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Since the advent of the Internet age, the scope of media buying in Los Angeles has grown exponentially. From the relatively limited choice of broadcast and print ads of the Mad Men-era, advertisements have evolved into a complex multi-platform medium that spans from the antiquated TV, radio and newspapers, to the exciting world websites, podcasts, VSLs, social networks, phone apps, live streams and more. Even the advertisements themselves are no longer limited to simple video or print, with javascripts, HTMLs, Gifs and many other formats stamping their own respective and unique claims. If this is not enough, there is of course the added matter of time and distance, where the instantaneous global reach of advertisements, 24-hours a day and 365 days a year, has become an accepted way of life for most consumers. In light of these developments, one could be forgiven for thinking that the role of media buyers has undergone a massive change in the 21st century advertising landscape. However, this could not be further from the truth. Because essentially, beneath the glossy surface, media buyers continue to provide one single product to individuals and companies: turnkey solutions for their advertising needs. Media buyers in Los Angeles take the laborious, repetitive and exhaustive researches on demographic, pricing, platforms, scheduling and booking out of the hands of their clients. On top of that, media buyers are able to leverage the volume of their ad inventory and relationship with media owners to provide clients with more competitive pricing. With all these in mind, what are the factors to consider when hiring media buyers in LA California? Pricing The golden rule of thumb – never pay more than the published rate cards. Media buyers should always be able to offer lower prices. In addition, enquire about their volume of business, as this is a good indicator of their pricing competitiveness. Existing Ad Space Inventory Established media buyers usually make advance purchase of ad spaces from media owners, ranging from months to years ahead. Enquire about their level of inventory, as it could make long-term advertising strategies easier to develop. Breadth and Reach While specialization may be an attractive asset at times, by and large, a broader network of platforms consisting of a mixed advertisement medium would generally provide greater flexibility, breadth and reach for campaigns. Key Personnel The presence of former media executives in media buying organizations signals a greater and more detailed knowledge of the industry, which could give firms with a crucial advantage over their competitors. Media owners’ annual bonus deadlines and sales competitions, new markets and innovative technologies are just some of the elements that former media executives will be privy to, leading to better strategic and pricing decisions. Backend Services Tracking of advertising campaigns’ reach, conversions, end-user satisfaction levels and sales can be an expensive and time-consuming affair. Keep an eye out for agencies or individuals that can provide such data through backend measuring solutions. Network A network of paid media agencies, bloggers, websites and local radio personalities, for instance, can provide an immediate boost to advertising and marketing campaigns. However, such networks are not developed overnight, and require constant cultivation and care to maintain. This is one of the hallmarks of successful media buying agencies. Strategic Consultation and Analysis Experienced media buyers are able to offer suggestions, insights and ideas to enhance any advertising campaigns. After spending years in the trench lines and backed by historical data and trends, their executives are better positioned to analyze ongoing and future sales, marketing and advertising campaigns. Support Services Need a talented director to helm a commercial? A proven designer to build or upgrade a flagship website? A casting agency that can find demographically-accurate talents to represent specific brands? Copywriting talents for niche projects? Reputable media agencies in Los Angeles will be able to extend an experienced and knowledgeable hand here, drawing from their industry contacts and previous successful campaigns. The hiring process may seem tedious and complicated, but in the long run, this will prove to be one of the smartest decisions a company, entrepreneur or businessman could make. This is why even multinational corporations such as Shell, Universal Studios and Volkswagen continue to depend on media buyers to augment their gigantic Los Angeles based, internal marketing departments. About Author: Hiring an TV Ad Agency Los Angeles with the right chemistry is the very first step to boost your company TV Commercial Ad efforts. Learn the important advantages of hiring an agency with robust TV Commercial experience.
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