Digital media planning and buying is no longer a phrase that just relates to online advertising, instead, it is all inclusive of today’s media buying experience. Long gone are the days of “set it and forget it”, now we have to plan nimbly and buy media programmatically, while optimizing constantly. Regardless of the medium (online, mobile, print, TV, radio, etc.), there are essentially three core media buying tactics that our team at Media Two focuses on:
Believe it or not, but media planning and media buying still require constant communication with publications, websites and broadcast partners. Learn more about our direct publisher relationships.
The term programmatic is an all-inclusive term for automated media buying, and although it began in the online world, it is now emerging in the offline world as well. We can purchase publisher inventory directly, or we can re-market/re-target, behaviorally target, contextually target, etc. Just as importantly, we can work with our publisher partners to create a programmatic direct placement that guarantees premier inventory. Learn more about Media Two’s programmatic trading desk.
Although search engine marketing and paid search is seen as a complimentary player to most marketing, we look at it as a standalone form of media buying. It’s one of the few vehicles that can test creative, find audiences, identify trends, measure brand and ultimately fill your shopping cart from start to finish – therefore, it’s very important to always be looking for a media buyer who ultimately understands how media buys are influencing search results. Learn more about our paid search services.
In a data first industry, our media buying often educates our strategies and optimizations – and because of our 20 years of history in this space, we’re able to put digital media planning first. We’ve built out a time-tested media planning & buying process that ensures the best possible ROI right from the start, all the while keeping our clients updated on our progress. We’ve utilized tools such as Nielsen, Quantcast, DC AdPlanner, comScore and many more – but we find our own historical database coupled with an experienced media team is the key to our success.
We utilize digital data to drive our strategic approach, constructing aggressive advertising strategies so that we are able to measure every investment. With digital media providing a strategic lead, we are better able to determine the full media mix and provide recommended budget allocations for both digital and traditional media – read more about our traditional media planning here.
Our process is fluid by nature, but primarily consists of the following steps that are all aided along the way by our technology partners.
Traditional media planning and buying is not a standalone function with Media Two, it integrates with our digital media planning capabilities and is one component within the entire media mix. As digital is the medium that is easiest to track, this makes the traditional media plan all that much more important in a cross-device driven world.
In the second step of our media process we present a media brief for your approval. Within this brief you will see who the audience is, where they are, what their search habits are, how the campaign should be structured, what the budget allocation should be for each medium and channel and, most importantly, we then provide a forecast for the expected results. For many, this is a jumping on or off point, but it is a reality check for all. Our historical analysis allows our clients to make educated decisions based on facts, not guesses.
We have developed a 30 day process we walk our clients through: