A direct response media buyer has a different set of considered variables and parameters as compared to a general media buyer. Rather than focusing on enacting or actualizing media plans drawn up by media planners, direct response media buyers focus on which media properties are known to generate a specific quantity of response and therefore can calculate the break even point of the expenditure versus the return. The shared objective among direct response campaigns is the ability of a campaign to elicit the desired response from the consumer, and being able to track that back to the campaign that prompted it.
As a result, the direct response media buyer tends to be more focused on negotiating a functional rate and in purchasing media from the appropriate stations such that the benefits to the client outweigh the costs – both of which can be calculated with more transparency than with general media buying. The direct response media buyer often attaches phone numbers or codes to the media vehicle purchased: to allow sales to be tracked, adjustments to be made and schedules to be changed – all in service of optimizing the results.
Benefits of using a Direct Response Media Buyer
Regardless of whether the direct response media buyer is considering print, television, radio, outdoor, internet or alternative channels, it’s still difficult for them to find a single source of data that gives them visibility across media channels. Without a single platform to evaluate the relative costs and effectiveness of not only channels but specific media properties within those channels, direct response media buyers and each media buying agency often have to fall-back on painstaking calculations and trying to match disparate datasets.
Now there is a new solution for direct response media buyers: LogicLab. LogicLab provides an on-demand solution in the form of single platform access to powerful analytics backed up by advertiser and media to provide visibility into both pre-campaign planning and post-campaign performance measurement. Find out more at www.logiclabinc.com.
