subject: Why Use A Media Buying Service When You Can Do It Yourself [print this page] We all know how important media buying is but the real question now is whether you should use a media buying service or would you rather do it yourself? Well, while a hands-on approach to media buying can be a great learning experience, you should also consider that it may not be the best course of action for you to follow. In fact, it may prove to be a big mistake that can cost your company a lot of wasted money and time, not to mention poor marketing results.
Why work with a professional media buying agency? Here are some of the most compelling reasons that you may want to consider:
1.You get professional help without incurring any additional costs. So, how would they gain anything from working with my company?, you might ask. Media stations usually offer exclusive discounts (usually 15%) to media buying agencies. This means that whether you opt to use their service or purchase the ad spots yourself, youll still be paying the exact same amount to the media company where youll be buying your ad spots.
2.Media buying agencies have better leverage. Since these agencies have a number of other clients and bring a lot of business to the table, so to speak, they can negotiate for better timeslots and lower prices far better than any individual company can. And not only that, because these companies have rather extensive experience in the trade, they can safely avoid the most common problems that may come up along the way.
To illustrate this point further, lets give one common problem that often crops up in most television stations- the bumping of ad spots. For one reason or another, TV stations usually bump or remove spots from their schedule. And guess who gets hit the most? Of course, these would be the advertisers whose negotiated contract price is below a specific threshold. However, if youre using a media buying service, you can be sure that youll keep this annoying problem at bay.
3.You can be sure you get your moneys worth. The cost of television advertising is usually based on the number of people who view your ads. So, how can you be sure that you are not being short-changed? The answer lies in accurate tracking something that a professional media buying agency is quite capable of undertaking. Simply stated, if your ads havent reached the target number of views, your media buyer will simply request for make good ads (otherwise known as free spots) to make up for the difference.
Now, do you think you need a media buying service to help you with your media buys?
