Media buying is the strategic process of acquiring ad space across various platforms, aiming to reach the target audience effectively while optimising costs. It spans traditional channels like TV, radio, and print, as well as digital avenues such as social media, websites, and streaming platforms. Media buyers negotiate with publishers, manage budgets, and refine ads for better campaign performance.
For example, in TV media buying, factors like timing, space, and regional scope influence costs. Similarly, on digital platforms, factors like ad placement, dimensions, and website traffic impact pricing. The expense of a media buy correlates with the expected exposure.
Unlike earned and owned media, media buying involves purchased placements. In essence, media buying strategically positions ads, enhancing brand visibility while adhering to financial parameters.