An introduction to media buying

If you’re looking to get your business’ name out there in your key target publications, media buying could be the way forward. But what is it? And how do you get started?

Here, Prominent media buying expert Clare Jordan looks at how the advertising option can help your business grow.

What is media buying?

Media buying is a form of advertising that involves identifying and procuring advertising space on a variety of media platforms.

It can achieve a great ROI for our clients and genuinely increase conversions while building meaningful relationships with media providers.

If you’ve ever seen a rival business’ name on a big billboard, in a newspaper or a MPU on a website – you can thank effective media buying for that. And your name could be too.

How has it changed over the years?

The media buying landscape is something that is constantly evolving as people change the ways they consume media.

Gone are the days when it was simply getting your client’s name in a newspaper or magazine – publishers have gone digital and there are more opportunities to get their name out there.

We’ve also seen changes to the radio landscape, which has typically been one of the most popular places to advertise. Hyper local content is harder to come by due to cuts – but the option to reach your target audience is still possible with the right tools and the knowhow.

Why is media buying important?

The thing that makes media buying so successful is the ability to get to the core of your target audience in a much simpler way than other forms of advertising and marketing.

When done properly – and with correct planning – you can target the media your desired customers regularly consume with a message personalised to their demographic. And that can only mean more trade for your business.

It also helps you build relationships with the media organisations you are purchasing from – which can come in handy later down the line for any further work or if you’re in need of a last-minute advert.

What platforms are available?

As the media landscape continues to evolve, so does the opportunities.

Some of the most popular platforms for clients include but are not limited to:

Digital – this can be used for national, regional, local and hyperlocal advertising – and for a variety of broad and niche demographics
Radio – great for national and local coverage
Outdoor – train stations, shopping centres, bus stops, theatres and motorways to name but a few
Press – local, national and trade
Magazines – national, local and hyper local (including local parish newsletters)

Is media buying expensive?

Media buying is not a one-size-fits-all art. It’s about researching and building the best strategies for you.

But what makes it so cost-effective is that plans are tailor made to fit your aims and your budget. And that means media buying more than often brings a brilliant ROI.

The Prominent Media team have decades’ experience in media buying and are here to help advise on the best ways to deliver a successful campaign.

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