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Alexander Maximov
Alexander Maximov

Tv Media Buying


Media buying refers to the procurement of advertising on mediums such as a television, newspapers, commercial radio, magazines, websites, mobile apps, over-the-top media services, out-of-home advertising etc. It also includes price negotiation and the appropriate placement of ads based on research to reach the right audiences considering the product, service and message being advertised. A media buyer is tasked to perform such activities.




tv media buying


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Rates, demand of leads, space, and time, and state licenses vary by state. National media buyers need national media planning to generate national media marketing strategies and national media advertising that can be adaptable from area to area but also work on a national level.


There is an apparent distinction between general marketing media buyers and direct response media buyers (DRMB). General market media buyers enact or actualize media plans drawn up by media planners. They negotiate rates and create media schedules based on a media plan constructed by a media planner. Through the media planner, general market media buyers rely on published cost per point guides. An experienced DRMB knows which stations generate a specific quantity of response and knows within reason, the break even point of the expenditure versus the return. With that information, the DRMB is efficient in negotiating a functional rate and in purchasing media from the appropriate stations.[citation needed] The DRMB attaches unique phone numbers to each station they purchase media from and track the sales, and make adjustments to the media plan and schedule as necessary to optimize results. DRMB can be short-form or long-form, although long-form is becoming increasingly unpopular. With these differing methodologies, direct response marketing can be considered a specialized arena - although some agencies considered to be DR-focused also execute and implement general deals.


Media research planning can be done by media buyers as well as media specialists. Depending on product and service, Media Buyers and Media Specialists must do a fair amount of research to determine how best to spend the allotted budget[citation needed]. This includes research on the target audience and what type of medium will work best to reach the largest number of consumers with the most effective method. Media planners and media specialists have a vast array of media outlets at their disposal, both traditional media and new media. Traditional media would include radio, TV, magazines, newspapers, and out of home. New media might include satellite TV, cable TV, satellite radio, and internet. The internet offers a number of online media channels that have surfaced with the improvement of technology and the accessibility of the internet. Online Media can include social media, emails, search engines and referral links, web portals, banners, interactive games, and video clips. Media Planners and Specialists can pick and choose what and/or which combination of media is most appropriate and effective to achieve their goal, whether it is to make a sale, and/or to deliver a message or idea. They can also strategize and make use of product placements and Positioning. Inserting advertisements such as print ads in newspapers and magazines, buying impressions for advertisements on the internet, and airing commercials on the radio or TV, can be used by both Direct-response and remnant advertisers.


Prior to the late 1990s, media buying was generally carried out by the media department of an advertising agency. The split between creative agencies and media agencies is often referred to as "unbundling". In 1999, WPP Group created MindShare from the media departments of its two advertising networks, Ogilvy & Mather and J Walter Thompson, now JWT.


In 2003, after purchasing Young & Rubicam and Tempus, WPP further consolidated all of its media operations including media buying and media planning through the formation of GroupM, which is now the number one media investment management company in terms of billings. The other major media holdings include Omnicom's OMD, Publicis's Vivaki and ZenithOptimedia, Interpublic's Mediabrands, Dentsu Aegis Network's Aegis Media and Havas's Havas Media.


Despite increasing competition from a diversified media market and increasingly powerful social channels, linear television retains its power to offer high ROI for advertisers and the brand-safe medium still dominates advertising budgets. The pivot towards digital advertising, however, has highlighted many of the shortfalls in the process and ways in which it has failed to maximize its use of current technology.


- Campaign objectives of the advertiser- Inventory and ratecard of the TV broadcaster- Placement preferences- Legal and corporate constraints and compliance guidelines- Target objectives of the media agency


It then generates fully automated buying scenarios, optimized against your KPIs, and creates a result that includes concrete spot placements. The result is visualized in a real-time KPI dashboard so you have full visibility of the overall picture, as well as the concrete generated spotlist.


AdAgent generates immediate ROI and usually pays for itself in three ways. For example, if AdAgent simply helps to avoid to place a one or two compensations spot in a close-to-primetime event, the monthly rental cost of the product should already be covered. Additionally, the system will help reduce your net cost per GRP and/or CPM, resulting in impressive savings. The system will also drastically reduce manual work and achieves a frictionless process. In each of these three individual examples, the product has already paid for itself, with the likelihood of greater savings being achieved in continous operation. Please contact us for more details on how AdAgent could work in your particular environment. We are also happy to provide you with a concrete offering.


AdAgent is a highly scalable, cloud-based solution. Therefore the services are instantly available. These services can also be connected to your inhouse system, e.g. a media planning tool, via our open API. While our recommendation is to use the system as a cloud service, AdAgent can also be installed on-prem. Concrete sizing requirements depend on the number of expected transactions. Please contact us to evaluate your particular requirements and we are happy to provide you with the corresponding HW-sizing.


AdAgent contains an open API and can be easily connected to any internal and external systems. It can service EDI interfaces to directly communicate with the TV broadcaster, for example to receive program schedules and inventory information, or to provide the broadcaster with your media buy sheets. It can also connect to rating agencies in order to receive post- and predicted ratings. Internally, the product can be connected to your media planning tool, CRM system, finance application, and certainly your reporting system and data warehouse for advanced analytics.


As data enters the realm of TV buying, it is taking on sensibilities already native to digital practitioners and strategists. One would assume digital marketers are well positioned to inform the trajectory of advanced TV in their organizations with the convergence of data-informed audience targeting with TV.


With our TV and radio media buying services, we will handle media requests and proposals relating to the bidding process for media slots. With our experience we are also skilled at negotiating added value as part of the Request for Proposal (RFP).


Media buyers engage directly with the advertising channels themselves, ensuring that the budget is assigned in the most cost-effective way. Sometimes, this involves monopolizing on under-served channels or shaking hands with media vendors to snag the very best deals. 041b061a72


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