Media buying is an important step in the advertising process. It involves securing ideal locations, placements, and times to run ads to maximize their effectiveness with specific audiences. The goal is to purchase placements on channels that are most relevant to a brand’s audience at a time when the largest portion of the audience may see the ad, to achieve the lowest cost per action. Media buying includes purchasing traditional media, such as television, radio, print, and outdoor, as well as digital channels, including websites, social media, streaming services, and apps.
Media buyers typically perform the media buying; they seek to match the context of the ad with the medium. For example, a media buyer may secure placement for a face cream ad alongside an article about the top ten best ingredients in face creams on a beauty website, or the Beauty and Personal Care channel on Amazon. Executed correctly, media buys can help brands achieve optimum reach among key audiences by helping to educate customers, making it easier for them to discover new products or brands.
Media buyers work in concert with media planners who create the media plan, which outlines the goals and objectives of the campaign. Media buyers also may also handle negotiation with media outlets or advertising channels to secure placements at a desired time and frequency, adhering to the campaign budget parameters.