What Types of Traditional Media Can Be Purchased?
Traditional media buying involves purchasing ad space from any of the following media channels.
TV
When securing ad space for TV, networks usually pitch media buyers on the benefits of advertising with them.
The next step is for your buyer to meet in person with the networks to arrange the contract terms.
Here, your agent will negotiate suitable time slots. The aim is to get the optimal slot on a channel that your target market watches.
Your PWD expert media buyer will also note any major upcoming events due to be shown on the network.
In certain circumstances, for example, during political party campaign adverts or significant sporting events, your ad may be bumped out of its time slot, no matter how much you paid for it.
By tracking this lineup, our media buyers can ensure we always retain the optimal ad placements for you.
Radio
Air time on the radio can be very effective for your targeted local or niche advertising campaign.
In this case, your media buyers will evaluate your media plan and help you secure the prime time to broadcast your message on the airwaves.
As a general rule of thumb, placing your ad at the beginning or end of the commercial break on the radio is better. We say this because listeners may tune out from radio programming during the ad break.
Media buying for print includes placing ads in newspapers, magazines, or other print media outlets.
Buying ad space for this medium demands expert knowledge. PWD media buyers excel in this department, as we put hours of research into pinpointing the audiences for a range of newspapers and magazines.
Because of this, we can make the best recommendations of the best media outlets to advertise on.
It is harder to measure the performance of print media for media placements. Readers cannot be tracked in the same way as website visitors.
We recommend using a PWD media buyer to put together an expert strategy to drive your campaign effectively.
Billboards and Posters
Outdoor billboards and posters are known as out-of-home advertising and target people who are moving around outside.
This advertising can be tricky as most people don’t read the small print.
Instead, out-of-home advertising usually includes interactive elements for people to participate in.
That is why you need a world-class traditional media agency such as PWD to guide you. When buying media for billboards and posters, the campaign’s success usually relies on creativity.
An expert media buyer from our team will work with all relevant parties, including your creative team, to create eye-catching campaigns.
