.

As was noted regarding frequency, media buying is really an embracing of both the old- and new-school.

But media buying for the sake of simply buying media does not good business sense make. The topic was all about effective media buying. Even the best companies with great teams can make bad moves. It sometimes takes involvement of a third-party advertising agency to help get things back on track. The best agencies do a few things incredibly well:

  • their approach to strategizing does not involve a ‘plug & play’ template; every client has a custom media buying strategy made to work for them
  • they fine tune ad and marketing existing materials, strategies, and campaigns for one reason — they want to include you; any agency doing otherwise (unless it is absolutely necessary) should be a major red flag
  • they take into account your budget
  • they don’t get lost in one school of thought

The best media buying agencies around are all about helping their clients reach their goals. This is what we here at MindEcology have been about since Day 1. Our main objective to leave our clients happier and better off than they were before we worked with them.

Interested in media buying done right? Click here to learn about what makes us the best.