The Altering Role of Media Planners and Media Buyers
Media planners and media buyers don’t merely concentrate on radio, television, magazines, billboards or newspapers any longer. Actually, having a couple of exceptions, magazines and newspapers have become obsolete. There’s a number of new possibilities to advertisers, and professional media planners and buyers must remain on the leading edge of the ever-altering media landscape. Expertise and business connections could be leveraged not only to stay up with technology, but also to get prime placement and also the best rates.
In the last many years, newer types of media emerged in this area, including satellite tv, cable tv, satellite radio and digital (or online) media. Digital/online media can include social networking sites for example Facebook, email blasts, internet search engine marketing, referral linking campaigns, websites, YouTube video ads, banner advertising, interactive games and much more.
As technology moves in the speed of sunshine, with regards to media planning and purchasing, the old saying “You snooze, you lose” has not been more relevant. However, because of so many choices, there’s never been a much better here we are at a media planner or buyer so that you can truly concentrate on the right audience with the proper advertising medium(s). When the budget enables, most media planners and media buyers will shoot for a well-balanced “media mix” by which all types of advertising work harmoniously to attain optimal results.
Where traditional media is worried, television still remains one of the top selections for most advertisers, based on their audience and requires. Why? Since it works. Whenever a media buyer is searching for “achieve,” (targeting as many folks as you possibly can previously), television can not be beat for several audiences. That’s particularly true when you wish to achieve your target audience with particular dayparts (certain multiple hrs of day) and/or specific programming. Individuals will always view television, even though it is becoming a lot more hard to contain the attention of the more youthful audience who’s texting, tweeting and viewing their most favorite show simultaneously.
Radio is yet another impressive traditional type of media, for the way it’s utilized and just what customers are selling. Radio is recognized as a “frequency” medium (targeting a particular demographic as numerous occasions as you possibly can). Frequently radio will be utilized for vitamins to television, although not always. So what can really enhance radio’s effectiveness is endorsements by on-air personalities, which holds particularly true for sports and talk show personalities, who generally have really a loyal following compared to average DJ.
Savvy media planners and buyers must completely understand each client’s target demographic, and see the very best media mix to attain both maximum brand awareness and elevated sales. They’ll then create a proper media buying plan according to several factors to guarantee the client gets to be a maximum Return on investment. Most significantly, they’ll negotiate the particular media buy in line with the particular medium’s standard measurement of audience. For instance, with television, that measurement can be established by CMP (cost per 1000), CPP (cost per point), etc. The best goal isn’t to simply achieve everyone, but to achieve the as many folks who comprise the client’s target audience as you possibly can, as numerous occasions as you possibly can, as the very best cost possible.