Media buying transactions have been taking place for decades and recent shifts have changed the process completely. Media placement competition is at its highest level, with every ad dollar needing to be spent wisely.
Much of media buying budgets are allotted to cable TV and digital outlets. Cable TV is a more specific medium that allows advertisers to target consumers with pin-point accuracy. Production costs are slightly higher for spots on cable TV than those produced for radio or print. The advantages of an ad spot run on cable TV are the inclusion of both sight and sound stimulants for the consumer. Cable TV spots urge the consumer to act. Currently, the most popular ad spots are during the evening on major programs such as Modern Family and Thursday Night Football.
There are several trends that you need to be aware of when buying media. Since the beginning of media buying, negotiation has been the deciding factor to any deal. Human interaction is the sole factor that has not changed in media buying over the years. Media buying is the negotiation between two parties on where and when an ad spot is placed and how much is spent. The recipe for media buying success is having a balance between human negotiation and programmatic media buying.
Programmatic media buying uses advanced algorithms to help advertisers expose their products to the optimal target audience. The process of programmatic buying is done completely digitally, with minimal human interaction. According to Maarten Albarda, a marketing consultant and co-author of Z.E.R.O.: Zero Paid Media as the New Marketing Model, “Right now the majority of media is negotiated, but it will become majority programmatic in the future. I can certainly see where negotiated media will continue to play an important role, primarily around live events, such as the World Cup, the Oscars, and the Emmys which go beyond spot buys and may also involve sponsorships. These kind of events will continue to be negotiated. Today, these types of deals make up the majority of media buys for large brands, but anything else that’s run-of-schedule will become programmatic.”
At Integrated Advertising Inc. we take all current trends into consideration and work tirelessly to ensure we are finding the right medium for you to get the best deal possible. To learn more about the extensive set of media services we provide, visit http://www.intadvertising.com/services/ or call us at (904)-296-2585!
Integrated Advertising is a full-service agency based in Jacksonville, FL., known for its expertise in strategic planning and negotiating, its award-winning commercial production, and promotional and event management. At Integrated Advertising, we help each client strategize the right plan to place the right ads, in the right spot, at the right time, so you can have a profitable company. Visit http://www.intadvertising.com/ or call (904) 296-2585 for more information
Sources:
http://fitsmallbusiness.com/tv-advertising/
http://tvline.com/2016/12/23/ratings-2016-2017-tv-season-winners-losers/
https://targead.com/main-trends-media-buying-industry/
http://screenmediadaily.com/can-media-buyers-remain-relevant-age-automation/
