It’s a bit of an understatement to say media planning and buying are complex. We get a lot of questions on the topic and it’s one of the reasons we shared our Q&A with industry expert Paul Evseroff with NBC Universal OTS back in October. Yes, there are numerous details involved with media planning and buying, but we’re always up for a good challenge! That’s why it’s one of our specialties as a full-service creative and marketing agency.
Our media philosophy is to optimize the right message, on the right media, for the right audience, at the right time. We do this by aligning with our Discover, Evaluate and Create process that guides all of our work.
First, we help clients understand the four types of media:
Owned
This is content you create and share on communication channels you own.
Examples: websites, videos, podcasts, newsletters, white papers, blogs, webinars
Earned
Content written about you or your business that you have not paid for or created.
Examples: public relations, media articles, viral marketing, some influencer outreach
Shared
Content created and shared by communities.
Examples: social media comments and shares, online reviews, feedback forms
Paid
Content you pay to place.
Examples: Google Adwords, display/video, tv and radio ads, direct mail, print ads, social media ads, outdoor media (billboards, banners), influencer marketing, retargeted online ads
Next, we delve into the paid media category. Here we begin to go deep into our four-step approach to media planning and buying.
Research & Discover
In this step, we research company core strengths to define or redefine the brand while also identifying unique value propositions and verifying key audiences. We carefully take the time to develop a Brand Brief to guide the process and all future initiatives. This data provides the foundation for determining the right mix to reach your target audience so media budgets are maximized efficiently and effectively.
Analyze & Plan
In the second step, we analyze the company’s strategic plans and current marketing materials and audit the competitive landscape. It’s at this stage we develop a plan with the media strategy, goals and objectives and map out Key Performance Indicators (KPIs) for measurement.
Create & Implement
Once the plan is complete, we begin to manage the media buying process. Our extensive knowledge about all media facets coupled with our relationships with national media reps allows us to negotiate and extend buying power, securing the best possible value for clients. During this process, we also create branded designs rooted in strategy to connect people emotionally to the company brand, building recognition and value over time. Ultimately, we implement the final ads across the agreed upon communication channels.
Evaluate & Report
The final step is to review effectiveness and continued relevancy of the strategy, goals and objectives. What’s working and what’s not? We identify and measure relevant KPIs through each step of every ad campaign and make adjustments if needed. Data obtained helps shape not only the current campaign, but future campaigns as well as we test effectiveness of each tactic.
Our overall media philosophy and four-step approach creates powerful media plans that yield results by formulating the media strategy and selecting the right media mix to reach your audience. We create a well-rounded methodology from market research to buying and negotiating to measurement and analysis.
We’ll continue to explore various components of media planning and buying in future news articles online and in our Take V newsletter. Of course, we’re always available for questions, so give us a shout if you would like more information on media planning and buying.