5 Tips for An Efficient Media Buying Strategy
There are 2 types of Media Buying. Manually (direct) or with the help of technological tools (programmatic).
Programmatic buy:
Media buyers use automated technology to buy ad placements.
Direct buy:
When media buyers negotiate ad inventory directly with publishers.
Let’s look at that a little more closely…
What is programmatic media buying? Programmatic ad buying is the use of automated technology to help your business buy ad space. It utilizes data and algorithms to help ensure your ads are seen by the right people at the right time, in the right place.
Programmatic display ads date back almost 30 years—to 1994—when the web’s very first banner ad made its debut on the internet...
Live on hotwired.com as a part of AT&T’s ‘You Will’ campaign, the banner asked, ‘Have you ever clicked your mouse right here? You will.’ The campaign spoke to the technological advancements ahead and the highly-anticipated and limitless possibilities of the future.
Unsurprisingly it was hugely successful, with people clicking because they were intrigued by the new concept.
And of course, there was absolutely no competition!
So, fast forward 28 years… And the question is, how do you plan an effective programmatic media buying campaign in 2022?
Here are our 5 Top Tips to help keep the process simple (and effective)...
Data is your friend. Before launching your campaign, do your research on both Demand and Supply to better target your desired audience.
Where your ad will appear, check the media and its relevance for the marketed application. Assets: use relevant assets and creative sizes, make sure the messaging matches your target audience.
Stay on budget. Make sure not to overspend too quickly, and to claw back as much optimization room as possible. And don't be too careful! You need to gather enough data for optimization.
Track and optimize. Start gathering data as soon as your campaign is launched, but keep in mind that optimizing too quickly is not always a good idea. A full glass is better than half empty, so gather enough data before taking any actions.
Be patient. Patience is essential in the media buying process, especially in the early stages of your campaign. Don't be afraid to spend and trust the data and optimizations. You have to lose some, to eventually win some.
