Tag: media buyer

Media Buyer

The Modern Media Buyer: Strategies for Navigating Today’s Landscape

Being a media buyer in today’s world is a bit like trying to solve a Rubik’s Cube blindfolded… on a rollercoaster… during a thunderstorm. Okay, maybe not that complicated, but the modern media landscape is certainly wild. From TikTok to traditional TV, programmatic platforms to podcasts, the sheer number of channels where brands can engage their audience is both a blessing and a beautiful mess.

At ON Advertising, our team has made media buying our superpower. And like any great superhero origin story, ours is fueled by strategy, creativity, and probably way too much coffee. Definitely too much coffee. Just ask Paige. Anyway, it’s time to buckle up and learn how today’s media buyers (that’s us!) tackle the madness with style and smarts.

How Media Buyers Do It 

1. Navigating the Fragmented Digital Landscape (AKA Herding Digital Cats)

The modern media buyer isn’t just buying ad space—they’re orchestrating a symphony of social, streaming, search, and more. We’re talking programmatic ads one minute, influencer partnerships the next. Fragmentation is real, and it’s fierce. But fear not: a strategic, unified approach cuts through the chaos. At ON Advertising, we build comprehensive media plans that turn fragmentation into focus.

2. Data-Driven Decisions Are the New Black 

Gone are the days of guessing who’s watching your ad and crossing your fingers. Today’s media buyer lives and breathes data. With analytics dashboards and programmatic tools in our arsenal, we pinpoint audiences with surgical precision. Personalized messaging? Yes. Wasted impressions? Nope. It’s media buying—but smarter, leaner, and way more efficient.

3. Omnichannel or Bust

Modern consumers are everywhere, and so is the savvy media buyer. Whether it’s your inbox, social feed, or the podcast you binge on the way to work, your brand should be showing up with consistency and cohesion. Omnichannel integration ensures your message hits home no matter where your audience is browsing.

4. Agility: Because Plans Change (Almost Always)

If a media buyer had a motto, it might be: “Test, optimize, repeat.” The only thing constant in advertising is change, so we stay glued to performance data, tweaking campaigns faster than you can say “real-time reporting.” KPIs? We live for ’em.

5. Privacy vs. Personalization: The Delicate Dance

Consumers want personalized experiences… but also value their privacy (go figure). As modern media buyers, we walk a tightrope of compliance and customization. Tools like contextual targeting and first-party data strategies help us deliver relevance without being creepy. It’s a win-win.

6. Creative Is Still Top Dog

You can target the perfect person at the perfect time—but if your creative looks like it was made in Microsoft Paint circa 2002, you’re toast. Engaging, contextually relevant content is the not-so-secret weapon of any successful media buyer. That’s why our creative team works hand-in-hand with media planning to ensure messaging that breaks through the noise.

7. Staying Ahead of the Curve

A modern media buyer doesn’t just react—they anticipate. AI-powered targeting, influencer marketing, VR ads… we’re keeping tabs on it all. Because the future waits for no one, except for maybe my mom, who is still trying to figure out TikTok.

At ON Advertising, we don’t just buy media—we craft experiences, drive results, and stay ridiculously obsessed with the ever-evolving ad game. Whether you’re a brand looking to make sense of the madness or just here for the digital dad jokes, remember this: the media buyer is your MVP in the marketing world.

ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest

We are the largest minority-owned full-service agency in the Southwest and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.

Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!

The heart of Times Square highlighting all of the different types of media advertising

Media Buying – Choosing The Right Media For Your Business

When you think of an advertising team, you probably picture a group of writers, artists, and account executives huddled around a conference room table. As creatives, we can spend all day creating ads, but what’s the point if they’re not seen by the right people? That’s where the media buyer comes in. Media buyers are an integral part of an agency’s success as their job is to understand the client’s goals and target the right audience on the right advertising platforms. Without the media buyer, your message can easily get lost in the static.

What Does a Media Buyer Do?

Media Buyers plan and negotiate buys for various clients. They work with other departments to better understand the client’s marketing goals and the target audience for the advertising. With this information, the media buyer will purchase ad space where the target audience will respond, engage, and buy the company’s products or services. They are knowledgeable in all aspects of media, including television, radio, print, billboard, digital, and OTT. By knowing the different areas of media, the buyer helps choose the right medium that would give the client the best return on investment (ROI) for their advertising dollars. 

Look At Where Your Competitors Are Advertising

The media buyer takes several things into consideration before making recommendations on where you place your hard-earned advertising dollars. This includes looking at your competitor’s ad placement and ways to outshine and outperform what your competition is doing so you capture more market share. 

Fine Tune Your Message With Consumer Analysis

It never hurts to do research, especially when you’re marketing your brand to consumers. Trends and buying habits change over time, and it is the media buyer’s job to make sure your message is seen in relation to their interests. If your target audience is a part of the generation Z demographic, buyers must look into their buying habits and current trends that could help your brand stand out.

Which Medium is Right For You?

With several different places to advertise, the media buyer has many outlets to choose from to get your message out there. Depending on the marketing strategy, the buyer may decide on television, print, radio, digital, or billboard spots. Each with their own benefits, including:

  • Television: Can deliver a message visually and audibly with a low cost for viewing
  • Radio: Provides an outstanding reach, frequency, and ability to expose the listener to build awareness
  • Billboard: With placement along freeways, it provide a high reach and visibility
  • Digital: Digital advertising has strong targeting capabilities that will provide brands a more efficient way of delivering their message to their audience
  • Print: This medium benefits from a highly engaged audience, which may translate into action

By combining research, analytics, and strategy, the media buyer will ensure your ad reaches the proper audience, engages with them, and gets your audience to buy your product or service. 

Make Your Brand Stand Out With ON Advertising

In today’s digital world, there are several ways brands can stand out amongst your competitors. At ON Advertising, we work closely with our clients to ensure their brand is front and center. Advertising is a strategy, and knowing when and where to buy takes an experienced media buyer. Contact us today to get started.

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