3 Benefits of Adding Digital Media Buying to Your Marketing Plan

“Media planning is the process of determining how, when, and to what audience a branding or advertising message will be delivered,” according to an article by Maryville University. “A media planner analyzes how a message is intended to support a marketing or advertising strategy and then develops tactics to share that message in the right places with the right people.”

Digital media planning and buying is specific to tactics that are online. Paid search campaigns, website banners, and even the development of paid video content are all examples.

There are key benefits to adding digital media buying to your marketing plan.

Improve Brand Awareness

In tactics like programmatic, paid search and display campaigns and paid social, you can use increased frequency to improve brand awareness amongst your target audience. As implied in the Marketing Rule of Seven, repeatedly putting your brand message in the eyes of consumers increases their propensity to purchase your product or service.

Capture New Audience Members

With highly targeted digital media buys, it’s easy to capture new audience members. Targeting methods utilizing demographic, geographic and even affinity-based data help you reach exactly who you’re looking for with your brand message.  

More Bang for Your Buck

Because you can set budget limits, digital media buying can be an extremely effective way to make the most out of a smaller budget. Varying campaign types targeting different goals, like impressions, link clicks, conversions and ROI, can help you reach marketing goals within your budget.

Adding digital media planning to your marketing mix has definite advantages. Finding the right mix of digital ads and other ad types, like print and out-of-home (OOH), is key.