Media planning buying is a subset of the broader process of advertising. Overall, advertising aims to find the most appropriate media vehicles for each of their clients’ campaigns, negotiate favorable rates to fit within the predetermined budget and then create the content for that campaign. The media planning buying function within this overall process focuses specifically on matching the desired audience in each campaign with the appropriate media vehicle.
Media Planning Buying Is A Crucial Step
The media planning portion of this focuses on identifying and describing quantitatively what the desired target audience from the advertiser’s point of view. Once this is identified, media planning then seeks to recommend which media selections will best deliver that audience for the most reasonable cost. This process also typically includes consideration of different media channels and sometimes includes the media buying function. The media buying function in the larger advertising process focuses specifically on negotiating and placing the agreed upon advertisements into the selected media vehicles.
Media planning buying has become increasingly complex given the fragmenting audiences and the influence of channels on each other. As consumers consume media from an ever-wider variety of devices, tracking them to gain their attention has also become more and more difficult to determine both in the pre-campaign planning stage as well as the post-campaign measurement stage following media planning and buying.
Now a solution exists: LogicLab. LogicLab gives anyone in the media planning buying process the ability to bring quantitative data into the decision-making process. The on-demand LogicLab platform allows users 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. LogicLab has been established with media planning and buying in mind. Check out www.logiclabinc.com and watch our 90-second video to see how your media planning and buying just got easier, faster and smarter.
