The media industry is as diverse as it is dynamic. Now add in a layer of ethnic channels, and you’ve stepped into a whole new world of complexities. At GoBrands, we help you navigate through this with ease. Our media planning and buying experts know the multicultural marketplace like the back of their hand. We know where your target audience is, what they are consuming and what will strike a chord.
Optimize spends, maximize impact
Basis your brief and goals, we tailor for you the optimal combination of media placements for your advertisements. It involves researching, identifying, analyzing, comparing, planning, modelling and working around your budget and objectives. We also take on the buying function where we find and negotiate buying ad space across the intended media channels – be it digital, print, radio, films or television or a combination of all. Our eventual goal is to place your ads in front of your ideal audiences at the right time, place and context for them to be seen and acted upon, and all at the most optimum budget.
Here’s an insight into our process of media buying and planning:
Conducting market research
We work closely with you to understand the key objectives and goals of your campaign and discuss who the target audience is or should be. We then gather and analyze insights about the market at large, research industry trends, assess the competition, identify target audiences, and understand where those audiences are most engaged with ad content.
Arriving at the right media mix
After our analysis, our experts dig deeper into the media space and arrive at the best media mix for you, basis the consumption pattern and interests of the said audience. It can include just traditional or digital media or can be the mix of both. It also factors in the reach and potential of each platform and accordingly sets in evaluation benchmark and KPIs that tie into your overall goal. Here are the different media channels we work with
– Television
– Films
– Digital Media, including display advertising, social media advertising, programatic advertising, pay-per-click, content marketing, and more
– Radio
– Magazines and Newspapers and other print media
– Outdoor media
Budgeting Optimally
Once the media mix and targets are in place, we then look at allocating budgets to each media channel. Our aim is optimize the budget allocated, and ensure that your message reaches out to a majority of your target audience without over-spending.
Negotiating & Buying
Post your approval on the plans and the media channels, we start our buying procedure, and go on about with securing the ad space. For automated buying procedures, we flesh out the behavioral, demographic, interest, and keyword-based targeting and input it into the system along with the budget to reach out to your target audience. For manual procedures, rates are negotiated, and space is blocked. Our great relations with media vendors ensures that you get the best rate and ad space always.
Monitoring & Optimizing Ad Performance
Media planning and ad space negotiations while they form a majority of our work, it’s only work half done. For any campaign to be successful, it is important to monitor and optimise the ads, and keep refining and improving. This is done by keeping a close eye on pre-defined matrix and pivoting when required.
