Navigating Media Buying Platforms with Paradigm
Approaching Media Planning and Buying
When we look to start media planning and buying for our partners, our goal is to answer key questions about your campaign. We want to understand our audience’s identities, such as tourists or business owners. Based on their demographics, we research where they are likely to consume content. They may frequent one social media platform or visit industry-specific websites often.
Once we narrow the focus, we outsource media buying agency partners then create platform-specific advertisements in the hopes of interrupting a user’s average behavior. Instead of them clicking away or driving past, we want to create curiosity and direct them to visit a specific location. Luckily, there are countless platforms to consider, with more opportunities to establish benchmarks for success and refine content.
Out-of-home (OOH) advertising tactics, such as billboards and transit locations, have the highest level of consumer recall compared to other media buying platforms.OAAA-Harris Poll results revealed that almost half (49%) of adult consumers are noticing OOH ads more than in previous years — especially as Americans returned to their routines post-pandemic.
A media buying agency will be essential in tracking down vendors for available properties in high-traffic areas. For example, Paradigm recently secured a billboard along Highway 64 and 44 for the Gateway Arch’s “Sights Above, Stories Below” campaign. Our media planning and buying process invited passers-by to think of its museum and all the stories that it holds beneath the monument.
Media buying on social platforms pushes your brand past the restraints of the algorithm and to the top of your audience’s feed. Unlike some traditional media buying platforms, post promotion has added abilities for continual optimization and performance monitoring.
Social media advertising capabilities vary by platform. More often than not, platforms offer dynamic formats such as carousel images and videos as well as static image and text advertisements. After we sort through the nuances, all social ads are typically bought through a pay-per-click auction. As a well-versed media buying agency, Paradigm will be largely beneficial in securing effective pricing and targeting while adhering to your established budget.
Google Ads are highly optimized to capture industry-specific keywords and place you at the top of the search engine results page. As one of the more dynamic advertising platforms, we tailor search ads to cycle through headlines and descriptions to see which content resonates best with your consumers.
Media planning and buying with Google Ads occurs through bidding. Your agency partner will set the highest amount you are willing to pay per click or thousand impressions. Each bid will compete with other organizations targeting the same keyword — for example, manufacturing organizations in Missouri may all bid on keywords related to their industry, geographic region or product offerings.
Many organizations may disregard media buying platforms such as streaming services due to the prevalence of ad-free subscriptions — yet a substantial number of viewers remain attainable due to cost concerns. Platforms with ad-enabled subscriptions, such as Netflix or Hulu, may be viable options in your marketing strategy as a reported 57% of consumers would prefer watching ads if it means saving $4-5 on a streaming service.
Media buying agency teams often select Hulu for localized advertising. Our team is able to use the Hulu Ad Manager to target by demographics, interests and program genres. Beyond that, we establish location parameters such as state, DMA (designated marketing area), city, ZIP code or any combination. For example, if your business hosts an event in St. Louis, our team may limit content to people in the city and surrounding counties.
Geofencing is a location-based marketing strategy that enables companies to advertise to consumers within a defined geographic area. Virtual boundaries may be established through GPS coordinates, radio waves and proximity beacons. When a user enters, a marketing action, such as a text, email, social media ads or app notifications, will reach their mobile device.
Unlike some other media buying platforms, geofencing involves extensive technology expertise — partnering with a media buying agency, our software specialists help you target through tailored coding solutions, enabling you to target event venues, conferences and more for your campaign.
Start Media Planning and Buying
Paradigm guides your organization through the media planning and buying process — finding platforms that yield the highest levels of return. Our team crafts brand messaging tailored to your audience and their habits to enmesh your brand seamlessly in everyday life.
Are you ready to expand your brand? Contact Paradigm to explore media buying today.