In today’s fast-paced world, multiple start-ups are launched every day and all of them require some form of an audience to which they can sell their product or services. Amidst so many companies trying to acquire more and more customers every moment, you need professionals to help you make the right decisions with regards to your advertising campaigns. This involves choosing the best advertising platform, choosing the best target audience, creating a budget-friendly ad campaign, creating an engaging and informative video or media that will be promoted, analyzing your results and trying to scale your advertising campaigns. All of these points are just the tip of the iceberg; a lot of effort goes into building sustainable and profitable ad campaigns. You need to find the best media buying service to get the maximum results.
What is a media buying?
Media buying refers to buying commercials, ads, or other sales messages with the intent of getting the ad viewed by the target audience. These ads may have different intents like some may want to build brand awareness, some may want to sell a product or service, some may want to educate their audience, etc. Some popular advertising platforms are TVs, Newspapers, Social Media and so on.
Steps to find the best media buying services
It is very important to find the best media buying services to run profitable ad campaigns. Steps that will help you to find the best media buying services are as follows:
- Pre-launch preparations
Every media buying service is unique and has a different specialization. Before you start searching for the best media buying services, you need to figure out what do you need. Different companies may have different plans for their ad campaign and may need the help of experts in a particular area. Therefore, you need to find out what do you really want from your media buying agency and find those media buying service which specializes in that particular area.
- Ensure proper communication
You need to make sure that you have properly communicated your requirements and expectations before buying that service. You need to be very clear about your target audience, your budget, your limitation, your expectations, and your goal while choosing the media buying service.
- Ask the right questions
The following questions will help you to judge when choosing a media buying service –
- Do they conduct a thorough market analysis?
- Do they understand financial concepts?
- Do they have access to all the industry level tools?
- Do they match the target audience with the proper media channels?
- Do they diversify your spending?
- Do they test the ad creatives before investing a huge amount?
- Do they have strong connections in the media industry?
- Are they good negotiators?
These questions will give you a strong indication to either choose or reject a particular media buying service.
- Post campaign calculations
Once your campaign is over, the results need to be properly analyzed to make correct decisions for the future campaigns. You need to look for those media buying services that provide complete and thorough analyzes of the results, point out the problems in that ad campaign and help you not to repeat those mistakes in your future ad campaigns.
Importance of choosing the best media buying services –
Choosing a good media buying services is very important because of the following reasons:
- They negotiate well
Big media buying service providers can leverage the collective budget of all their clients that benefit all the clients. Along with that, they have been in the business for years which means they have good relations with big companies, advertising platforms, and influencers that help you in getting the best deals.
- They handle all sales calls
Talking to media sales reps and closing an advertising deal can be a very tricky task. Choosing a good media buying service will make them the point of contact and the media buying service provider will be able to handle the media sales rep, get you the best deals and help you in building relations in the industry.
- They are experienced professionals
Advertising is a very competitive and dynamic industry. If you are just starting out, it is certain that you will need the help of professionals to give you the best advice and help you in reaching your goals as fast as possible.
Common media planning mistakes
While choosing a media buying service, you need to avoid these common mistakes to make your ad campaigns profitable and sustainable:
- Not having a measurable goal
Before you choose any media buying service, it is important for you to gather the proper data and identify exactly who it is you want to target and what do you expect to gain from these ads. You need to get help from professionals to estimate the results you are wanting in numbers and once the ad campaign is over, you can compare your estimations and results and then take corrective actions accordingly.
- Not testing enough
It is almost impossible that you will hit your goals in the first attempt. Choosing a media buying service and running ad campaigns is a highly dynamic concept. The things you have under your control are very limited and creating a profitable, sustainable and successful ad campaign may require many attempts, trying new creatives or trying out new platforms, etc.
- Afraid to diversify
There are many combinations you can try. These combinations may include a different video or media to promote, use different colours to impact human psychology, use different platforms to advertise, try different timings to advertise and so on. There are many small details you can adjust to get different results and you need to spend your budget on trying different things to see what works and then try scaling it.
- Not being patient
The advertising game can be very cruel at times. Even after choosing the best media buying service, they may take some time and some attempts to find the most profitable ads sets. You need to be patient and ready to spend a bit to make sure you find the best ad combination and get the best results.