Media buying is a fine art comprised of leveraging relationships, creative thinking and research. Knowing where your customers are, understanding how to reach them and posing the right message are important factors when generating a media plan. Advertising techniques can range from the tried-and-true print to experimental, new platforms such as influencer marketing. Media buying involves securing enough spots to reach your audience without overstepping your budget or overwhelming your audience on only one platform. Running a profitable sales promotion includes negotiating a competitive media buy by weighing the platform and its demographics. Depending on the client and target market, one or all mediums could be used.
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Pay-per-click (PPC) or cost-per-click (CPC) advertising is a model used to direct users to company websites and campaign landing pages using researched keywords. Platforms like Google’s Adwords offer real-time feedback to guarantee quality traffic to websites. Other methods include retargeting, social media and banner ads. Sometimes used in conjunction, these methods target users based on interests and web history to display ads on sites they frequently use.
Billboards, a form of outdoor or out-of-home advertising, are a great tactic for reaching a specific geographic audience with a broad message. As commuters and passersby encounter them on a regular basis, they work well for brand recognition and awareness. For companies looking to gain market share or top-of-mind awareness, billboard advertising and outdoor signs are effective methods.
While the digital world is growing at a rapid pace, print media is still alive and well. Seventy percent of Americans prefer to read on paper and 67% prefer print advertising materials to digital ones.
Radio is the second most powerful medium in the United States, reaching 59% of the country’s population daily. Maintaining an understanding of how stations segment their demographics for radio advertising influences the success of media buys. Radio commercials need to be calculated – the right frequency, reach and time slots are a few of the factors controlling the efficacy of your broadcast.
Even with the Internet accessible at all hours of the night, adults ages 35-49 still manage to watch more than 33 hours of traditional television per week. On average, an hour-long television program is comprised of 36% commercials, giving your brand plenty of face time opportunities with its audience through TV advertising. One specific type of TV spots are public service announcements – PSAs are public interest messages created to raise awareness or change public opinion.