Traditional Media Buying – How Effective Is It

Media is one of the largest industries in the world and only keeps on growing by the day. There are plenty of ideas that accompany the business and several categories. One idea that has come in leaps and bounds is traditional media buying. This isn’t a new concept, and several markets have used the idea to significant effect. Several questions linger with the idea, though, when you think of it. One of the main questions people have when they think of it is its effectiveness. How effective is media buying in the world today? 

What Is Media Buying? 

If you have no idea what media buying is all about, there’s a simple summary that can help you. First, the notion of media buying has been embraced by most if not all ad agencies, including a digital marketing agency called King Kong, and the focus is on broadcast media. This is also based on the sales teams and other media reps’ buying contracts. – this is from the traditional broadcast media. When you buy the contract, the idea is for the media buyers to work broadcast advertising. They also get to complement the overall marketing strategy of the business. 

Terms in the Traditional Media Buying

  • Added Value – these are the extra or free inventory included in the broadcast to sweeten the deal
  • Request for Proposal – the official document announcing and gives detail on media buying 
  • Traffic – scheduling of advertisement for the broadcast week
  • Insertion Order – the media buy order for an ad
  • Impressions – the number of views of the media
  • DMA vs. MSA – Designated marketing area vs. Metropolitan Statistical Area
  • Dayparts – time segments days divided by the broadcast media
  • Run of Schedule – usually refers to the Total Day where the advertiser has not requested specific times and programs

Media Buying Process

There’s a process that takes place before you get the proper contract when it comes to media buying – on both sides. Here are a few ideas on the process before the process is complete. 

Evaluating campaign goal – several things come to the fore here. Brand awareness or audience education being at the helm of it

Defining the target audience – the market needs to be structured as it isn’t a blanket campaign. 

Consider geography – the area of operation is quite crucial in this stage.

Audience Research

There also needs to be audience research for the process to be complete, and it takes time for this. Below is an idea of how audience research is conducted.

  • Demographic – age range, household income, education, and kids
  • Behavioral – new home buyers, investors, new car buyers, exercise
  • Media buying research tools – media audit, media monitors, Scarborough, comScore

Is it Effective

With the amount of time invested in the process, it would be a lie to say it doesn’t work. Several successful ads are based on the concept, and that’s why it is one of the popular ideas to date. 

Not As Traditional As It Sounds 

Traditional media buying isn’t as traditional as it sounds. However, it is still as effective as it was before, with much success. This is what is involved in the whole process and its effectiveness. 

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