What is Media Buying? Good question!
Media buying is the procurement of the best possible placement and price of a piece of media real-estate within any given media. The main task of Media buying lies within the negotiation of price and placement to ensure the best possible value can be secured for the best media to reach the target.
Capital Media optimizes broadcast buys painstakingly through day-of-week and hour-of-day placements.
Many buyers will place strip orders, say five spots per week in a station’s late news and accept three on one day and two on another. At Capital Media, we order each spot individually to ensure one spot per day. The benefit to our clients is higher reach.
Similarly, many other media buyers will order two to three spots per day in morning drive on radio and settle for whenever they run. We insist on enough separation of the spots to ensure they are spaced out evenly, again to optimize reach.
We take this more thorough approach with each aspect of the media buy and that allows the Capital Media team to consistently deliver outstanding results for our clients.