It's difficult to keep up with the fast-paced evolution of media. It's understandable that a busy brand doesn't have time for that. Wouldn't it be wonderful if you could have someone assist you in developing a media strategy and then have someone else implement it at the lowest possible cost? That is exactly what a media planner and buyer do. Here, we'll go over the fundamentals. Media planners are the people who decide which media platform to use for a new campaign. They will conduct research to determine how to best meet the client's objectives.
Media Planning Process
Internal market research entails gathering as much data about the client as possible. To determine the client's unique selling proposition, a media planner will quickly grasp the client's brand identity.
Market Research From Outside
Examining the activities of competitors within the industry is part of external market research. A media planner will look into how a company currently creates ads and how it compares to the competition. They'll also consider the target market and what attracts them. This will help them decide which media channels to employ.
Setting Aims And Outcomes
A campaign is created by combining the client's desires with the media planner's opinion of what the campaign should achieve. A media planner can help you get the most bang for your buck when it comes to marketing. By working with media buyers, a media planner can help a company set objectives and goals.
Making a Financial Plan
The first step in the media planning process is to determine a brand's messaging. A budget will be set aside after that to ensure that the message is seen on the appropriate platforms. When calculating a budget, the media planner will assign a percentage to each network. A brand might devote 50% of its budget to social media and the rest to mobile ads, billboards, radio, and other forms of advertising, for example.
What is Media Buying And How Does It Work
The media buyers will be presented with the media planners' strategy. Once they have that strategy in place, they will concentrate on the most effective media channels and look for cost-effective alternatives. A good media buyer will be well-versed in all aspects of the current market. They're also in charge of forming vendor alliances. The specifics of what media buyers do are as follows:
Developing Contacts
When it comes to media buying, it's all about who you know. A media buyer can help a company get the best return on investment because they have access to the best deals through their relationships.
Understanding Media Channels
Knowing the right people is important as a media buyer, but understanding media channels is just as important. For different target populations, different media platforms are best. A media buyer will have the most comprehensive knowledge of media channels and will be able to find the best fit for a brand. They'll also be expert negotiators, ensuring that a brand gets the best deal possible. The amount of traffic and exposure it receives will determine the cost of advertising space. It should come as no surprise that Super Bowl commercials are costly.
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