Analytics & Reporting
Whether you’re spending thousands or millions, efficient media buying requires analytics and reporting. You need to know what you are getting for your advertising budget, who your messages are reaching, and how your advertising campaign is increasing your leads and conversion rates.
Data-Based Media Buying
A solid investment in media buying requires in-depth demographics for your target audience. The more deeply you understand your ideal customer, the easier it will be for you to meet them with the right ads in the right places and at the right time. Here is the data you should be looking for from your media buyer:
Behavioral Data
Understanding how your target audience behaves will show you how to motivate them to respond to your call to action. What websites do they frequent? Do they make purchases online? Do they demonstrate a pattern of behavior on social media? Behavioral data can help you discover new target audiences you may have overlooked.
Demographic Data
The most basic type of customer insight should be available for all media outlets. You want to match up the age, income, education level, and geographic location of your target audience with your media choices. Marketing to a male audience in publications with largely female audiences will waste precious advertising dollars. Getting these basic demographics right is important to reach your advertising goals.
Emotional Data
Effective advertising reaches its target audience on an emotional level and develops a positive consumer sentiment for your brand. Emotions help move people to purchase decisions even faster than logic. People tend to follow their hearts before their heads. This nuanced data is harder to obtain but it is available through advanced analysis. Consumer sentiment data can help you understand what parts of your advertising are resonating with your target market.
Direct Media Buying VS Programmatic Buying
Media buying is a skill and an art form. An experienced media buyer can make the most of your advertising budget, increasing your return on dollars invested. At Moxē, our experienced media team also specializes in media planning. We have the experience and the media relationships to gather the data you need and put together an effective strategy to meet your advertising goals within your budget.
Programmatic Media Buying
These buys are made at auction through automated software. You choose the targets, spends, and creatives, and the ads run. Programmatic buys can be the most efficient because they use “built-in” consumer data. Adjusting your buys to maximize return still requires some expertise. This is where the Moxē marketing analytics team comes in. We know how to set up your buys to effectively target your audience.
Direct Media Buying
Buying ad space directly from a media outlet might seem easier, but it can get complicated very quickly. You want an ad on a particular channel based on whatever insights you can discover. In a direct buy, you are pretty much on your own to figure out what day, what time, and what frequency would be best for your advertising goals. In some cases, it might be difficult to adjust your content on the fly if you discover you are not getting the results you were looking for.
MEDIA BUYING BUDGET
The top challenge for media buying is making the most of your advertising dollars. You can buy the most attractive graphics and engaging videos, then pair them with a fancy new logo and some crisp copy, but if your ad campaign is not placed properly for your target audience, or if you haven’t defined your audience properly, your campaign could fall flat.
Paid advertising can produce a respectable ROI. Successful advertising can pay for itself. But when your ads don’t hit right, there is a lot of money down the drain. To spend wisely on your paid advertising campaign, choose an experienced media buyer who emphasizes media planning with marketing analytics and reporting.
When you need an expert marketing company to analyze the success of your media buys, Moxē can help. Our media planning team can strategically place your ads to boost user exposure and engagement. Contact us to get started.