The current era is characterized by the rapid development of information technology and advertising communications. You can visit the website to learn a lot of interesting details and delve deeply into the topic. And here, we are going to talk about the basics of media buying, how it is organized, and who can do it properly.
What is media buying and why do you need to learn it?
Proven by time and experience, advertising implements a wide range of tasks for any company, namely:
- Quickly attract the attention of the target audience.
- Remind regular customers about yourself.
- Increase the number of potential consumers.
Moreover, this is not a complete list of everything that can be successfully done with the help of the media.
Advertising is an indirect form of persuasion based on an informational or emotional description of the benefits of a particular product through placement in advertising space.
To advertise on the Internet, in print media, or elsewhere, you need to find this advertising space and buy it. It takes a lot of time, so special platforms have started to work on the Internet, which minimizes the participation of a person in the process of purchasing advertising space. They are called programmatic platforms, and the information placed with their use is called programmatic advertising.
It determines not only algorithmic advertising purchases and automation of operations but also an intelligent system that learns itself from the user’s history and each time displays only interesting and useful ads to the user.
Due to the wholesale purchase of media space for subsequent resale to an advertiser, an advertising agency has become known as Media Buying.
What is media buying in detail?
Let us look closer at the concept of media buying. Basically, it is the purchase of media, or rather the purchase of advertising, for example, on television or an Internet news portal. Media buying means the temporary purchase of advertising time and advertising space in the media space.
One of the fastest growing types of media buying today is media buying on the Internet. Internet advertising occupies a more important and fundamentally new role in modern business and the lives of ordinary people. The main advantage of digital advertising is its direct interaction with the target audience in the context of websites, social networks, and mobile applications. This method of marketing is called digital advertising.
The use of advertising space (more precisely, its rent) is given a certain time specified in the contract. The cost of a banner advertising space, for example, on social networks, largely depends on the attendance of the resource by the target audience. The price also depends on the number of clicks from other platforms and views, clicks on ads, and completed purchasing actions of potential customers.
As for the price of airtime on radio and TV channels, it has other rates as it is usually calculated per minute. On a TV channel, the cost also depends on the ratings. The price of buying a publication on outdoor advertising media (street, transport) depends primarily on the location, the size of the structure, and the material from which it is made. Accordingly, the cost of the promotion of the company in print media is higher in the central regions of the country and the popularity of the media.
The profession of a media buyer: Who is it?
It is a media buyer who is the engine of the entire process. This person:
- Analyzes the success of certain campaigns.
- Negotiates with advertising space agencies to make significant adjustments and changes.
- Attends meetings with clients.
- Holds presentations.
Professional qualifications related to the media or business disciplines are required from such a person. Everyone can also get training in media buying, where one will learn how to correctly analyze online advertising and choose the most profitable sites.
Learning expands the boundaries of consciousness, so those who would like to operate successfully should pay attention to the basic data and achieve comprehension of the main terms and rules. The information in the area of advertising will give an understanding of how the sales market works, what the client thinks about, and why some companies sell a lot, while others can barely do it.
