A Beginner's Guide to Media Buying & Media Planning

Jillian Carroll

A Beginner's Guide to Media Buying & Media Planning

July 25, 2022

 Advertisement is one of the best ways to create awareness for your business. Companies go to large
extents to make known their brand. Others invest millions into advertising to improve their customer
base. However, not just any kind of advertisement works. To stay ahead, you must be dynamic,
inventive, and strategic about where you put your money.

Competition is high, and everyone wants attention from the audience. Therefore you need to know how
to place your ads in front of the right audience. Here's a beginner's guide to media buying & planning to
get you started.

What is Media Planning?

Media planning determines how, when, and where an ad is aired. It requires analyzing and strategizing
the best way to deliver the ad. This allows you to tailor the ad for a speci몭c group of consumers to
increase the chances of generating leads. It also requires selecting and combining media platforms
such as Facebook and Twitter to enhance advertisement.

How it Works

simply put, media planning involves the following steps

●        Conducting market research to 몭nd the right audience

●        Setting a budget to maximize spending

●        Formulating objectives and goals to determine how, when, and where to advertise

Media planning allows you to 몭nd the best advertising opportunities and target the right audience.
Additionally, you work on a budget to minimize overspending.

What is Media Buying?

Media buying involves purchasing ad space on channels and timelines relevant to your target
customers. This applies to media types, including television, radio, print, and online platforms such as
websites and social media. This means your ads air at a speci몭c time when most people are watching
or listening. If done right, it gives you maximum exposure.

How it Works 

Media buying works in three ways, including:

Manual bidding: This involves buying ad space on online platforms such as AdWords.

Direct buying: Involves negotiating for ad rates and air time. Therefore, media buyers pick a speci몭c
channel and time when the ad runs; hence can customize the ads for your audience.

Programmatic Buying: Involves automated media buying where arti몭cial intelligence is used to bid for
ad space. Therefore data is used to schedule the ads for the right audience at the right time.

How the two Work Together

Media planning determines the type of ad space that a marketer buys. The planning dictates your
audience, their available time, and their consumption habits. Therefore you can buy the ad spaces that
resonate most with them. For instance, if your products are targeted at family, the best run time for your
ads is in the evenings, just before bedtime. This is because most families are usually together watching
the evening TV shows. This means that media planning is a crucial step for the success of any ads.
Great script and visuals are important for adver몭sing. But the truth is you can't adver몭se successfully without
proper media buying and planning. These are the keys to determining how, when, and where to adver몭se. Always
conduct market research to determine your audience. Then, you can tailor target‐specific ads. Therefore, you
ul몭mately improve your customer base. Whether you're a business guru or just star몭ng, media planning & media
buying makes all the difference.

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