What Does Media Buying Strategy Mean? Main Rules Of Media Buying? 
media buying strategy

What Does Media Buying Strategy Mean? What Are The Main Rules Of Media Buying? 

Media buying means buying spots on TV, radio, or websites to show ads for toys or snacks. It’s like picking the best places to tell people about cool stuff! Let’s explore what “media buying strategy” means in this article.

Media buying is like shopping for the best spots to show ads. It means talking to TV, radio, and internet places to find the right time to show the ads. The aim is to talk to the right people and make the ads work well, all while staying within the budget.

Media buyers are like detectives who help companies show their ads in the best way. They determine when and where people will most likely see the ads. By understanding what people like and where they spend time, the ads can be shown at the perfect time and place, making the companies happy because more people notice their ads.

Before we learn about the different types of media buying plans and explore the rules of media buying, let’s first understand the nature of media buying strategy. 

What does media buying strategy mean?

A media buying strategy is like planning to show ads in the best way possible. It’s about deciding where and when to put ads so that many people see them. To do this, people need to understand who they want to show the ads to and what those people like. It’s like figuring out the best way to invite friends to a party! Here are the key components of a media buying strategy:

  • Audience analysis
  • Channel selection
  • Budget allocation
  • Timing and frequency
  • Performance measurement and optimization

Audience analysis:

A media buying strategy starts by getting to know the people who might be interested in the ads. The individuals responsible for creating ads conduct research to understand the preferences, behaviors, and media consumption habits of their target audience. This research enables them to strategically place ads in locations where these individuals are more likely to see and appreciate them.

Channel selection:

A media buying strategy means choosing the best places to show ads. Advertisers select platforms like social media for reaching young audiences and utilize radio or community newspapers to inform people about local events or matters. The choice of platform depends on the specific target audience.

Budget allocation:

Deciding the ad budget is crucial. Media buyers determine optimal ad placements and negotiate deals with respective platforms to ensure cost-effective exposure. This way, they use their money wisely and ensure many people see the ads.

Timing and frequency:

Picking the right time to show ads is very important. Media buyers look at past information and what people usually do to figure out the best times to show ads. They also decide how often the ads should appear. This way, they ensure the ads are shown when people are most likely to pay attention and like what they see.

Performance measurement and optimization:

Even after placing ads, keeping track of how well they’re doing is important. Media buyers use numbers like how many people see the ads or click on them to see what’s working best. If something isn’t working, they change the plan, moving money to the ads that are doing well and making them better to get more people interested. It’s like playing a game and changing your strategy to win!

What are the different types of media buying strategies? 

Think of media buying strategies like different games. Each game has its own rules and ways to win. Media buying strategies are like that, too, with unique methods to advertise and reach people. Here are the different types of media buying strategies:

  • Direct buy
  • Programmatic buying
  • Network buy
  • Auction-based buying
  • Reserve buy
  • Cross-media buy
  • Performance-based buy
  • Native advertising buy

Direct buy:

Direct buying occurs when a company communicates directly with TV channels, radio stations, or websites to display an ad, bypassing intermediaries. They negotiate the payment and specify the ad placement. This approach offers more control over ad placement and allows for tailored deals that align with their needs.

Programmatic buying:

Programmatic buying is like a super-fast way to put ads online. Instead of people choosing where to show ads, computers do it quickly. Advertisers use special computer programs to figure out who might like their ads the most based on data. This method helps them show ads to the right people at the right time, making it a popular online advertising method.

Network buy:

In network buying, companies team up with groups with many different spaces where ads can be shown. Instead of dealing with each space individually, they work with these groups to put ads on many websites and platforms all at once. This way, they can reach many people and easily manage their ads on different websites.

Auction-based buying:

Auction-based buying is like a game where companies bid to show their ads. They compete in real-time auctions, and the one who offers the most money gets to put their ad in a specific place. This helps companies save money by bidding smartly for the people they want to see their ads.

Reserve buy:

Reserve buying is like booking a spot for your ad in advance. Companies negotiate with websites or TV stations, agreeing on a specific number of times their ad will be shown at a predetermined price. This ensures their ad displays at desired times, particularly on popular websites with high visitor traffic.

Cross-media buy:

Cross-media buying means putting ads on lots of different places like TV, radio, newspapers, and online simultaneously. Companies plan their messages and where the ads will be shown on all these platforms together. This way, people see the same ads no matter where they look, helping many people recognize the company’s brand.

Performance-based buy:

Performance-based buying resembles online purchases where the seller receives payment only if the viewer clicks the ad, makes a purchase, or signs up for a service. Companies pay for ads based on user actions such as clicking links or making purchases. This approach guarantees companies invest in effective ads, maximizing their sales impact.

Native advertising buy:

Native advertising entails crafting ads that seamlessly blend into the appearance and content of the hosting website or app. Companies design these ads to harmonize with the platform’s style, ensuring they don’t appear overly conspicuous. The aim is to enhance the user experience, making the ads engaging and trustworthy, potentially capturing more attention from the audience.

What are the benefits of media buying? 

Media buying is a big part of advertising, and it’s really important. It helps companies decide where and how to show their ads, like on TV, websites, or social media. By choosing the right places, they can reach the people who want to buy their products. So, media buying greatly helps businesses get their messages out to the right audience. Here are some of the benefits of media buying:

  • Cost-efficiency
  • Targeted audience reach
  • Expert negotiation
  • Strategic planning and optimization
  • Access to premium inventory
  • Measurement and analytics
  • Streamlined campaign management


Media buying is like smart shopping for ads. Advertisers have special people called media buyers who talk to TV stations, websites, and others to get good deals on showing their ads. These media buyers know where to put ads and have good relationships with these places. So they can make sure the ads are shown in the right spots and at a good price. This helps companies save money and make more people see their ads, improving their business.

Targeted audience reach:

Media buyers are like detectives who study what people like and do. They use this information to decide where to put ads. This way, the ads go where the right people can see them. It’s like telling a story to people who want to hear it, which makes the ads work better, and more people want to buy things from the company.

Expert negotiation:

Media buyers are like experts who know much about TV, websites, and other places where ads can go. They use their knowledge to talk to these places and get great deals for companies. They ensure the ads are in good spots and sometimes even get extra benefits. This helps the companies get the most out of their spending on ads.

Strategic planning and optimization:

Media buying is like making a careful plan and making it even better as you go. The people in charge look at how well the ads are doing and change things if needed. They want the ads to work well, so they keep fixing them based on what people like and how things change. This helps the ads stay good and useful for a long time.

Access to premium inventory:

Media buying helps companies get special spots for their ads that are hard to get on their own. The people buying media have friends in the TV and website world, so they can get cool deals that others can’t. This means the ads can be shown in really good places where many people can see them, making the company look important and trustworthy to the people they want to reach.

Measurement and analytics:

Media buying uses special tools to see how well ads are doing, like how many people see or click on them. By looking at these numbers, companies can determine whether their ads are working. This helps them improve their future ads, so more people will like them and buy their products.

Streamlined campaign management:

Media buying agencies are like helpers for companies who want to show their ads. These helpers care for everything, like making the ads, putting them in the right places, and checking if they work well. This way, the companies don’t have to worry about ads and can focus on their main work. It saves them time and energy, and they can be sure that experts are taking care of their ads so they can do better in their business.

What are the rules of media buying? 

Media buying has some rules that advertisers must follow. It’s not very simple, but these rules help everyone play fair and ensure ads are shown correctly. Just like there are rules in games, there are rules in media buying to make sure everything is fair and works well for everyone. Here are some of the rules of media buying:

  • Research and audience analysis
  • Clear campaign objectives
  • Budget allocation and management
  • Negotiation skills
  • Compliance and regulations
  • Performance monitoring and optimization
  • Creative relevance and consistency
  • Relationship building

Research and audience analysis:

Before putting ads in place, it’s important to research and understand the people who will see them. Media buyers need to know what these people like, how old they are, and what they do. This helps them choose the right places to show the ads and make messages that these people will really like. It’s like ensuring you have the right ingredients before baking a cake so it turns out delicious!

Clear campaign objectives:

Before starting to advertise, deciding exactly what you want to achieve is important. Do you want more people to know about your brand, visit your website, or buy your products? Setting clear goals helps you know where you’re going and whether your ads work well. It’s like having a map to follow on a trip so you know if you’re going in the right direction.

Budget allocation and management:

Decide how much money you can spend on ads based on what you want to achieve and what you have. Use the money wisely on different places where people see ads, thinking about where your target audience spends time. Be smart with your money by talking to the places where you want to put ads and making sure you get good deals. Monitor how much you spend and change things if the ads are not working well. It’s like using your pocket money for things you like and ensuring you don’t spend too much.

Negotiation skills:

Negotiation is like haggling at a flea market. The people who buy ads need to be good at talking to TV and websites to get good deals. They haggle for the right prices, the best ad spots, and sometimes extra goodies. Good at this helps companies save money and improve their ads, like getting a good deal on a toy or a treat at the market.

Compliance and regulations:

When buying ads, following the rules and being fair are important. The people who buy ads need to know the laws about what they can and can’t say in ads and how to respect people’s privacy. If they don’t follow these rules, they can get into trouble and make their company look bad. So, it’s like playing a game where you must follow the rules, or you might get in trouble, and nobody will want to play with you.

Performance monitoring and optimization:

It’s really important to watch how well the ads are doing. The people who buy ads should watch things like how many people see or click on them. This helps them know if the ads are working or not. If some ads are doing great, they can put more money there. But if some aren’t doing well, they can change things to make them better. It’s like playing a game and making changes to win more often.

Creative relevance and consistency:

Ads must be interesting and make sense to those who see them. Whether on TV, the internet, or elsewhere, the ads should all talk about the same thing in a way that people will remember. The people who decide where to put the ads work together with creative teams to make sure the ads match what they want to achieve and what people like. It’s like telling a story everyone enjoys hearing, no matter where they hear it.

Relationship building:

Making friends with TV channels, websites, and places showing ads is important in media buying. When you’re friendly and respectful, these places might give you special treatment, cool deals, and access to great ad spots. Being polite and talking nicely to them can help your ads work better, like ensuring you get the best toys when you’re nice to the toy store owner.

How do I create a media buying plan? 

Making a plan for buying ads is easy if you follow some steps. It’s like making a list before shopping; you decide what you want, figure out where to get it, and then you’re ready to go. Creating a media buying plan is just like that but for ads! Here is how you can create a media buying plan:

  • Define clear objectives
  • Understand your audience
  • Set a realistic budget
  • Research media channels
  • Develop a creative strategy
  • Select media outlets and placements
  • Implement tracking and measurement tools
  • Monitor, analyze, and optimize
  • Build relationships with media partners

Define clear objectives:

First, decide what you want your ads to do. Do you want to increase brand awareness, drive traffic to your website, boost sales, or promote a specific product or offer? Identifying your goal helps you select the appropriate platforms for your ads and craft compelling messages. It’s akin to choosing a game to play, understanding the rules, and strategizing how to win before you begin.

Understand your audience:

To make good ads, first, you need to know who will see them. Learn about the people you want to reach, like how old they are, what they like, and what they do. This helps you put ads where they spend time, and you can make ads they’ll like. It’s like making a tasty sandwich with their favorite ingredients, so they want to eat it.

Set a realistic budget:

Decide how much money you can spend on ads, thinking about what you want to achieve and how much money you have. Strike a balance between achieving your goals and staying within your budget. Think of it like planning your weekly allowance: allocate your funds wisely to ensure you can achieve your desired outcomes without overspending, much like buying what you want without depleting your entire budget.

Research media channels:

Look at different places to show your ads, like TV, radio, websites, and social media. See how many people use these places, where they live, and how much it costs to put ads there. Consider focusing on places where your target audience predominantly resides. Think of it as selecting the ideal playground to play in – you want to be where your friends are, and it should be an enjoyable and engaging place for everyone involved!

Develop a creative strategy:

Make ads that people will really like and that match what your brand is all about. Think about what you want to say and show in your ads. Make sure they look and sound the same, no matter where they are shown. It’s like telling a fun story everyone understands, whether you’re telling it to your friends, family, or people you meet at the park.

Select media outlets and placements:

After figuring out where you want to put your ads, talk to the TV shows, websites, or places where your ads appear. Decide on the best spots and times for your ads. It’s like choosing the best seat in a movie theater so you can see the screen clearly. Pick the places where your ads will be seen by the people you want to reach.

Implement tracking and measurement tools:

Use special tools to see how many people see your ads, click on them, and buy things. These tools help you know if your ads are working or not. Keep checking these numbers to see how well your ads are doing, just like checking the score in your favorite game. It helps you know if you’re winning or need to change your strategy to improve.

Monitor, analyze, and optimize:

Keep an eye on how well your ads are on TV, websites, and other places. Look at the numbers to see what’s working and what’s not. If something is great, keep doing it! If something isn’t working, change it to make it better. It’s like playing a game and adjusting your moves to win more often. Doing this makes sure your ads work well and help your business.

Build relationships with media:

Make friends with TV channels, websites, and places you advertise. They might give you special offers and extra help when you’re friendly and talk nicely. It’s like having friends in a game who share their cool stuff with you. These friends can make your ads work better and help your plans succeed!


Making a good advertising plan is really important in today’s competitive world. First, decide what you want to achieve with your ads and learn about the people who will see them. Then, consider how much money you can spend and find the best places to show your ads. Also, be creative and make your ads interesting. Use special tools to see if your ads are working well. When you do all these things, your ads can reach the right people and make a big impact!

Nabeel Ahmad

Nabeel Ahmad

Nabeel Ahmad is the Founder / CEO of Mogul Press. On this blog, he shares valuable insights regarding PR and marketing.