The introduction of the World Wide Web in the early 1990s began a wholesale alteration of the media landscape which has basically modified the way that advertising agencies do business. As late as the 1980s, media buying was principally in the hands of a small number of different companies who specialised in these services.
Before cable and satellite TV service became nearly universal in houses, to say nothing of the net, the arena of advertising media was a much littler place. New media opportunities have led to a change in how advertising media is purchased and sold, with ad agencies of whatever size becoming concerned in media buying and placement. The growth of new media has leveled the playing field, something which has been advantageous, even though challenging to advertisers, media owners and advertising agencies alike.
Like any other business, marketing agencies had to adapt to this new and quickly changing media environment. Online media buying is now something many agencies offer; it’s nearly impossible to stay viable without providing advertisers and media owners with media buys which satisfy both parties. One thing that hasn't modified is the prerequisite of taking a results-driven approach towards media buying on the web.
One of the real draws of advertising on the internet is that campaigns are easy to trace “and media owners and buyers alike know it. This means that agencies need to be able to provide their clients with placements which bring them the quantity of exposures they're looking for and to just the audience the marketer is attempting to reach.
Media planning is a complicated subject and it’s understandable that you’d want to leave it to an agency who has got the skills and experience to effectively manage your media buying. Nonetheless not every ad agency is equal in that case; so as you look at agencies with a view to having them control your internet media planning, you'll want to consider the following factors:
- How well has the agency operated in the past in net advertising and media buying?
- Is the ad agency experienced in reaching your target market in the media you are looking at advertising in?
- Does the agency’s graphic design work measure up to your requirements?
- Does the agency have a reputation as a skilled media buying negotiator?
Definitely, these are only a few of the questions you might need to ask of any advertising or media buying agent prior to making your decision “but they are questions you need to get answers to.
If you are trying to find media buying and also someone to place ads, you'll be far better off working with ad agencies which can offer you a full spectrum of services and solutions from copywriting to graphic design and more. It’s a lot easier than juggling several different companies and their various schedules; and it is also about invariably less costly. Finding the right ad agency can take some time but is well worth the time and effort; it is a valuable business relationship which may offer lasting rewards for your organisation.
Andrew Long is a marketing and advertising expert and can offer guidance on media planning and media placement strategies.