Media Advertising

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Media Buying



TV Advertising

TV is the most influential of any ad format and contributes to 60% of purchases, finds a recent consumer survey. This exceeds the influence of print (45%), online (43%), and social media (42%).

Simply, TV can better educate viewers about products while stimulating both the visual and auditory systems. Activating both senses helps boost ad impact and increases retention.

“Consumers feel that a company with a TV advertisement takes its marketing serious enough to spend money on this fairly expensive vehicle.”

Media Buying

RADIO Advertising

Some people may think that radio advertising is becoming more obsolete because of the prevalence of the internet and other related advertising platforms. However, this is not the case – millions of people all over the United States are still listening to radio, with the majority of them listening from inside their vehicle or at their home. Many companies are still allocating marketing budgets to radio. In many cases it is a less expensive form of advertising, especially when compared to television advertising.

Number of People Listening x Cost to Reach 1,000 listeners (CPM) = Cost of Advertising Per Spot

  • The average CPM rate is in the $12 – $16 range to target listeners between 18 – 49.
  • The average  CPM rate is in the $8 – $12 range for the 50+ audience.
  • The late evening and overnight costs will be lower due to inventory and number of users listening.
Media Buying

NEWSPAPER Advertising

Better targeting: Newspapers utilize sections, releases, and inserts that target audiences for specific areas, groups, or seasons.

Build a reputation: Newspapers work hard to build a loyal customer base through positive relationships. By advertising in a newspaper, you can build your reputation simply through association.

Better reach: While the attention span of an internet user is 8 seconds, newspaper readers spend more time reviewing advertisements and statistically have more purchasing power.


Flexible advertising: Advertisers can choose the exact size, location, and design for their ad. They can also change the advertisement as needed by working directly with the newspaper staff.

More affordable: Newspaper advertising typically costs less per thousand readers than many other forms of marketing. In addition, it offers many options to meet advertising needs and can be customized to meet different budgets.

Offers trust: Newspapers report 58% more trust for news than any other medium, with online coming in at just 27%. If you’re interested in gaining a relationship of trust with customers, newspapers are a great way to achieve that.

Media Buying

MAGAZINE Advertising

Targeted Reach
Different magazines appeal to different audiences. For example, teenage girls may prefer to read Teen Vogue while teenage boys may read ESPN the Magazine. People who work from home may be more interested in magazines that cover topics such as entrepreneurship or work-life balance while working professionals may rely on business and economics magazines. Through magazine advertisements, you can find the right magazine for the right audience and place your ads strategically.

Real Surpasses Virtual
Many people spend a lot of time online trying to chronicle their daily lives on Twitter or post the latest selfie to Instagram. However, since most readers only scan a website for 15 seconds before moving on, the real experience of actually reading a magazine surpasses the virtual one and can create a mind share – a share in the mind of the target customers.

A Longer Shelf Life
Digital advertisements come and go. Companies sometimes must keep paying to ensure their ads are well-placed on websites and repeated every day. Magazines, on the other hand, are generally issued weekly or monthly. They have a longer “shelf life,” as they sit in doctors’ waiting rooms, magazine racks, boutiques, malls, and supermarkets. A magazine left in a doctor’s office will be read by countless patients for many months, and your ad can be seen by many of them.

Brand Recognition and Credibility
Many magazines are well-respected among their target audience, so, when you advertise in such a reputable magazine, people can become familiar with your company and a level of trust is elevated. This recognition is then reinforced when they meet you in person, either at your place of business or at a local trade show or charity event. This not only builds brand recognition but, in time, brand loyalty. Advertisers can greatly benefit from this credibility when their ads are viewed not as ads but as recommendations from a trusted source.

Media Buying

PODCAST Advertising

1. Great hosts make great reads.

Instead of getting a typical 30-second pre- recorded audio spot, podcast listeners hear unique, live ad reads made personal by their favorite trusted hosts.

2. Podcast ads are native, integrated seamlessly into the show.

Great hosts create ad reads that are entertaining and engaging, making the spots part of the podcast, not a break.

3. Listeners pay attention to podcast ads.

They don’t skip ads, because they don’t want to miss out on any part of the show. Fans often cite ad reads as some of their favorite moments. By comparison, when an ad comes on the radio, listeners jab at the preset button to change stations. Podcast listeners are opt-in; they intend to listen to the whole show.

4. Listeners trust their favorite hosts.

They develop relationships with podcast personalities over the course of dozens of hours of intimate listening time. Listeners maintain those relationships because they trust the people they listen to every week.

5. Podcast ads are endorsements.

When a host presents your product or service, she is leveraging the trust that she has cultivated with her listener over time, and applying it to your brand or service. That’s why Midroll encourages hosts to only read ads for brands and products they believe in and can endorse sincerely.

6. Listeners buy products from podcast ads.

An amazing 63% of Midroll podcast listeners have bought a product they heard advertised on a podcast.

Media Buying

INFLUENCER Advertising

1. Quickly Builds Trust
Influencers have built relationships, trust, and credibility with their fans. People respect their content and recommendations.

By sharing an influencer’s content, you’ll soon gain their attention and they’ll begin sharing yours, putting your message in front of an actively engaged audience.

2. Improves Brand Awareness
As noted, influencer marketing can greatly expand your reach and positioning online. Social users will begin to know more about your brand, your story, who you are, and the solutions you offer.

The key to maximizing influencer strategy is ensuring that you’re providing valuable content that adds to their social media presence also, ensuring value on both sides.

3. Enriches Your Content Strategy
Sharing influencer content can helps fill in the gaps of your own content schedule.

This works well in situations where you’ve run out of content ideas or simply need some quality content to publish on your social pages

4. Effectively Reaches Your Target Audience
This is a big one. Through relevant influencers, your content is placed in front of social users that are already interested in your niche. You don’t have to spend additional funds on testing and finding your audience – the influencer has already fostered this audience on social media.

5. Provides Amazing Value to Your Audience
At the heart of inbound marketing is delivering content that solves problems, educates and inspires your intended audience. Influencer marketing embraces this concept, as influencers are already in tune with the needs of the people they serve.

In turn, you can easily leverage their content to give value to your audience.

6. Builds Winning Partnerships
Connecting and engaging with an influencer can be the start of a powerful relationship. When you’re in it for the long-haul, you never know where these connections could end.

Possible joint-ventures, live events, and other opportunities may be in the works.

Media Buying


Most frequent questions and answers

The medium chosen 100% depends on the message and who we are speaking to. Today there are so many options people have in how they consume media, it is incredibly important to choose the medium that hits your specific target. The most effective campaigns today figure out a way to engage the audience by meshing your message into the actual content that the target audience is consuming.

Buyers use their knowledge of the marketplace and stations as a starting point. While it’s possible to negotiate on any number of relevant criteria, most buyers concentrate their efforts on individual program areas they believe will be the most useful.The first thing to take into consideration is audience delivery, which is stated in terms of Ratings and Impressions. They’re both units of measurement:Ratings: audience as a percentage of a given population (such as Adults 18-49 or Households). A 3 rated spot delivers an audience equivalent to 3% of the A18-49 population in your market. Cost-per-point is the efficiency measurement (cost to reach 1% of your prospects).Because ratings are based on population, a 3 rating in a major market like Los Angeles or Dallas delivers far more audience than a 3 rating in a small market, such as Zanesville, OH.
Impressions: persons in your target audience who see or hear an advertising message. These are usually expressed in thousands. An impression of 3 would deliver 3,000 exposures to an advertising message. Cost-per-thousand is the efficiency measurement (cost to reach 1,000 prospects).
Additionally, buyers often have access to syndicated research that provides cost estimates for standard demographic targets across all measured markets. Buyers also use their own past experience as to CPP (cost per point) and CPM (cost per thousand). They may have separate criteria for different dayparts (parts of the broadcast day), or one over-all goal. Regardless of what metric they are using, it is based on delivering a certain amount of audience for a specified cost. For example, 100 Ratings Points x 200 CPP=Budget of $20,000; 1,000 impressions x 3.27 CPM = $3,270.Using audience delivery as a basis, the buyer gets the station(s) to agree on a price for a particular program, daypart, or overall buy that allows them to achieve the objectives set for the buy. In upcoming posts, I will go into negotiation tactics and strategies in more detail, but this gives an idea of what the process involves.

An ad buy is your order for advertising space with a media company. Media buying refers to the purchase of advertising inventory in all forms of media. We buy Traditional Media like TV, radio, buses, billboards, and print. We also purchase Digital Media like Programmatic Display, which includes Remarketing and Prospecting, social, display ads, mobile ads, Connected and Programmatic TV, OTT, and Programmatic Video.

A Media Buyer is a professional planner of advertising budgets. Skilled at knowing how to reach demographics efficiently and effectively, a Media Buyer will take your ad dollars and make them work harder and smarter. Akin to a financial advisor who would help you determine how to invest your retirement savings. Our unbiased buying service plans your advertising budget allocation, executes your media order, and manages the ad purchase to ensure your media purchase’s proper delivery.

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Last updated on December 18, 2020

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