Media buying is ensuring that the content of a commercial ad is getting viewed by the intended audience. A media buyer ensures that the ad links directly to the intended audience to make sure that the ad served its purpose well. These ads are usually related to a product and they are published on TV, online, in newspapers, or in magazines. The media buyer represents the advertiser and negotiates the price and placement of the ad with the publisher.
However, each media buyer must know the following key points:
- Always optimize
The optimization is one of the best ways to seek better ad performance and programmatic media buying should follow it. Since this is an automatic process, therefore, programmatic algorithms are improving all the time. They are much quicker than humans at refining ad performance. And the performance campaign is always set on the right parameters.
- Prioritize brand safety
Each brand is afraid of being exposed to inappropriate content. Whenever media buying goes wrong, it leads to damage to a brand’s reputation. For this, it is recommended that media buying should have fewer layers; this ensures more security and better ad inventory. It must be noted that any media buying agency that places a brand in an unsafe environment isn’t doing its job correctly.
- Avoid ad frauds
Since programmatic advertising is automated, so the brands do not always know where their ads will appear. This can lead to ad fraud. This implies that the lesser the advertiser pays, the lower the quality of the ad inventory would be. Many other frauds can also be avoided if the media buying partner is watchful.
- Transparency is the key
The rise of the “black box” in media buying is lamentable. So, transparency is only responsible for killing-off shadowy players. Corruption between intermediaries like publishers and clients can only be minimized with transparency. This can be taken care of when brands take ownership of media buying or start being more involved in the whole process.
- Trust your instincts
Trust is an important aspect when it comes to buying media. Finalizing the members of the supply chain requires having faith in each of them. Trusting someone when large amounts of money are involved are difficult. It must be noted that any ad tech firms that put up barriers and agencies that aren’t open must be avoided at all costs. Also, another advice is to cut out the middle man and take media buying in-house on your own. All in all, always trust the ad tech you’re using or the partner that you’re involved with as this is a foundation stone for campaign success.
- Clarity of idea
Another common error that a media buyer commits is overlooking how it would look after combining it with ad creation. More often than not, thinking about inventory is done after a display campaign has been built and not before. However, know about where a campaign will be served can provide contextual information that ultimately enhances creatives. Also, knowing about your media placement in advance ensures better performing banners.
- Never lose hope
Media buying has been going on the same pattern for a long time now, so a change is long due. Undoubtedly, GDPR is working to ensure that the whole industry is more transparent. Additionally, digital buying is now being subjected to the same scrutiny as other media channels. With time, digital advertisers now have more control than ever as the creative management platforms have combined their movements by taking media buying in-house.
Additionally, media buyers shouldn’t mix and match campaign strategies while media planning and buying. It is always recommended to stick to one strategy and your patience will help you reap the reward. A confused campaign will only result in wasted money and effort. Also, be realistic when it comes to your media spend. And choose who you wish to work with is a critical decision. Make it wisely!
