How To Choose A Media Buying Company
Audio Transcript: Hello, and welcome to Colling Media’s presentation on How To Choose A Media Buying Company. Today we’ll be going through the process of choosing a Media Buying Company, including defining your goals, reviewing services that are offered, research that you need to do, and then some final suggestions.
Colling Media is an award-winning full-service Phoenix-based advertising agency providing Tradition, Digital, and Content Marketing services to a diversified customer base.
Now, the first step you should take before you go shopping for a media buying company is that you need to sit down with your team and clearly define your advertising goals.
What do you want to improve? Is it branding? Is it traffic? Do you need more leads for your sales team? Have your revenues flat-lined, and do you need to bump it up? Or do you have a new app, and you’re not getting enough downloads? These are all important questions you need to think about before you move on to our next step. And that is…
What type of media services do you need? Today there are more media services available than ever before, and knowing what your choices are is a good place to start.
To begin with, are the old and established, and still powerful Traditional Media choices. These include Television Advertising, Radio Advertising, Billboard Ads, and now includes Pandora and Sirius. Now traditional advertising really benefits geographically based businesses with multiple locations, but can also work well for other products and services too, on a case by case basis.
Next are Digital Media services. These include Google search advertising, and the Google display network, YouTube advertising, Bing, and now more than ever the Facebook advertising network. These allow you to target customers in very specific ways like never before.
Today, Facebook has grown into an online advertising powerhouse, offering options for targeting traffic in 3 main areas: building awareness, consideration targeting, and conversion targeting. As you can see, there are many ways to target traffic in each of these specific areas.
And now with the advent of programmatic purchasing, targeting is not just based on geographic location or time of day. Now you can target demographics, age and gender, and interests and behaviors. This empowers businesses to pinpoint adverting to groups that have the greatest potential to be interested in your products and services and results in higher conversion rates.
So the next step you need to take is to do proper research.
When selecting a media buying company you want to go through the process of reviewing their portfolios, reading their case studies, and discover their core competencies. Next, you’ll want to see if they are a Google partner, or premier partner, and are they certified with Facebook too. Also, check to see if they are members of trade associations like the American Marketing Association.
Finally, you really have to take the time to meet with their team. Do they appear knowledgeable? Do you like being with them? You will be in a business relationship with them for months, and possibly years so make sure it’s a good fit. Next, how long have they been in business? Do they have a seasoned team? What are their pricing structures? What are their contract terms? Do they offer you any guarantees? These are all important questions, that can help to make choosing a media buying company much easier.
So in conclusion, Define your goals, Define your service needs, be aware of your all your marketing choices, do proper research, and meet with their teams.
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