Media Planning & Buying

Media Planning & Buying

Media Planning

Media planning is the process of strategically selecting a mix of media platforms to place ads over a period of time in order to achieve an advertiser’s campaign goals.  The media plan can allocate advertising spending and resources among various online and offline channels such as broadcast, print, paid ads, video ads or native content.

Media Buying

Media buying involves the strategic set of skills and actions used to find and purchase the most effective and valuable advertising propositions to promote the needed product.  The goal is to identify and purchase ad space on channels that are relevant to the target audience at the optimal time and for the least amount of money.  It is a process relevant to both traditional marketing channels (television, radio, print) and digital channels (websites, social media, streaming).