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Media Buying 101: Complete Guide To Media Buying

Aug 2

It’s no wonder that as the digital landscape continues to change at an unprecedented pace, the ways in which advertisers approach advertising budgets continue to evolve too. With the advent of social media, video advertising, and programmatic buying all taking center stage, it’s no wonder that traditional media buying has fallen by the wayside. However, while there are many varieties of media buying these days (buying strategy, adx bidding and hybrid), they all work towards one goal--bringing advertisers together with audiences so they can reach them wherever they are. Here we'll take a look at what is currently known as five different types of media buying: traditional advertising, direct selling, demand side platform (DSP) advertising services, demand side platform inventory (DSPI) and programmatic buying.


What Is Traditional Advertising?

Traditional advertising is the most common type of media buying. Traditional ad placement is when an advertiser buys a spot during a television, radio or print ad with the goal being to advertise their brand in front of the right audience. Traditional advertising can be effective in some cases, but it's not usually the best way to reach your target audience. If you're looking for somewhere to advertise your product or service, you should consider using one of the top three online ad platforms.

Google Ads is the most popular online advertising platform. It allows you to target your ads to people based on what they've searched for on Google. You can also target your ads to people who are in a specific location or who speak a specific language.

Facebook Ads is another popular online advertising platform. It allows you to target your ads to people based on their interests, demographics, and even their behavior.

Instagram Ads is the third most popular online advertising platform. It allows you to target your ads to people based on their interests and demographics.




Direct Selling

It has been said that the future of advertising is direct selling. So what does this mean? Direct selling is buying advertising on behalf of a brand or company, but instead of having an agency handle the process, it's done directly by the advertiser. Direct selling allows advertisers to leverage their creative expertise and decision making power by controlling how the advertising will run. They also have full control over campaign budgets, ad placement, targeting methods and creative content. Some other benefits include collaborating with a media buyer and gaining access to their network of outlets, which may not be available through traditional media planning routes. One challenge with direct selling as a method is that agencies are unwilling to take on new clients because they would lose their commission. Additionally, direct sellers may not have access to some agencies’ networks which can be valuable in reaching audiences.


Demand Side Platform Advertising Services

Because of the sheer number of advertisers and advertising channels out there, it’s often difficult for marketers to find their audience in a way that is cost-effective. This is where demand side platform (DSP) advertising services come into play. These services help marketers target their audience with precision by aggregating information about the demographics of those audiences and determining where to spend money on those audiences. DSPI pools data from various sources, including behavioral targeting and context, which allows advertisers to create highly targeted campaigns that can be easily monitored in real time.


Demand Side Platform Inventory (DSPI)

DSPs are a type of demand side platform, meaning they provide inventory for advertisers to buy. DSPI is the term that refers to inventory that's in-house and on the DSP's own servers. This type of ad buying can be done with or without a DSP intermediary.


In this scenario, a DSP and DMP are used in concert to create targeted ad experiences for audiences. The DMP is responsible for collecting data about the user and then sending that information to the DSP so that it can be used to target ads. This is how audience targeting with ads works.



How Audience Targeting Works With Programmatic Advertising

Now that you know what all of these acronyms stand for, let's talk a little bit more about how they work together:

The first thing that happens is data is gathered by either the site owner or a third-party data provider. This can happen in many different ways, but one of the most common ways is through cookies or similar tracking technologies. The data collected includes things like demographics and interests, as well as behavioral information about what kinds of sites the user visits and what kinds of products they've been looking at online. Once this data has been collected, it's combined into an audience profile within a DMP . This profile gives marketers a better idea of who their target audience is and what kinds of interests they have. Then, when an advertiser wants to target that particular audience with an ad, they know what kinds of products and messages to present.

Facebook allows you to target potential customers based on their likes/dislikes, interests, age, gender, and much more. This makes it easier for you to target your audience with more display ads and content.

For example: You own a women’s fashion store that specializes in selling plus-size clothing. You want to create an ad campaign that targets women who are interested in plus-size fashion. Using Facebook’s targeting options, you can create an ad campaign that only shows your ads to women between the ages of 18-35 who have indicated that they are interested in plus-size fashion.

This targeting option is just one example of how Facebook can be used to target your audience more effectively.


Types Of Media Buying: Programmatic Media Buying

Programmatic buying is the process of automating and optimizing the buying process for digital media. With buying, publishers take bids from advertisers and use that information to set prices and market inventory across channels. Buyers also use new data streams such as video viewership, social media engagement, behavioral targeting, and other audience insights to optimize their advertising campaign performance. In addition to giving advertisers access to larger audiences than ever before, buying also offers a more efficient way to find new customers or drive sales. This is because programmatic platforms can instantly match up advertisers with those customers who are most likely to respond positively--leading to the creation of highly targeted digital marketing campaigns that deliver the best ROI possible.


How Does Programmatic Advertising Work?

Programmatic advertising is an extensive method of buying online advertising space. It allows advertisers to target their targeted audience by demographic and location, as well as with specific marketing objectives. With this in mind, programmatic buyers are able to trade off cost per performance based on real-time bidding (RTB) technology. This allows for a flexible campaign that can be varied easily without breaking the budget. For example, advertisers can upload a list of keywords in bulk and then bid on those keywords at different intervals--allowing for the ability to reach people outside of the initial campaign budget constraints. However, this flexibility also has its drawbacks because it's very difficult to create finely tuned campaigns or measure ROI accurately with RTB technology. If you're in need of media buying services for your business, speak with a professional. You don't have to worry about being left behind when it comes to digital advertising because there are many ways that you can use this digital marketing strategy effectively!


Digital Media Buying Strategy

Media buying gameplans can be complex to get right for any type of business but is especially important for eCommerce. If you want your eCommerce site to convert visitors into buyers, you need to have a robust media buying strategy in place. 


Why Media Buying Is A Critical Function Of Every E-commerce Campaign?

Online advertising is constantly evolving in ways that present new opportunities and challenges. While digital advertising channels have experienced tremendous growth in recent years, media buying, as an effective means of acquiring traffic, remains a critical component of every ecommerce campaign. 


Bottom Line On Media Buying And Media Planning

Media buying is important. The type of digital media buying you should use depends on your business Traditional advertising is the oldest form of media buying. This method entails reaching out to a number of different media planners, such as newspapers and magazines, and finding ads that are appropriate to your company. While this method is effective in generating traffic for your website or other online properties, it's important to note that traditional advertising can be expensive because you'll need to buy ad space by the line rather than the impression--this means you'll be paying more for each digital ad that appears across a newspaper. In addition, traditional advertising doesn't provide a good level of targeting.


If you need media buying, planning and placement:

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