Media buying agency
The media planning and buying process involves finding relevant, high quality websites and publications that are of interest to a client’s target audience to find the most effective ad space. Understanding your audience is vital: what do they read? When? Why?
We’ll also get an understanding of the print:digital ratio to identify what the majority of your target audience prefer, as well as where they are in the buyer journey when using those platforms. For example, if you’re targeting an older generation, print publications may still be favourable, whereas targeting young, engaged couples is more likely to be digital. And after all that, do they have purchase intent or are they just having a browse or consuming useful content? We’ll help you figure all of this out by getting to know your target markets and how they shop inside out.
As ever, understanding target markets is at the heart of the activity: if we don’t know what websites they visit or which publications they read before you buy space, there’s kind of no point (sorry).
Effective media buying activity puts the right ads in the right place, for the right people, at the right time.
Our approach to media buying
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Research and recommendations: at this point we’ll contact publishers, collect and negotiate rates utilising our established relationships (what rate card?). We build relationships where there is genuine ROI. We’re not going to recommend something that isn’t right for you just because we know the guy.
We’ll focus on the most relevant, top-performing websites and publications, providing insight into how that outlet performs (there’s no point investing in something that isn’t doing well, right?) and our team of media buying gurus will use their years of experience to work out what’s worthwhile.
As the most time-consuming part of the process, this is where a media buying agency can be particularly helpful when it comes to building relationships (or utilising existing ones) and bartering that rate. - Media plan approval: we’ll make your bookings and send over deadlines, specifications and contacts for any design required in one handy document. If you’re booking a listing (as opposed to ad space) we’ll upload images, videos, write unique copy and manage your enquiries.
- Reporting: we’ll send you a performance report on how all your activity is doing and help you decide what’s worth a renewal. If we’re working with top-ranking industry sites, this could be profile views, website click-throughs or telephone number reveals, if it’s a newsletter banner, clicks and open rate. Then we’ll use this data to make recommendations on what to do next.
Why choose Patch as your digital marketing agency
Let’s be blunt: you choose Patch as your media buying agency for time and budget savings.
We’ve been known to get hundreds of pounds off the rate card for our clients, thanks to the established, long-standing relationships that we have with publishers – plus, we know that effective media plan management is time-consuming and often chaotic, which is why we offer the full whack.
We’re experienced, do this stuff all the time, and have a super organised media buying team to do all the hard work for you. Organisation and planning are key and, whilst it might not be ideal, media planning requires and deserves time spent on it.
At Patch, our media buying department also partners perfectly with Octoplus – an innovate channel management solution which ensures that all of your listings are up to date and correct with all the latest information, imagery and more.
To find out more about Patch as a media buying agency or discuss your requirements, get in touch with our experienced team on 01892 572 700 or drop us a note at info@patch.marketing.
