A Deeper Look at Media Planning and Buying

What is media planning and buying? It’s a question that many people ask, but not everyone knows the answer. Media planning and buying is the process of purchasing media to achieve specific marketing goals. This could include anything from TV commercials to online ads. It is an essential part of any successful marketing campaign, and businesses and governments alike rely on it to reach their target audiences. In this blog post, we will discuss the importance of media planning and buying and some of the key concepts involved in the process.

The Different Types of Media Buying

When it comes to media buying, there are a few different mediums that can be purchased. The most common type of media buying is advertising. This includes buying ad space in print media, such as magazines or newspapers, as well as online media, such as websites or social media platforms. Some other mediums include,

Offline Channels

At this point, digital media buying is the most common form of buying. However, that doesn’t mean you should disregard others. This is because more and more people are spending their time online. Buying ad space on websites and social media platforms is a great way to reach your target audience.

Out of Home

This is the classic form of media buying. It includes billboards, public transport ads, and other advertising not on a screen. Even though this form of media buying is not as common as it used to be, it can still be effective in certain situations.


TV media buying is still one of the most popular forms, even in the age of digital media. This is because it allows you to reach a large audience with your message. TV media buying can be expensive, but it can be worth it if you are targeting a mass audience.


Podcasts are a newer form of media, but they are quickly gaining popularity. They offer a great way to reach a niche audience with your message. If you are targeting a specific group of people, buying ad space on a popular podcast is a great way to reach them.

Online Programmatic Media Planning and Buying

Programmatic media buying is a form that uses technology to automate the process. It is the most efficient and effective way to buy media. Programmatic media buying allows you to target your ads to specific audiences and track their performance. This ensures that your ad spending is going towards ads that are working.

The Best Practices for Media Planning and Buying

There are a few best practices that you should follow when it comes to media planning and buying. These will help you get the most out of your media spend and reach your target audience.

Set A Budget and Stick to It

When it comes to media buying, one of the most important things is to set a budget and stick to it. This will ensure that you don’t overspend on your media campaign. Buying media that blows the budget is a waste of money and will not be effective.

Have a Goal

In order to determine the best media to purchase, you have to decide what you are trying to achieve. This could be anything from increasing brand awareness to generating leads. Once you have a goal in mind, you can start to determine which media will help you achieve it. Having a set goal helps you target the proper marketing channels and sets you up for success rather than failure.

Pay Attention to Context

The media you choose should be appropriate for the message you are trying to send. For example, if you are selling a product targeted at children, buying ad space on an adult-oriented website will not be effective. Paying attention to the context will help ensure that your media is working towards your goals.

Research Your Target Audience

You can’t just assume that you know who your target audience is. You need to do your research and find out where they spend their time. This will help you determine which media to buy and how to reach them.

Test, Test, Test

Don’t just assume that your media plan is going to work. You need to test it out and see how it performs. Try different media outlets and see which ones generate the most response. You should also track your results so that you can see what is working and what isn’t.

Use More than One Channel

Don’t rely on one media channel to get your message out there. Diversify your media sources to reach the most people. Using multiple channels also helps you reach different types of people. Some people may respond better to a TV ad, while others may be more likely to see an ad online.

Ensure You’re Getting What You Paid for

Make sure that you are getting what you paid for with your media campaign. This means that your ads should be running when they are supposed to and that they are being seen by the people you want to see them. If you’re unsure, ask for a report from the media outlet.

Media planning and buying is an essential part of any marketing campaign. By following the best practices, you can ensure that your media spend is effective and reaches the people you want to target.

Looking for Help With Media Planning and Buying?

If you need help with media planning and buying, look no further than our team at Focused Image. Media planning and buying is essential for businesses looking to win government contracts. We have the experience and knowledge to help you create a media plan that will get results. Contact us today to learn more about our media services.