Media buying
DefinitionPaid Media
Media buying
Purchasing the advertising space and time the plan calls for - negotiating rates, placing orders, or trading programmatically - and stewarding the spend as it runs. The execution half of media, graded on the price and quality of the attention it secures.
Evidence from the library
Busy Work = 38% of campaignsAdvertising Planning Matrix - Growth Engine, Cult Hit, Paid Noise, Busy WorkPrinciplePlan the media mix monthly, reallocate weekly, and keep a no-strings testing poolPrinciple"Brand and performance are just channels. As a marketer, your job is to find attention at the best value, and then you need to make that attention count. Finding the best value is the media buy; making that attention count is the creative."Quote£1 vs £40 CPMThere's no relationship between media price (CPM) and creator campaign outcomes - cheap buys can win, expensive buys can lose.Warning5% / 10% / 15%Unbundling media from creative let media agencies work for 5% of the old 15% commission, but clients wouldn't pay the remaining 10% for creative, pushing creative onto labor-based fees that procurement then halved again.Case
Source
Marketing Definitions
standard media practice
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