9 Things You Need to Know About the State of Media Buying

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9 Things You Need to Know About the
State of Media Buying

Jillian Carroll Follow
Nov 30, -0001  3 min read

Successful media buying involves nding the best venue to place an ad.
This ad should be available for viewing for the target audience at the right
time and place. Every form of advertising is di erent. Timely and correct ad
placement is crucial for success. The ad spends must make sense and drive
impressions and purchases. Here are nine things to pay attention to in
media buying.

Optimization

Optimization is one of the most vital aspects of ad creation. All successful
media buying agencies ensure they optimize their ads for better
performance. Most of the time, optimization is automated. However,
whoever sets the campaign should input the right parameters for maximum
ad performance.

Enhancing Brand Safety

With media buying and automation, it’s di cult to tell where the ad lands.
That aside, it should be a priority to ensure the ad runs in a safe

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brand’s identity.

Building Ads with the Media in Mind

The right channels lead to high conversion and return on investment.
Decide whether traditional or digital forms will work best for the ad
campaign. Sometimes, a combination of both does the trick. Also, knowing
where the ad goes helps in ad creation. Di erent media take di erent forms
of advertisements.

Regulating Media Buying In-House

Experts advise that moving media buying in-house produces better results.
Media buying agencies today are practicing this. The result is better
budgetary control, familiarity with the project, and involvement of those
closest to the business.

Understanding Your Media Buying Partner 

Sometimes, it’s hard to trust the agency involved, especially with the
money put in. In-house media buying alleviates such fears. However,
getting professionals to handle media buying might be the best option. If
you’re not knowledgeable in media buying, don’t do it.

The agency working on the project should answer all the questions and
provide a transparent way of helping achieve your goals.

Improving Transparency to Aid in Better Ad Production and Conversion 

Initially, some media buying agencies misrepresented themselves. With the
exclusion of go-betweens and intermediaries, clients now get what they
pay for. They don’t have a worry about where their money is going.

Staying Away from Fraudulent Advertising 

Undeniably, ad placement is sometimes unpredictable. However, a good ad
agency should know where to view the ad. Cases of ad fraud come in when
brands pay very little money, expecting to get mind-blowing results. It is
vital to spend enough money on a credible and reputable media buying
agency.

Improving Measurement Methods 

Agencies provide inaccurate information to reel in clients. When it gets
down to doing the work, clients realize that there are fewer viewers.
Improved measurement methods such as third-party measurement give
accurate data.

Keeping Up with Innovations 

The media buying space is constantly evolving. The future is promising due
to the measures put in place. Transparency and better solutions make the
process less stressful.

 Brands should be realistic as they select media agencies to work with
them. Look for red ags and any loopholes that indicate a lack of
transparency and fraudulent intent.

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