When people watch commercials on television, hear them on the radio or see ads in their newspapers and magazines, they don't generally wonder why certain advertisements appear at certain times during a program or in a certain place in a publication ... unless they're marketers or media buyers.
A media buyer purchases ad space on radio or television, in magazines or newspapers and on the Internet for client companies. Some companies can afford to have media buyers on staff, while others outsource their ad purchasing responsibilities to media buying companies. When companies do outsource to media buying agencies, they must choose wisely.
Travis Joyal, public relations specialist for Page Communications, supports using media buying companies that offer an array of services. "Those companies that specialize in multiple marketing services are more experienced in strategically buying advertising to fully support all other realms of marketing," said Joyal in an e-mail interview.
"Every aspect of marketing, from Affiliate advertising to PR to social media, tie together and media buying companies specializing in multiple marketing services tend to have a better 'all around' knowledge of how all of these marketing arms work together. However, the relationships the media buying representatives have with advertising representatives is the most vital factor when considering a media buying company. Don’t hesitate to contact media advertising representatives (newspapers, magazines, television, radio, etc) and ask them which media buying companies they prefer to work with."
Freelance media buyer, Amy Maurer, believes that media buying companies that specialize in media buying only are a wiser choice. "Media buying requires such a specific set of skills that I would argue it's always best to use a company that specializes," she explained via e-mail. According to Maurer, media buying companies that specialize offer a better "understanding of the complexities of putting together a buy and have the relationships that are needed to do it right."
Joyal offers advice for choosing a media buying company, whether it specializes in media buying only or offers a variety of marketing services. "[Look at] past and current clients. Do they currently represent clients that are similar in nature to your business? If you own a casual dining restaurant and the media buying company primarily has bought advertising for sports teams, look elsewhere. A media buying company that has experience in buying advertising in your industry is key. They are familiar with your target audiences and can place advertising to most effectively reach them. Also, take time to get to know your media buyer. If he is personable, relatable, and easy to like, chances are he has solidified some positive relations with media advertising reps. Solid, positive relationships translate to the best rates and openness to negotiations."
