Posts Tagged ‘media buying companies’

How to indulge in successful Media Planning and Buying?

Friday, February 26th, 2021

Digital media buying and planning is crucial for any business that is consumer-centric and needs to lure in customers for earning revenue. Indulging in this process can help the brand to create its visibility among the target audience and create a moving impact on them by using different media outlets. Both digital media planning and buying go hand in hand for running a successful ad campaign. The usual error that a lot of businesses commit is that they only pay attention to the budget and completely ignore the media plan. Well, even if you have a good budget and the capacity to buy as many media spaces as you can, the ad campaign will not prove to be effective if you do not have a good media plan in place. Similarly, you can run a successful ad campaign within a limited budget if you have devised a good media plan.

Steps to follow for successful media planning and buying

To begin with, you must have a fair and square idea about what exactly media planning and buying is. Digital media buying refers to the task of purchasing advertisement spaces in multiple digital platforms, applications and websites. Although the term digital media buying sounds impressive and profitable, doing it on your own may seem to be challenging. Hence, below we have laid out the steps that are the nitty-gritty of successful media buying.  

Recognise the target audience

Whether offline or online media buying, the foremost step of media planning and buying is to recognise the target audience. You must have a clear idea about the specific section of the market that you want to reach. Certain important factors are considered by media buying companies to identify the target audience. These include, level of income, age, gender and the media outlets that one prefers. Media buyers usually develop an avatar blended with all these factors and utilise this avatar to determine the channels or platforms on which their target audience spends most of their time. 

Research the market thoroughly

It is important to carry out a thorough research about your target market. Knowing certain important aspects, such as the geographical area they reside in, the platform that is used by them the most, how much time they spend on those platforms and the likes. Evaluating the behaviour of your potential audience will enable you to plan a media buying strategy that can help you accomplish your set goals related to the ad campaign. 

Grasp the ecosystem of your audience

An innovative way to indulge in the right type of media buying, including social media buying is by comprehending the ecosystem of your target audience, which transcends audience identification and market research. In this step, you need to gather thorough knowledge about what your audience will like to have. For instance, suppose you own a business of automobiles. Knowing where the audience resides and the kind of audience that uses cars (younger or older generation) will not be much effective if you do not find out what they are looking for, such as new car accessories, newer models, and so on. When you track down the specific interest area of your target audience, you are likely to encounter certain brands that you never imagined to turn out to be your competitors. 

Check out the unique things used by the competitors

Closely look at the aspects utilised by your competitors for effective digital media planning and buying. These include the following.

Innovative ad types and designs

Speculate the banner designs, landing pages and use of certain specific colours that can attract customers and are distinct in nature. Look at the nature of the design, whether it is intricate or simple, the ad type used and the size of those ads. It is also important to closely evaluate whether the ad adheres to the look of the brand or the look and style of the publishing website. 

Message or offer

Look at the CTA (Call to action) used by the competitors. Look at the offers (if any) provided by them, such as any special rebates, package deals, specific insights and how they define their ads, whether they explain it using a catchphrase or by elaborating the offer. 

Placements or websites

Look at the kind of publishing websites that can help you reach your target audience, whether they are from the same or different vertical. Check if the burgeoning publishing websites place ads of your direct competitors. Look at where the ad is placed on the website. Also, check for the channels that have been used to place the ads, such as social media ads, website ads etc. It will be better to find out if there are any mediators who help in placing these ads or whether it is done directly. 

Once you gain a thorough understanding of your competitors, how they are placing their ads and the tactics they are using, it will become easier for you to develop your own ad campaign. 

Develop a powerful media buying campaign

There are several factors that contribute to the success of digital media planning and buying and you should pay equal attention to each one of them. These factors include the following. 


You have to be specific when you mention your offerings in both your ads and the landing page. For instance, it could be a free trial of the services you offer or reward points that could be earned to get one of your services for free. The offering should also be specified in terms of the content, wordings, creativity, design and so on. 


You have to be careful while targeting locations where you want your ad to be seen. Look at your competitor, see where they have specifically focused and found success. You can emulate a similar strategy and target the same locations. Having said that, check for those locations that have never been targeted before but have your potential target audience and hence have the prospect of success. 


Get in touch with the appropriate partners

The ultimate step of the media planning and buying campaign is getting in touch with the correct partners. There are two options you can choose from. You can work with the publishing websites directly or rely on an expert like BrandVisage. The latter is a better option as they have a thorough understanding of the market and can help you to have the success you need by placing the ad in the best places at the right price. 

The nature of digital and social media buying and planning keeps changing from time to time. There is no absolute formula that can be followed for each of your ad campaigns. You have to devise new strategies for different kinds of ad campaigns and evaluate the success rate by looking at your target audience, their ecosystem and most importantly, at your competitors. You have to keep abreast with the new and changing trends and tweak your strategies accordingly. None of this comes easy and requires devotion of time and effort. You can either choose to have an in house team for handling your digital media buying and planning process or simply rely on eminent media buying agencies. If you want to opt for the later, get in touch with leading media buying companies like Brand Visage, who are doyens in this particular field. 


Digital Media Planning: The Beginner’s Guide

Wednesday, November 18th, 2020

Digital media platforms have become the go-to place for people not only to communicate or seek entertainment but also to learn about, compare and get access to the products that they want to consume. Around 59% of the world population are active internet users who spend several hours on digital media platforms on a daily basis. Considering this huge obsession with digital media, companies are now focussing more on digital media marketing than on traditional modes of promoting their brands. This has necessitated effective digital media planning.

Digital media planning and buying is an online method of bridging the gap between brands and their prospective consumers. It includes strategies through which companies aim to create brand awareness and expand customer base via digital media platforms. A well-structured digital media planning can prove quite beneficial in growing a company’s reputation and online reach.

Top digital media planning strategies

Nowadays, social media presence is highly important for brands to get noticed and fetch an increased number of customers. However, if you start promoting your brand haphazardly without any planning, it can affect the company’s reach drastically. To help brands frame effective digital media strategy and secure an ad space on digital media platforms, many media buying companies have come into existence. They have skilled digital media marketing agents who create customised online marketing plans for enhancing the brand’s visibility online.

Conduct market research

For excellent digital media planning, the first thing that you would need to do is study the market. For that, you need to identify the category of your product and brand. Then, you must analyse the competition among similar existing brands and keep track of the market trends. Having a thorough knowledge of the target market is extremely important for proceeding to the next step of framing digital media strategies. The better you understand the industry in which your brand fits, the better will be your digital media planning. Well-thought strategies based on market research and trends will go a long way in ensuring profitable returns from investment on digital media.

Create target audience persona

Once you have done your market research, you have to invest your time in identifying who the potential audience of your product are. You should practise social listening to get an idea about the target audience. You have to analyse and identify their behaviours, interests, problems and how your product can solve their existing problems. Considering your brand’s product, you must frame your target audience’s age group, their professional backgrounds, gender proportion, etc. creating a target consumer persona. You can do so by analysing their common demographic and psychological aspects is extremely necessary for ensuring that you frame a suitable strategy to reach that prospective audience group. You can contact the media buying companies to get thorough guidance in creating audience persona efficiently.

Map consumer online journeys

After you have understood who are your potential customers, you have to track their online lifestyle. With digital footprints left behind by internet users, you can analyse their data and conclude which media channels do most consumers visit on a regular basis, what are the trending searches online, etc. mapping such information about the way consumers use digital media will help you create campaigns that will capture audience’s attention and convince them to take actions in the way you desire.

Choose an effective media mix

Once you have tracked down your potential audience’s online history, you can select the suitable digital media platform which will help you expand your brand’s reach phenomenally. However, for surviving and excelling in an intensely competitive market, promoting your brand on one digital media platform won’t suffice. Knowing the popularity of various social media platforms, you must create contents and promote them on multiple media platforms to increase the brand’s social media presence. You can go for social media buying to ensure customer engagement on various digital media platforms every day.

Frame an audience-centric strategy

Since your product’s success depends on its popularity among consumers, it is imperative to give foremost importance to the audience’s interest while chalking digital media strategy. Nowadays, viewers can decide whether they want to skip or continue seeing an online ad. Thus, it is important for companies to make sure that they post ads that will be alluring and relatable to the audience. People no longer prefer sales ads boasting about the product’s benefits bluntly. Ads which empathises with the pain points of consumers and suggests suitable remedies through their product stays for long in people’s mind. Thus, if you want to be the talk-of-the-town brand, you must ensure that your digital media strategy is framed, keeping the target audience in mind. You can seek help from an online media buying agency to get a desirable space on digital media platforms for your brand’s contents.


Allocate your budget effectively

A core aspect of digital media planning and buying is assessing the budget and knowing how much to spend where. While executing digital media planning, it is important to stay within your budget. Identify your business goals and infer how much you would like to invest in promotion through digital media. Once you know your gross budget, start segregating the investment among different online media platforms. An effective digital media planning doesn’t only mean framing a strategy, ensuring lucrative profits. It must also ensure that you get good reach and return from the digital media strategy at a minimal investment.

Abide by your plan

In a fluctuating industry, oftentimes brands tend to reframe their digital media strategies frequently in the expectation of better returns. However, it affects the brand’s progress negatively. Mostly, getting profitable returns through digital media marketing takes time. If you change your long-term strategy overnight because of a temporary fall in business conversions, it is not likely to produce any desirable result. So, just focussing on sales and numbers might actually harm your profit returns in the long run. You can take assistance from an online media buying agency to frame an effective online media marketing strategy under any given market situation. Once you have a well-thought plan, you should focus on building the brand’s reputation through that plan and stick to it irrespective of market fluctuations. 

If you execute these steps while figuring out the ideal digital media strategy for your brand, it is likely going to help your brand prosper and yield attractive returns on affordable investments. Social media buying through media buying agencies can also be helpful in getting the desired digital media presence for scaling up your company’s reach and profit margin.