Media buying is a marketing strategy of purchasing the ad space to deliver and promote the messages to a website audience. In affiliate marketing, this term is used for describing buying the ads for the affiliate links promotion, that provide ads vendors with a certain commission for the services. This model is also known as cost-per-impression.
The media buying strategy works in the following way:
- The website shows the ads (that can be banners, videos, posts, etc) in the places which have been ordered by a media buyer.
- Media buyer pays the website for showing his ads. Basically, that’s the pay for the ad impressions (when the website users actually see the banner).
- The advertiser (the owner of a certain offer promoted by the media buyer on the ads) pays for the media buyer services when users interact with their sites or products/services offered there: sign up for a subscription, buy products, participate in the surveys, etc.
As a rule, the media buyers promote their ads via different platforms, including websites (direct purchase), ad networks (via driven traffic), social media platforms (Instagram, Facebook ads, etc).
Main Benefits of Media Buying Approach
- Employ the most relevant media channels and detailed planning to increase the campaign efficiency (cover the site goals, target audience, considerable campaign budget, and deep knowledge of the traditional and digital marketplace trends)
- Boost the rates to the business development (set up and reach new goals, add value to the ads, ensure more competitive pricing, etc)
- Track the progress of your marketing campaign (complete a detailed audit of each media placement, determine the most beneficial platforms, monitor the performance, and improve the ROI)
Media buying strategy is a powerful source of ad promotion, which can significantly save time, boost sales and maximize business ROI.
