Media Planning
& Media Buying
We are a media planning & buying company.
In an environment where continued company growth is expected, you need to constantly increase the number of products or services you are selling. Utilizing media channels to get your message out is essential to company growth.
With so many ways to consume media, it can become overwhelming to choose the right method for getting in front of your ideal consumer, not to mention costly. A media planning partner will help you navigate the marketplace to ensure you are on the right path.
Media planning can only begin after goals have been identified.
Is the goal to increase awareness of the brand? Is the goal to increase actions taken on the website? Is the goal to get someone to attend an event? Goals should align with seasonality, product availability, consumer need, the buying cycle, life events or other similar points.
Once there is a campaign goal, media planning can begin!
Defining what action you want your customers to take is critical.
Everyone wants more sales, but thought should be put into what micro-moments lead up to that sale. You can strategically use different media to target different points in the customer journey.
A strong media planning partner will piece together the right media mix, the right reach and frequency, as well as tie the media plan into the other aspects of your overall marketing plan.
Once your media plan is locked down, you are ready to start negotiating and placing media.
Why hire an agency to buy your media?
A media buying agency’s function is to negotiate the best rates for optimal placement, to earn value for their client’s advertising budget.
An agency that specializes in buying time or space on media such as television, radio, newspaper, magazine, out of home, cinema, or any other traditional medium should bring value. We deliver.
An agency should quickly pay for themselves.
Media vendors often consider the combined media spend of all clients coming out of an agency when negotiating rates. The more an agency spends with a media vendor, the larger the discount off of rate card.
We put a lot of time into building relationships with media vendors. As a result, Twelve Three often learns about opportunities when they first become available. Good communication with the media vendors aids in schedules running smoothly as well.
Our media buyers are highly trained in finding the right audience.
By leveraging our strong negotiating skills and tapping into our media clout, we will make sure you aren’t paying a penny more than you should for a specific audience or campaign. We also invest heavily in research tools, purchasing analytics software and subscribing to 3rd party services, so that we can ensure the media purchased is performing as it was negotiated.
What to ask when choosing a media buying agency:
What industries have they worked in?
Some industries are more competitive than others and require different tactics to be successful.
What clients have they worked with?
Well-known brands likely have high standards of success that have to be met which requires a savvy buyer to implement.
What mediums do they specialize in?
Buying television is nothing like buying magazines. Make sure the agency you are considering buys the right type of media for your needs.
What is their annual collective media spend?
You want an agency who has media clout so you benefit by getting more bang for your buck.
What is their philosophy of negotiating?
This will give you some insight into how they view media vendor relationships and how they communicate their processes.
