Media Planning and Buying Over the Years
Ever since I was in college, I knew that I wanted to be in marketing and advertising; and since I liked numbers, I knew I would enjoy the media planning and buying portion the best.
After college, I joined a small agency and learned all sorts of lessons about media planning and buying. Most of the experience was with TV and radio and newspaper. Yes, back in the day, we bought newspaper ads in the paper version!
I loved it all. The strategy, negotiating rates to get the best deals and working with the vendors. We even used to get order confirmations via fax!
Although, people never really understood what media planning and buying could do.
Over the years, I moved to bigger agencies and learned new aspects of media planning and buying, all while the marketing world shifted. In the early 2000’s digital was just taking off. People were learning how to buy ads on websites from TV stations, radio stations, digital versions of print, pay-per-click, social media and more. Over the years, digital ads would become more and more popular.
With digital your media planning and buying could see results quicker and in a “real-time” scenario. Plus, the amount of data you collect and view became vital to the process. You’re now able to see when people are buying, what platforms are working the best and which creative has the biggest impact.
It is all in the data. You just have to read it.
The data tells you what platforms are performing better than others, how many people are seeing your ad and clicking on it and then making a purchase.
Can you image? You know your ROI right away! It makes me giddy just thinking about it!
As you can image this also makes clients happy. They feel their dollars are better spent and working more efficiently.
As you are thinking about the purchasing cycle, just know that the media planning and buying can tell you more about your buyers today than it could 20 years ago!
If you need help with media planning and buying, let me know. I am here to help your small business grow!
Want to know more about my experience in media? Check out my LinkedIn Profile!