Bigger Isn’t Always Better When It Comes to Media Buying

Friday, Jun 29, 18 By Nartak Media Group

Young people holding phones

Media buying has seen a transformation over the years. Gone are the days of regional TV broadcasters and limited radio channels and newspapers in major cities. With the advent of the satellite TV boom and media proliferation, the media marketplace encountered many changes in recent years.

Here are some of the major reasons it’s best to be strategic when it comes to media buying.

Media buying is brand-specific

What does this mean? Rather than bid for a large amount of the available inventory of space and time, and merely distribute this among brands an agency partners with, it’s important to focus on the space and time that a brand requires.

The way we consume media has changed, so must the buying

With the advent of mobile devices, consumers are inundated with digital content, social media, web radio, digital music, and more. This creates an environment where media buying must be multi-media, adding considerable complexity.

There is no one-size-fits-all approach. Media buying is shifting to being strictly consumer-centric where it addresses the specific brand.

Access to consumer data enhances our ability to target

Using technology and algorithms to our advantage, we now are able to access and leverage granular consumer data to target consumers with laser precision. We can target by demographic, purchasing patterns, attitude, behavior, motivation, life stage and more—all in real time. That’s impressive.

Knowing the Brand is King

The better able we understand a brand, its consumer, its partners, and its position, the better we can take and use the information we have access to and strategize.

Bigger isn’t necessarily better

Today, the best value comes about through in a variety of tangible and intangible ways, through various strategic initiatives:

  • Relationships between media buyers and sellers
  • Benchmarking
  • Competition
  • Media research data
  • Brand investment
  • Cross-media investment

Interested in learning more?

While there is no magic bullet when it comes to media buying, one thing is certain. Partnering with an experienced, motivated, and dedicated team such as the media buying experts at Nartak Media is the key to success. Call us today to inquire how we can help you and your business.