9 Tips to Turn Media Buying Into Your Brand’s Superpower

Sometimes your brand needs a super-powered boost to get where you want to be. When you’ve hit a plateau and are looking for the next level, the answer is likely media buying. Media Buying, like many aspects of the marketing industry, is another world filled with buzzwords and sometimes, B.S. But don’t fret – here are nine helpful tips that even Don Draper would love.

1. Media Planning vs Media Buying

Okay, first, let’s not get it twisted: Media buying and media planning are as different as Netflix and actual “chilling.” Planning is like deciding you’re hungry and looking up the pizza menu. Buying is when you actually call up and pay extra for stuffed crust. You need to do both if you’re hoping to eat.

Maven Tip: If you are ready to add paid media into the mix, be sure you don’t skip ahead to buying before taking the time to map out a plan. You might risk choosing the wrong channels or overspending on items that don’t fit your target audience.

2. Do Your Homework

Sorry to break it to you, but winging it won’t cut it here. You need to research like a caffeine-fueled grad student the night before finals. And just like that student, you’ll need to keep at it because the landscape changes more than a teenager’s relationship status.

Maven Tip: When you are in the early stages of media planning, it can feel like you’re learning a new language. Don’t be afraid to ask questions. The right media partner will welcome your questions and educate you on their products before presenting a media buy.

3. Channel Surfing 101

There’s traditional media like good ol’ TV and radio where you cast a wide net , and then there’s digital media where you can stalk your customers like an overzealous ex. Know the playground & your audience before you go play. If you’re advertising to grandma, you should probably stop advertising on Snapchat.

Maven Tip: Start with your audience, then decide your channels. There is no one size fits all solution. A customized plan will ensure that you are connecting with your target audience in the most effective way.

4. Cha-Ching Models

CPM, CPC, CPA, CIA, FBI… alright, the last two aren’t relevant in this context, but get your acronyms straight. These are the currencies of your media empire. Choose wisely or face fiscal doom.

Maven Tip: Don’t get caught up in a hamster wheel of jargon. If a media partner presents you a metric that you aren’t familiar with or aren’t sure what it’s proving…refer back to step 2. By asking questions, you will be able to determine which metrics make sense to track based on your goals.

5. Negotiation is Your Superpower

You gotta negotiate like you’re bargaining for the last roll of toilet paper during an apocalypse. You want the best spots at the best prices, with a side of “Can I also get a deal on that?” The worst they can say is no (but they will probably say “maybe, if”)

Maven Tip: Added value is your best friend here. Never sign a contract without asking if there are any “added value” opportunities. These are additional freebies that media partners will consider adding on based on your investment with them.

6. Tick Tock, People

Time is not just a flat circle or whatever that McConaughey guy said. It’s also the essence of when to unleash your ads onto the world. Holidays? Weekends? Middle of the night when insomniacs are vulnerable? Timing is everything and time is money– don’t waste yours by advertising at the wrong times.

Maven Tip: When placing media, ask your partner a few questions.

  • When will my ad run? You might want to request certain time windows, especially with TV or radio to make sure they aren’t running over night.
  • How often will it run? We typically like to cap the frequency at 7. Meaning the maximum times our ad would be shown to one person.
  • Will my ads be optimized based on times that they are performing best?

7. Watch Those Numbers

This isn’t Vegas; what happens in your media buying shouldn’t stay in your media buying. Track everything. If you’re not obsessing over your KPIs, you’re basically flushing money down the ad toilet. Throw your numbers up on a digital billboard as obnoxious as Time Square and track it as closely as you can.

Maven Tip: Check in on your media metrics weekly to see how they are performing. You will start to see patterns that will help you make more informed media buys in the future.

8. Don’t Break the Law

Unless you want to become the star of a legal drama, but not in the fun TV way, make sure your ads aren’t making promises your product can’t keep, or you’ll end up in more hot water than a lobster dinner.

Maven Tip: Nobody likes a phony. Make sure your creative is truthful and informative. End of story.

9. Be as Flexible as a Yoga Instructor

Today’s golden strategy is tomorrow’s epic fail. You’ve gotta adapt faster than a chameleon on a rainbow if you want to keep that ROI looking green.

Maven Tip: Fail forward. Don’t be afraid to try new channels and adjust your budget quickly based on performance.

So there you go, future media mavens. Now you’re better prepared to order a pizza for grandma without breaking the law… or at least hone your media buying. Go forth and conquer—or at least make more informed decisions than you were before.

Need help? Contact a Maven today!