• Media Services

Media Services

Today’s media is way too complex and demographically fragmented for the “broad based” media solutions of even a few years ago. It doesn’t matter whether you’re a large international corporation or a small local business, it still takes research and planning, in addition to smart negotiating and a unique message, to drive business forward. And if you think digital media is “the future”, you’re wrong. It’s the present.

Media Negotiation

Media is the single most expensive cost of any marketing campaign, typically accounting for 80% of the dollars. Trying to plan and negotiate without the benefit of expertise is no different than being your own lawyer, accountant or doctor. Media Negotiation is part art, part science and years of industry experience. It has nothing to do with the cost of a media unit. Let me repeat that. IT HAS NOTHING TO DO WITH THE COST OF A MEDIA UNIT. So if you’re not negotiating dollars, what do the pros negotiate? Targeted Audience delivery! Other factors that are integral to being a media negotiating pro are: knowledge of market rate seasonality, live verses recorded delayed viewing, market programming, vendor ability to run schedules, trafficking history, vendor competition, client competition, the ability to create special and unique promotions, and media relationships. That’s the REAL meaning of media clout. It’s not about having the biggest bat. It’s about knowing how to swing.

Media Buying

Broadcast television, broadcast radio, cable, satellite, syndicated and national television all have their unique audience and all require different skills in planning and buying. Understanding the ratings, seasonal adjustments, developing the buying philosophy for live and recorded ratings, establishing specific buying guidelines unique to every client, building rapport with vendor reps and management, and understanding their inventory demands and sweet spots requires skilled buyers with creative thinking. It's the discipline of checking contracts, getting signed confirmations, scrutinizing invoices to ensure schedules run as ordered, negotiating make-goods and credits, and post buy analysis.

It takes a media team and media software to properly evaluate and monitor the schedules, making a considerable difference in the outcome. A freelance buyer working hourly is going to cut these steps in order to reduce the media fees, which often is penny-wise and pound-foolish. Get a good understanding of your buyers’ credentials and have them explain their process. With approximately 80% of your advertising budget going into media, hiring a media buyer is as important as the creative director. The message has to be right; so does the media buy!

 

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The"Haps"

  • 18Oct2019

    Audience Measurement Methodology Is Changing How Advertisers Buy TV

    Television has always been a medium of mass marketing. Back when 4 networks dominated broadcast (CBS, ABC, NBC and FOX) a commercial on each network at the same time, called a road-block, would reach 99% of the viewers. Audience measurements by A.C. Nielsen traditionally typecast viewers by age and gender. And advertisers have spent billions of dollars targeting these broad segments, such as Women 25-54 or Adults 18+.

  • 20Mar2019

    Television Remains Dominant Medium

    Media habits are changing at an exponential rate as consumers find new paths to viewing television programming, creating much confusion for advertisers in how to reach their prospective audience. The majority of broadcast television viewing is via cable and satellites, however, the rate of disconnect is alarming. Streaming video through internet access is rapidly changing how advertisers allocate funds and purchase media buys.

  • 10Jan2019

    Why Blogging On Your Website Is Important

    Ok. It's a new year and time to establish priorities and goals. And, adding blogs to our website is number one! But why? What is the benefit of blogging? Here's 5 reasons why blogs are important.

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Read Our Advertising Case Studies

Want the details on how we've successfully helped dozens of businesses optimize their marketing strategies and reach countless consumers? See what our clients have to say and learn how our media strategy can help your business excel.

  • This client wanted to use Media Power Advertising for full service media, but creative driven agencies kept telling them they needed to handle media in order to do creative. The solution? We conducted a creative agency review and search for our client. MPA orchestrated a 3-state review of award winning ad agencies willing to unbundle their creative services. MPA handled the phone screens, reviewed the reels and portfolios, plus arranged and participated in the on-site credential presentations of the finalists. Our client now obtains their creative from an agency nationally recognized for its creative work. MPA remained responsible for all aspects of media.

    I thought I would have to sacrifice expert, effective media buying and strong negotiations to get the creative we wanted until MPA solved our problem.

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