Media buying is a crucial phase within an advertising campaign focused on selecting the most effective media platforms to reach the target audience. It involves negotiating, purchasing, and securing advertising space or airtime across channels such as TV, radio, print, online, and social media.
After identifying where the ads will have the greatest impact, media buyers negotiate prices, finalize costs, and book specific time slots or placements. Timing is also a key consideration, ensuring ads run on dates that maximize exposure and effectiveness.
The goal of media buying is to optimize the campaign’s reach and return on investment by strategically placing advertisements where and when the intended audience is most likely to see or hear them.