Companies are always looking for the best way to promote their products. This is how buying digital media is born. This can be a great idea to reach as many listeners as possible. There are many media outlets here and everyone has a huge audience.
There are virtually endless options in front of different types of media users. And it makes sense that people spend most of their time online since there is so much digital space. Thus, the digital field has become a suitable place to spread advertising.
But like all decision-making, you have to have a strategy. In this case, you need a good media plan before making a future purchase. That way, you know which one is best for your business and which one is not profitable.
The universe of buying digital media
You've probably never heard of buying digital media. But do you know what it is? It takes time to publish in media and advertisements. Also, it involves monitoring ad editing and tuning techniques to optimize the effectiveness of your ad promotion.
You must be clear that you need a large number of strategies and discussions through which you can maximize your advertising budget. Think about these things that will help you succeed in media planning.
You are probably asking yourself one more question: what are media buyers and what is their role? His answer is simple: he is the one who is responsible for achieving the directed medium, whose work is based on getting the message to the target audience.
What can you achieve by buying digital media?
It is essential to know what you want to achieve. It is always important that you know what your objectives are before you know them. When buying media they should focus on taking the creativity of your ad and presenting it in the right context to your target audience.
It's not just about context, it's about timing and optimal format, so you can start a successful advertising campaign. These can be focused on improving brand awareness or increasing conversion rates. In both cases, there is a complete digestive tract that can help you achieve these goals.
And the purpose of media buyers is very clear: they let you discover the best places and negotiate to buy them for you. The goal is to help build your brand to achieve the expected results.
Benefits it offers you
Having already learned the basics of buying digital media, you may have a clear idea of where to deal with the decision-making moment. But if you are still thinking about it, knowing the benefits and wisdom can improve the acquisition:
Not all amounts are the same as size, you will find that fair prices for different budgets. Keep in mind that one-click bid prices ensure enough metrics to beat the competition.
This gives you a highly targeted opportunity, as you can make an accurate prediction of who your ad was shown to. For example, if you work on Facebook, you can use user data from that social network and create an ad for it.
You need to be more specific with the help you perform toward other people. But not only that, you can be sure that your budget can earn more in terms of investing with media purchases. Because it will take the right people.
The metrics they provide are trackable, allowing you to track exactly how often you see an ad. Also, no matter how many clicks or even a conversion occurs. It makes it effective and fast.
Provides speed of implementation and gives you the ability to edit, increase or decrease budgets that ensure complete control over your advertising, spend per click, budget, and even ROI for investing in advertising.
What will you face?
While there are many benefits to buying digital media, there are also many positive aspects. It is important that you take note of these so that you know what to avoid in the process:
There may be security issues that affect the brand. For example, if one of your ads appears alongside an opposing site or content that users deem inappropriate. This can damage your brand's reputation.
Risks of ad fraud if placed on phantom sites such as unknown sites or applications. These can be seen in pixel files, where the ad is seen as an irresistibly small or decorated ad, layered on top of each other.
Also, beware of masked URLs, so that your ads may appear unexpectedly online.
Lack of transparency can occur due to the complexity of digital media purchase tracking. Some parties involved in buying ads use it to take advantage of the business.
Links between promotion planning, ad creation, and media buying process. If these three aspects are not integrated in the right way, you can risk the success of your strategy and the good results of your advertising campaign.
Steps to follow to purchase digital media
If you have already decided to buy digital media, you need to be aware of the process you need. This way you can get the most out of it and get the best results from the process:
1- Work with strategies
Media buying strategies are a key part of success. And it is through them that media buyers follow the best way to achieve the best results within your budget. Additionally, they can mix media types and other aspects of your plan to explore before taking action.
2- Identify the best means of communication
How to start implementing the plan? The first task is to identify the different media platforms that you can advertise. And above all, you can mix digital media with traditional themed media such as print, radio, or television.
However, since it is related to digital media, it is better to focus on all the online platforms that can help you in your online advertising. This step simplifies the process: the buyer will be responsible for sending offer requests to any media you want to work with.
3- Make the negotiation and purchase
Once your advertised digital media is selected, the buyer will take the most important step in the negotiation process. This is where the best place to advertise will be determined before the official purchase.
Keep in mind that most of the process of online advertising is automated, so it does not involve the discussion of traditional themed themes. But media buyers need to be able to make strategic decisions. These show your ads in the best place/time and at the best prices.
4- Launch the campaign
After the discussion is over, i.e. after the purchase, the promotion starts. Your ads start appearing in different places at the discretion of the media buyer.
This is where the media procurement agency's publicity assessment needs to begin. That way, you can be sure that your ads are working properly.
5- Monitor and optimize results
It’s not about running campaigns and voila, the only way to know if it’s working is by observing the results. This information will help you optimize ongoing promotions and future promotions. Remember that once you start viewing the data you need to make some adjustments so that you can guarantee better results.
It gives you the ability to identify initial issues and find better ways to get across your messages. Keep in mind that none of these are essential in the purchase process.
You will understand that there are a few specific steps to follow like any purchasing process, which is highly relevant. Always remember that if you work with them, you will be able to achieve your goals and achieve the best results in your digital media promotions.
But to help you a little more, at JOCIAL we offer you our Influencer Marketing and Branding service, through which you can expand the reach of your brand with the purchase of advertising space. You already know that achieving every process will make it your perfect ally. So don’t think about it anymore and start advertising in digital media.