Media buying consultants are typically involved in supporting the purchase of time and space for the delivery of advertising messages in the media. This is different from a media buyer who may be an employee of an advertising agency who specializes in such purchases, but, technically, a media buyer is any advertiser, advertising manager, or individual who buys the commercial time or the advertising space. In some large agencies, the purchase of advertising media has become quite specialized, and there are those who purchase only broadcast time (time buyers), others who purchase only print space (space buyers), and still others who purchase only outdoor space (ouldoor space buyers). In any case, the overall nomenclature is that of media buyer.
Media buying consultants aim to provide complete media management versus merely buying media using media buying agencies. Media buying consultants starts with a customized media strategy that is consistent with the advertiser’s business goals, overall positioning and creative approach. Typically armed with years of experience and the knowledge coming from buying in multiple markets, media buying consultants are tenacious negotiators, working exhaustively for the lowest rates possible.
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The best media buying consultants also provide thorough post-buy analysis to ensure the maximum efficiency of each media buy -providing exhaustive follow-through well after the advertising has run. The shared objective is to deliver media plans that make each ad dollar clients spend work and feel like it’s worth much more.
Developing a comprehensive media plan is more complicated than ever. With increasing print and broadcast costs, more competition and new media – media buying consultants typically offer services to help implement marketing strategies in television, print, radio, direct mail, internet by tracking and analyzing available datasets.
Now there’s a new tool to help media buying consultants: LogicLab. LogicLab gives those who buy and plan media the ability to access powerful analytics backed up by advertiser and media data to calculate both efficiency of campaign plans as well as efficacy of campaign results. Check out www.logiclabinc.com for more details.
