Media Buying Strategies

Media buying is the process of acquiring advertising space in various mediums like television, print, radio and digital. It is a great way to get your brand’s message across to potential customers.

Before you can develop a media buying strategy, you need to have a clear understanding of your goals and audience. Then, you can decide which media channels to use and which media tactics will work best.

1. Targeting

Targeting is the media buying tips that focuses on selecting and directing marketing efforts to specific audiences. It relies on demographic, geographic and psychological tactics to reach consumers with the right message.

Media buyers work closely with the media planning team to analyze different advertising options and choose which ones are most effective for their brand or client. They then negotiate with the selected outlets to finalise an advertising deal.

2. Remarketing

Among the many marketing technologies and strategies at play in the digital universe, remarketing stands out as the best way to get more of your best customers back on your site. As its name implies, remarketing is all about retargeting past visitors with ads that match their previous online activity. There are many types of remarketing strategies but the most effective include triggered email and retargeted ads using cookie tracking to name a few.

3. Conversion Optimization

Conversion optimization is a way to increase the percentage of website visitors who take a desired action, such as purchase, sign up for a newsletter, or download a white paper.

To optimize your conversion rates, start by understanding what you want to achieve with each page on your site. Then, use quantitative data analysis to determine which areas need improvement. This will help you prioritize your CRO efforts and make better decisions.

4. Bid Management

Bid management is a crucial part of the media buying process. It involves managing ad campaigns and optimizing their performance to ensure maximum ROI.

This can be done through a range of techniques, including using white-label ad tech software that allows you to buy inventory slots directly from publishers rather than via third-party middlemen. This allows you to avoid paying high bid markups and reduces your media spend by 10-30%.

5. Audience Segmentation

Audience segmentation involves identifying audience subgroups and creating tailored messaging that taps into their specific wants and needs.

Using this strategy, marketers can tailor their content to each group and create stronger connections with their audience.

Segmentation can be done based on demographics, behavior and psychographics. It can help businesses deliver better marketing campaigns that are more effective at generating click-throughs and conversions.

6. Behavioral Targeting

Behavioral targeting is a data-centered advertising strategy that targets users based on their past behavior and interests. It helps businesses increase their conversion rates and improve their marketing efforts.

Behavioral tracking is a powerful method that can help online retailers, service providers, and brands boost their sales and customer loyalty. It uses information from a consumer’s past purchases, browsing history, and more to create targeted ads.

7. Contextual Targeting

Contextual targeting is an effective media buying strategy that helps you place ads on websites that are relevant to your product or service. It can increase your click-through rate and positively affect your sales.

It’s also GDPR-safe, as it minimizes reliance on personal data. In addition, it’s a more affordable option than behavioral targeting, which often requires vast amounts of data and a team to analyze it.

8. Retargeting

Retargeting is one of the most effective ways to engage with customers and keep your brand top of mind. It helps you grow the number of customer touchpoints throughout the buyer’s journey and increase conversion rates.

The strategy relies on placing a snippet of code on your website, or using data gathered through social media or search engines. It lets you target users based on their behavior, interests and preferences.

9. Behavioral Targeting

Behavioral targeting is a data-centered media buying strategy that relies on user information to deliver relevant ads. It helps marketers and publishers develop better customer experiences, boost sales and increase overall ROI.

Rather than simply placing ads where “best-fit” potential customers are likely to browse, behavioral targeting uses data and advanced tracking technologies to send them highly personalized ad content that speaks directly to their interests. This technique has been adopted by businesses and consumers alike, with positive results.

10. Content Marketing

Content marketing is a key strategy in the media buying process. It involves creating content that provides real value to your target audience and builds trust and credibility with them.


Media buyers are responsible for negotiating prices and running times to get your ads in the right spots on a wide range of media outlets. They also optimize ad placements based on campaign performance to maximize ad spend.

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