Media Planning and Buying Services
Watts Media can help your business and expand your reach and enhance your paid marketing strategy with experienced media planning and buying services.
Table of Contents
What is Media Buying and Planning?
Media buying is the process of purchasing paid advertising for your marketing initiatives. “Media” describes four broad categories: television, radio, print and digital advertising. Within those larger categories, you will find various subcategories, many of which overlapping with one another. For example, with the right media buy, your YouTube spot could also be screened on regular television or via a paid streaming platform like Tubi or Pluto TV. A paid web ad may be shown across a variety of channels online.
A media buyer is your personal curator in the massive library of services available in the market today. Working with a buying agency connects you with someone to help you find the perfect combination of advertising to broadcast your reach as far as possible within your budget. That’s where the planning portion of this process comes into play.
The media planning process answers all the tough questions that make it so difficult for a small business to break into advanced advertising.
Planning answers questions such as:
- Which outlets should I use?
- Which stations should I choose?
- Which print media should I use?
- What is the best time slot for my commercial? The best program?
- Who is my target audience and what are they watching?
- What is my marketing budget and how can I stretch it furthest?
Watts Media can help you answer these questions and many more to help you plan and execute your next marketing campaign.
Why Choose Watts for Your Next Media Buy?
Trying to do it all on your own in media buying can be an exhausting — and expensive — process. It’s not as easy as requesting a commercial spot following the morning news or paying for a placement in the afternoon talk shows. Just starting the process of communicating with local stations can be quite intimidating. Working with a media buying agency can benefit you with many challenges, including:
- Credit
If you’ve never purchased broadcast advertising, you may not know that you need to undergo a credit approval process. Unless you are paying cash you’ll be expected to submit information for a credit check. Watts has established credit with every media outlet in town which provides the benefit of net 60 billing for clients instead of having to pay upfront costs.
- Negotiation
Do you know how far you can negotiate to gain the best deal on your media package? Watts does. With years of experience working with top networks in our city, as well as extensive digital media planning and buying expertise, we have a keen understanding of where your vendor can go the extra mile and where they’ll balk. Not only that, we can save you time! We make the phone calls, we have the conversations and we solve the problems.
- Selection
You may have noticed how much we’ve emphasized the complexity of selecting the right outlet, the right audience, the right time and the right show. Our exploratory process helps shine a light on the right combination for your business. We then work with your vendors to
Strategy Development
When is the best time to purchase an ad for your product or service? Which network is favored by your target audience? How long should you run a commercial? Do you want a 30-second ad or two 15-second ads to increase frequency of views? The answers to these questions can be found in the development of a targeted media buying strategy.
Exploration
Watts Media gets to know your company and your clientele to create a framework for the type of advertising you need and when and where you need to place it. We track your vision and your goals to help you build out a campaign that enhances your brand image and entices your customers to act — like purchasing your products, scheduling your services or visiting your brick and mortar location.
Budget
How much can you afford to spend? If you’re a small business, you are likely extremely protective of your budget. We help you maximize every dollar so you can compete in your market and get the most from your hard-earned money.
Media Selection
Based on your exploratory meeting, we determine which media will offer the ROI. For an older audience, this may be a combination of television and terrestrial radio. For a teenage audience, media channels will include social media, streaming platforms or audio streaming.
Coordinated Campaign Content
Once you get your customer’s interest, where are you going to send them? How will you engage? Part of Watts’ strategy development includes developing content like blogs, print ads, web content and more to lead your prospect further into the sales funnel.
Creative Content Development
Watts Media doesn’t just connect your content with your audience, we can help you develop it too. Our team offers a suite of complementary services that can dramatically enhance the success of your media buy.
Video Editing
Shooting a video is only half the story. The real magic begins in the Watts editing room, where we turn a collection of shots, interviews and b-roll into a cohesive story.
Copywriting
Watts can develop coordinated content that supports your campaign, including print ads, web ads, radio scripts, social media posts, blogs and much more.
Videography
Create dynamic content that drives real results. Watts Media can help you produce video content for television, social media and your company website.
Print Ads
Print advertising is not as popular as it used to be, but the medium is far from over. We help our clients get their ads in the right publications for their audience.
Graphic Design
Solid design is an important part of any successful advertising campaign. Watts Media creates clean, powerful graphic design that makes your ads, web content and other media leave a lasting impression.
Scriptwriting
We build out campaign concepts long before the action begins. Dialogue, storyboarding, interview questions, special effects, music and direction all come together to create the game plan for your television or radio spot.
Talent Acquisition
We have access to some of the best talent in our city — and yours. Let Watts help you find the perfect spokesperson for your brand, the best actor for your commercial or the memorable voice for your radio spots.
Programmatic Advertising
Watts Media leverages programmatic media buying to automate your ad campaigns across all possible channels. Programmatic buys can be tailored to specific audiences, times and media to achieve the best results for your advertising dollars.
Private Marketplace (PMP)
Real-time Bidding (RTB)
Media Buying for:
- Television
Television advertising can dramatically increase your brand awareness, particularly if you advertise in your local market. Depending on your campaign goals, television can help you improve foot traffic in your brick and mortar location, direct viewers to your website or even encourage them to connect with you directly by phone.
- Commercials
- Streaming service advertising
- Coordinated content
- Ad bumpers
- Scrolls
- Sponsorships
Print media encompasses a variety of options, from magazine and newspaper ads to billboards, posters, benches, advertorials, inserts and more. Create powerful print campaigns that draw attention and motivate your future customers to learn more about your business.
- Full page
- Half page
- Quarter page
- Advertorials
- Magazines
- Sponsorships
- Radio
Terrestrial radio, satellite radio, podcasting and music streaming all provide opportunities to share your brand with the world. We work across multiple channels to find the best opportunities to reach your audience with your message.
- Produced radio spots
- Sponsorships
- Live read
- Coordinated campaigns
- Digital
Digital advertising is one of the most accessible, customizable and affordable ways to advertise your business. Digital media buying opportunities are nearly limitless, with saleable space across every possible platform available online.
- Pay-per-click advertising
- Social media
- Search advertising
- Mobile ads
- Video advertising
- Influencer outreach
- Native advertising
- Display ads
- Search engine marketing
- Email marketing
Broadcast Your Business with Media Buying Services from Watts Media
Watts Media’s media planning and buying services can help you dramatically boost your advertising strategy. Give us a call today to set up an exploratory meeting to discuss your needs!
More insights from Watts Media ...
4 Marketing Challenges and How Email Can Solve Them
Table of Contents 4 Marketing Challenges and How Email Can Solve Them Is your company facing marketing challenges like low customer retention, weak lead generation or struggles to make any gains due to a limited budget? These are common problems that can threaten the success of your business. Getting your
ZMOT: Zeroing in on the Zero Moment of Truth
Table of Contents ZMOT: Zeroing in on the Zero Moment of Truth for Improved Sales and Customer Engagement If you’ve been delving into research about successful marketing for any length of time, you have likely come across the “zero moment of truth” (ZMOT). It’s a concept that is a little