Definition and Major Types of Media Buying
Media buying is to buy ad space from a company operating media properties for the purpose of advertising products or promoting itself. Generally, media buying includes purchasing ad time and ad space, the placement of ads in various media channels, etc. In today's economic times, it's imperative to make a plan of your advertising budget as detailed as possible and get the most value out of your advertising investment.
In another word, media buying can also be referred to as display advertising, meaning that a creative idea is placed on a website, a network of websites, or an advertising network for the purpose of driving traffic or raising brand awareness.
The cost of media buying varies depending on the specific media platform on which the buyer wants to display the ads, with factors like the size of the advertising space, the specific times to display, and other features of the advertising campaign.
Generally, there are three media buying types:
Network Buy: Ads are placed in the network of sites to increase overall impressions.
Moreover, media buying also involves the following issues:
1. Do a research about media vendors and programming
2. Evaluate proposals given by media vendors
3. Negotiate media rates
4. Generate additional value and create media promotions
5. Create insertion orders and run lists
6. Confirm scheduling
7. Issue invoices
8. Manage the execution of buys
9. Negotiate appropriate rates for preemptions
10. Conduct post-buy analyses
China Marketing Agency
China All-media Marketing
Beyond Summits Ltd is a leading all-media China marketing agency, offering one-stop total marketing solutions.
CROSS-BORDER MARKETING & GLOBAL MARKETING
Helping you connect your brands with international consumers & clients.
CHINA DIGITAL MARKETING, SOCIAL MARKETING & MOBILE MARKETING
We’re a leading digital, social and mobile marketing agency in China.
CHINA ADVERTISING & MEDIA BUYING
As the leading advertising agency, offering professional services of global media buying, advertising creative and production.
DESTINATION MARKETING & DESTINATION BRANDING
Providing professional services of destination marketing & branding to both international and China domestic destinations
We offer MICE services from venue finding, hotel accommodation to the complete management of your event.
Event & PR
We offer comprehensive services of online and offline event, EPR and TPR.
China Marketing Consultant
Providing Chinese consumer insight, China market research and China marketing strategy consulting services