Criteria in Media Buying

They should be as specific as possible, and as actionable as can be reasonably expected. Avoid terms like “endeavor to” and “make best efforts”.  If there are concrete exceptions to an expectation, list them out.  If there is a process for having exceptions approved, document it. If there are expected seller consequences for non-compliance, identify them.

Buying Guidelines should be specific to the client’s business conditions and communication objectives. These should drive tactical goals in areas such as preferred or restricted content, commercial separation requirements, quality vs. efficiency expectations, competitive exclusivity, etc.

Include a brief target audience and media objectives overview including considerations beyond gender/age, secondary targets, recommended buying demographic or metrics, reach versus frequency or engagement priorities.

What are your delivery expectations versus Planned and Purchased? These are often expressed as a target percent vs. the goal (i.e. Actual delivery from 95-105% vs. Planned). These may also be further stratified to include expectations by week/flight/brand/message/commercial length (+/- 10% for example) within what may be broader annual or corporate buys.

What level of vendor contracts is required on your behalf? Detailed, current (and signed) orders should protect your investment for every media property order and include the relevant terms and conditions. These are the link between agency and seller in the media supply chain. If you have a broken link, you have no accountability. This expectation should be outlined in the buying guidelines.

How are post-performance methodologies defined? Provide definitions and timing for reporting as appropriate per media type: broadcast media posting rules, circulation analysis methodology, buy types and count-of-record source for digital payments.

What are the provisions and timing for recovery of delivery shortfalls or non-compliance: credits, makegoods, bonus weight, under delivery recovery, etc.? What is the unit of measure for delivery? For example, in National TV, delivery is often measured over the course of a full broadcast year by network. Best practice in local TV is quarterly delivery at the station level (not market).

Do you have time of day (daypart) and other placement requirements and preferences including definitions?

What are your reporting requirements that support an appropriate and timely performance feedback loop? How often will post performance reports be delivered, and how long after the end of the media measurement period in question, and what will be consequences to the seller (and agency, if applicable) for any performance shortfalls vs. agreed compliance items?

Have you defined expectations for financial management including timely invoice reconciliation and payment? Consider specific target dates by media channel (i.e. 60 days end of quarter, etc.). Be aware of the client’s own payment terms to the agency and how these might impact agency payment to sellers.

Phase 1: Pre-placement

Advertising isn’t as simple as making a really good-looking ad design and slapping it up on a wall. There’s an entire strategy that is put in place. Coming up with that strategy often takes the most time, as there are several factors to consider.

Phase 2: Placement

It’s time for takeoff! You’ve found your target audience and discovered where they’re most likely to interact with your campaign. You’ve met with vendors and decided on the ones that are priced the best and located in the optimal spots.

In this phase, media buyers make sure that the media is actually delivered to the vendor and that the vendor fulfills the requests that have been made. The buyer is responsible for making sure that the ad actually appears where it was paid to appear and is in the right environment.

It’s always best to prepare for the worst. If your advertisements aren’t doing well in one place, move them elsewhere. If they’re getting more interaction at certain times of the day, adjust settings and your budget accordingly. Constant review and reevaluation isn’t optional it’s necessary. Nothing is set in stone.

Phase 3: Post-placement

What was this all for if not for measuring advertising effectiveness?

When working with a media buyer, this is a good point to touch base with them and look at the data. Were the places you chose to put your advertisements effective? What worked well? What could have been better? Was too much money spent in one place, and not enough in another? Search for both negative and positive patterns, and make a note so that your next campaign runs even better than the last.