Before the boom of modern media, most of us grew up watching a specific TV station (KBC) and listening to several radio stations (VOK and VOA). A common denominator on these media channels, including the popular print back then, was the presence of ads all through. Decades later and the dynamics have changed, media consumption and media buying have shifted severally to work with streaming and on-demand services. 

These transitions have changed advertising from a ‘convincing’ art form to a communication art form. Essentially, advertisers need to go to the people; and that’s where media buying takes the central stage. Curiously enough, the industry has both benefitted and suffered in almost equivalent share with the evolution of the digital space. 

What exactly is media buying?

Media buying appears in one of two ways:

1. Traditional Media Buying involved getting ads in conventional media such as print, billboards, tv and radio (in no particular order). As expected, these ways followed a particularly intense channel that included strategy, negotiation and ad placement 
2. Digital Media Buying is getting ads placed on the right online platform with location, time, and context influencing decision-making as the parameters. Unlike the traditional, this form is founded deeply on eye-on-screen time which offers an incredible platform for creativity. 

With the dynamic shift to support the digital era, faith has increased following results from countless online efforts. Subsequently, the process evolved to cover strategy and ad placement with negotiation disappeared with the media middlemen it once supported.

How do I find the Right Agency then? 

Agencies that specialize in media buying services put you on the right track, effectively enhancing your campaign. Here are a few benefits of professional media buying services you need to consider.

• Experience: Professional media buyers understand the market, the pricing, and the cost per thousand impressions; quickly identifying a great buy from an overpriced one.
• Market Expertise –  Media buyers know how to navigate traditional and digital marketplaces with their business goals in mind. We are on top of the latest trends and have the versatility to work within varied economies.
• Perspective (Bigger picture) – A media buyer can offer a fresh and unbiased perspective of your marketing objectives. Holding no medium bias, professionals can offer advice based solely on your marketing objectives.
• Efficiency –  In combination with those established working relationships, media buyers also have market research on their side. This allows them to understand your market in conjunction with current media opportunities to develop your media plan.
• Better rates – Over time, buyers form strong relationships with their vendors. Through this rapport, trust is gained and expectations understood fueling a journey founded on best interest.

Social media growth organically involves leveraging the audience growth of a company to communicate marketing messages without incurring any costs. We often negotiate media placement that works for you, ensuring that you are reaching an engaged audience. Consumers are bypassing search to make purchasing decisions directly on mature platforms like Twitter, Facebook, Instagram, and YouTube.