Once you have created the perfect advertisement, the next step is to place your ad with the proper media outlet. This is true whether you are working with a print ad in newspaper/magazines or if you have a television or over-the-top advertisement. Media buying is an essential step in your advertising strategy. It won’t matter how fantastic your print or television advertisements are if your potential customers do not see them. You may be tempted to buy ad time/space directly from media companies. However, this is not nearly as effective as working with a media buying agency.
These are the top 3 reasons to work with an agency to buy ad time/space:
1. Negotiation Skills
When you buy an ad schedule, it is important to negotiate the best possible cost and the best placement. Generally, media companies sell space/time for advertisements based on a CPM, or cost per thousand impressions. What if a television station expects your schedule to deliver 500,000 impressions and it only delivers 300,000 impressions?
When you buy media through an agency, they can negotiate in these situations to get you additional under delivery advertisements or a reduced price. While negotiating your initial schedule, the agency will also use their leverage with the media vendors to get you superior pricing. That way you get more value for your money when you buy through an agency.
2. Industry Knowledge
Buying media is more complicated than you might expect. You need to know what television networks and what dayparts reach the right demographic for your business. You also need to place your ad at the proper time of day and with programs where your potential customers are watching the television for maximum effectiveness.
If you handle media buying on your own, you will find it difficult to keep track of all the latest trends. It’s also tough to understand all the confusing industry jargon. You may also have trouble tracking all the necessary ratings or views information. When you buy media through an agency, experienced professionals handle all of this for you.
3. Time and Convenience
Running a business is time-consuming and difficult work, having to handle all the aspects of managing your business day-to-day can be stressful. Advertising, and specifically media buying, should not be another task on your massive to-do list. This is better left to an expert in the field. When you buy media directly, you will have a large field to navigate and you will receive many calls from other media outlets looking to sell you advertisements.
By the utilization of an agency, an experienced media professional will handle the aspects of media buying. You won’t even have to hear about any potential advertising opportunities unless it can benefit your business. In addition, your agency can track your advertisements and deliveries and tweak your schedules with the stations you advertise with. This increases their effectiveness.
If you want to make your life as a business owner more simple, an advertising agency can help you grow your company without the need to waste your precious time. Amped is the premier advertising and marketing agency in Tucson. We will handle every step of your marketing campaign, from producing your video to media buying to getting your ad in front of your potential customers. Call us today at 520.777.8309 for a free marketing analysis and let’s start growing your business!