Media buying is the process of buying advertising space on a variety of channels of platforms to deliver a business’s marketing message to its target audience. It includes channel selection, rate negotiations, demographic targeting and campaign management. Essentially, media buying is the process of strategically placing ads where they will have the biggest impact with the desired audience whilst ensuring the best value for the client’s budget.

Media planning is the strategic process of identifying when and how to deliver a client’s marketing messages. It involves analysing audience behaviours, setting objectives and selecting appropriate channels. Media planning is essential for efficient and strategic media buying processes.

A digital media agency will determine the most appropriate digital channels based on the client’s campaign goals, target audience and budget requirements. These channels will be identified in the media planning process. Depending on the campaign goals, we may look to SEM to drive leads and/or sales, social media to build brand awareness and drive conversions, Display or Video for awareness and engagement or programmatic advertising for its precise targeting abilities. A digital agency has the tools and insights to build a strategic, effective digital media plan to achieve your marketing objectives.

Whilst TV viewing has declined in recent years, it remains one of the highest reaching, most effective mediums available to advertisers. The biggest change to TV viewing is the way people consume TV content. TV viewing has diversified, with BVOD becoming increasingly popular amongst certain demographics. However, even with the diversification, TV remains a powerful medium with high reach and the ability to develop brand trust with your target audience.

When a media agency considers planning and buying TV, the agency will look at the relevant geographical areas for a clients’ campaign. Metro TV covers the areas included in the 5 capital cities. Clients have the option to buy into one or multiple Metro TV markets. For example, a TV campaign can be bought in Melbourne only if this fits with the client’s objectives. Similarly, regional TV can be bought by market with clients having the option to buy TV advertising in regional Victoria only. The ability to target your advertising to specific geographic regions can make TV a cost-efficient channel for many clients, particularly in regional areas.

Media reporting and optimisations is the process of collecting and presenting data that evaluates the performance of media campaigns. This process is essential to evaluate the effectiveness of each channel in a client’s media mix. Analysing this data allows media agencies to optimise the current strategy to move advertising dollars towards channels and platforms that are more cost efficient and deliver ROI.

The best media to drive online sales will depend on the client’s industry, target audience and advertising budgets. A digital media agency will take these factors into consideration in the media planning process. Traditionally SEM (Google Search Ads) and social media (Facebook & Instagram) will deliver the most cost-efficient online sales across a range of industries.

Doing your media planning and buying with an integrated advertising agency offers clients a range of benefits, with the key advantage being a cohesive approach across your marketing objectives, budget requirements, media planning and buying and creative messaging. An integrated media agency allows key account managers to be across all aspects of a client’s marketing needs. This not only delivers a more cohesive result for the client but also creates cost efficiencies across the range of functions required to successfully execute a marketing plan.

Media planning and buying costs vary depending on a client’s marketing budget and media channels implemented. The Faith Agency can assist with media planning and buying in a cost-efficient manner, working with clients who have marketing budgets of $5,000 per month to clients who have $100,000 per month. The Faith Agency works with clients to achieve effective media buying strategies regardless of the advertising budget.

When considering advertising channels, a media buying agency will consider key factors such as marketing budgets, target audiences, business objectives and industry. Through the media planning process, an agency will understand the target audience and determine how to most effectively reach them. In most cases this will be a mix of digital channels and traditional mediums such as Radio, TV or Billboards.

Campaign reporting is provided monthly, with detailed data and analysis presented. In addition to this, a media agency will monitor and optimise campaign performance on a weekly if not daily basis throughout the month. At the end of each month, data is collated and presented in an easily digestible format to ensure that business KPI’s are being met and results are being continually improved.