Media Buying is the process of purchasing media placements for advertising on websites, radio, TV, magazines, digital signage, or publications. It’s a common method among agencies. The primary goal of media buying is getting exposure to many people with the lowest cost possible. Media buying involves a negotiation process, and it starts after media planning (the process of purchasing a media space).
Digital marketing is the act of promoting products and services through digital channels, such as social media, SEO, email, and mobile apps. Any form of marketing that involves electronic devices is considered digital marketing. It can be done online and offline; in fact, both kinds are important for a well-rounded digital marketing strategy.
Digital buying simply means the process of acquiring ad placements on apps, websites, and other digital platforms. Agencies use real-time bidding (RTB) to secure the advertising space on the publisher’s website. RTB allows web owners to sell views (ad impressions). The latter is sold in real-time as it becomes available. This has completely changed the buying and selling of display advertising in the industry.
Media buying is important because strategically purchased media can impact a campaign’s success. It’s not enough to have compelling copy and visuals ads must be placed in the right locations and at the right times and frequencies, so that the right audiences see the ad. The three most important rules of media buying are: Using the right media, Running the ad at the right time and Targeting the right audience. Media buyers also may also handle negotiation with media outlets or advertising channels to secure placements at a desired time and frequency, adhering to the campaign budget parameters.