Online Media buying

7 factors that can affect any media buying campaign

Brand building by strengthening its online presence is the one of the most important marketing activities that businesses can do today. And there many ways that can help in increasing visibility. Media buying is also a way of online brand building and it is one of the most popular options.

Media buying is a branch of advertising management. Media buying is investment on real-estate on a site by a company or advertiser responsible for making marketing and promotional strategies of the company. But one needs education to become a successful media buyer. To get high ROI, you need considering factors like placement and price. Ideal placement and affordability will enhance your chances of getting visible and interact with targeted customers at a pocket friendly price.

  1. Identify your target market

A professional media buyer will never get started his media buying exercise until he gets a clear understanding of the market and customers targeted. Whether you are introducing a new product or a service, or the objective is to interact with potential customers in social circles, you have to very sure about your customers. The message should reach the audience it is meant for.

Identify your target market to ensure that you get good ROI on your efforts. The result must be high-quality traffic and not loss of time in driving low-cost of traffic. Consider demographics of the sites where you can promote your business. Factors that can help in selecting a side include sex, age, status and geographic location of the customers. With careful planning, you can easily optimize the advertisements to interest the targeted customers.

  1. Plan the aesthetics

Just like any other media marketing strategy, the media buying exercise also relies on planning and execution for success. In the advertising world, it’s all about look and feel. Make sure that your ads are attractive enough to grab attention of targeted customers. Simply put, assume how he ad will look on a desktop screen and then analyze whether it will be displayed in the same manner on laptops, Smartphones, tablets and other devices. It is called responsive design and it is this design that determines aesthetics of an advertisement. Non-responsive designs fail to deliver results.

  1. Create a reasonable budge

Price is a determinant. It is the deciding factor and the best way to determine a budget for media buying is to treat the budget as yours. If you are buying media for your company then you will be conscious about the investment but if you providing service then you might be liberal in investment. Having a budget that is determined after considering all the factors including future expenses on media buying is a must for management of advertisements. You will be able to choose the media that not only fits into your pocket but also can help achieve your advertising objective. Having a budget will help in making a choice between monthly, daily, hourly and by the click ads.

  1. Compare and contrast

Exploration and comparison helps in locating the most perfect location for displaying advertisements. There are many platforms where ads can be displayed hence you should start making a list of similar media outlets that meet your needs. Compare the shortlisted outlets to find which one is more competitive than others. But remember that your objective is to increase visibility and generate leads and website quality and presentation can play a crucial role in improving visibility of your ads. Paying more could give higher returns, if the platform can increase visibility of your ads.

  1. Expand out of your comfort zone

Established and branded websites are the safest bets in media buying as they get high-traffic and displaying ads on high-traffic websites increases visibility. But the option shouldn’t limited to high-profile sites only. Lucrative deals can be found on exploring more options. For instance a website, blog, newsletter or a network that has just started could offer interesting deals. Investment will be little but returns will be huge.

  1. Track everything

Like other online marketing campaigns, media buying also includes tracking the campaigns and analyzing results that is return on investment. But beginners are more interested in calculating ROI then focusing on their marketing efforts and understanding their present stats. How could one know whether his ads are being viewed and liked by targeted customers until he has stats showing performance of the ads? Tracking is the only way to determine profitability of the ads.

  1. Remember creativity

Be creative in your efforts but make sure that creativity doesn’t overwhelm the marketing message. Companies overspend on media buying to achieve the objective but they miss the objective that is to spread the message. You should remember creativity but delivering right message is more important being creative.


Media buying can help in brand building, lead generation and sales but only when the investment is made on right platform and the ads are made to suit to the targeted market and audiences. The most important thing in media buying is delivering right message at right place and on right time.


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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