How do you research media to plan and buy it?

It's important to look at the media from your own consumption habits. For example - an average reader may not visit more than 10 websites in a week. Thus - it's important to focus on a limited number of websites rather than 1,000 websites. An advertiser is better off with an "Allow list" rather than a "block list". Look at the overall spend rather than CPM to pay. An advertiser would benefit with a $2.5 eCPM and targeting 40M quality impressions on top tier websites compared with $1 eCPM and targeting 100M impressions. Also - look at your creative per audience strategy to resonate better.

Defining objectives is crucial as it shapes the entire media strategy. Objectives must be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. For instance, if the goal is brand awareness, reach and frequency are key metrics. If conversion is the objective, then click-through and conversion rates are vital. Understanding the target audience's media consumption habits will inform which channels are most effective for message delivery.

To research media for planning and buying: 1. Define objectives, audience, budget, and timeline. 2. Analyze target audience and competitors. 3. Research relevant media channels and platforms. 4. Evaluate reach, frequency, and cost-effectiveness. 5. Negotiate rates and placements with vendors. 6. Implement tracking and analytics for optimization. 7. Document findings, plans, and decisions. By following these steps, you can effectively research media to plan and buy it for your advertising campaigns. I hope this helps!

Look at how granular you want to get when it comes to targeting your users. We are at a day & age where you can use Data Clean Rooms to target your users on a 1-on-1 basis. Premium Publishers have a lot of insight on their users and can help you target their audience using their first party data. With third party cookie deprecation around the corner (on Chrome) and already deprecated on Safari and Mozilla - you would be better off trusting the audience targeted by Publishers compared to a vendor that can target media across the web (and may not have a direct relationship with the Publishers). Working directly with Publishers will also ensure that media partners get most of the spend vs AdTech middleman.

When choosing media, I'd recommend focusing more not on the audience of the actual platform, but of the targeting capabilities of the platform. I've seen brands turn down some really no-brainer buys because they got caught up with demographics of a platform rather than the ability to reach a high-value customer.

Always compare! Researching media for planning and buying involves analyzing audience data to understand where your target demographic is most active and engaged. Utilize tools like Nielsen for television ratings and SimilarWeb for online traffic insights. Review historical campaign data to identify what has worked in the past. Stay updated with industry trends to spot emerging platforms. Establishing clear campaign objectives and KPIs guides your media selection, ensuring that each platform aligns with your goals and budget constraints for maximum ROI.

If you're looking for media features and rates to compare against one another, you can typically reach out to the media company's sales teams to receive a brief overview or pricing deck, which may be a bit easier than trying to do a bunch of research yourself

Esta etapa es clave ya que nos permite ver la rentabilidad de los diferentes medios y tener una perspectiva de performance de cada uno tanto en audiencia, cobertura, rentabilidad, impacto potencial, alcance.

To research media for planning and buying, analyze audience demographics and behaviors to identify suitable channels. Assess the reach, engagement, and cost-effectiveness of potential media outlets. Review historical campaign data and industry benchmarks for insights. Consider the media consumption habits of your target audience and align your choices with your campaign goals and budget. Continuous monitoring and adjusting based on performance metrics ensure optimal media selection and investment.

Hay varias formas de negociar, sin embargo, el principal es por rentabilidad ya que de acuerdo al target o público objetivo el costo por mil varía. Entra a tallar también el costo por alcance si es una empresa que tiene el foco de compra por Alc+1, además del período de compra que se planea manejar y del volumen de inversión anual o bianual dependiendo del tipo de contrato que nos beneficie cerrar. Por otro lado, el período de pago de las facturas a 30, 60 o 90 días puede influir en tener un mejor costo.