Frequently Asked Questions
A media buy is a schedule of advertisements in a given medium. A TV, cable, or radio buy consists of a number of spots (1 spot = 1 ad) that are scheduled to air within a specific day & time of the week called a daypart. Buys are also called campaigns or flights. Digital campaigns consist of targeted placements across targeted networks and websites and are calculated based on impression numbers (# of viewers within a certain radius that fit target audience parameters). A print buy is the number of insertions (1 insertion = 1 ad) in newspapers (national or local) or magazines and an Out-of-Home (Outdoor) “showing” is the number of individual outdoor (digital or traditional) boards.
Identifying goals is critical when it comes to media buying. We need to ask what goals do you have in place right now? Are they specific, measurable, relevant, and attainable? Are we driving conversions? Sales? Is the goal lead generation or branding or a combination of both? Are we building brand awareness or are we increasing foot & site traffic? The key to success is staying ahead of emerging trends and learn from past experiences; goals must be specific, measurable, attainable & realistic.
We identify the target audiences of each campaign prior to any negotiating and well before buying begins. Defining your target audience is one of the most crucial steps in developing media strategy; strategy includes identifying who the audience is, what their needs are and when their needs might present themselves. At Sleight, we analyze media consumption habits specific for each vertical and medium. Identifying the target allows us to create actionable content, which in turn builds trust among potential customers. As content is crafted to explicitly appeal to that particular market segment, we are then able to create target oriented and lead specific campaigns, giving clients the best ROI possible.
We as buyers rely on our knowledge of the marketplace, stations & digital networks as a starting point beginning market negotiations. While it’s possible to negotiate on any number of relevant criteria, we at Sleight concentrate our efforts on negotiating the best reach and frequency and/or share of voice. We as strategists/buyers look at ratings, impressions, cost per points and cost per thousands and many other factors that are part of our “secret sauce” and our proprietary negotiation. Additionally, we have access to research that provides cost estimates for standard demographic targets across all measured markets.
To build and track leads & conversions, you need a holistic overview and understanding of your current customers as well as potential customers. At Sleight, we use research information along with years of experience to better define an in-depth understanding of how the target audience searches for products and what information triggers an actual purchase. We use a combination of campaigns across various mediums to ensure that customers are seeing relevant messaging throughout multiple touchpoints. Potential buyers will have different needs depending on their stage in the buyer's journey. The channels that we choose to advertise across also depends on our targeting metrics.
Media consumption habits are shifting rapidly and one of the greatest challenges we constantly face is staying relevant to our target audience. The world is changing and so are our customers. Consumers have far more distractions, opportunities, choices and ways to communicate so to stay relevant and engaged we need to make sure we are getting the right information about needs, wants and expectations from our target audience and giving them what they need. Spending time with your customers is crucial as once we’re disconnected, our relevance diminishes. The challenge when it comes to staying relevant is ensuring that we are communicating in ways that are relevant to the market and in the manner, consumers want to connect. We need to spend time where our customers spend time and not only engage our audience but effectively engage our audience.
The answer to this question depends on the nature of the company, the size of the marketing budget, and the company’s specific goals (i.e. branding, lead generation, website traffic, etc.). While many businesses may need to initially focus on a strong website, search engine optimization, and pay-per-click advertising, which can provide a stronger return on investment than some traditional advertising strategies, the ultimate goal is to have a strong mix of advertising mediums that will support and strengthen each other as the consumer travels down the path from brand awareness to purchase. With the help of television and radio ads, potential customers will be aware of you and, with SEO and PPC and other digital advertising strategies in place, your customers will easily find you, and/or be found by you, when they are closer to making a purchase decision.
At Sleight Advertising, we have specific reach and frequency goals that guide us in planning TV and radio campaigns and in advising clients as to a specific spend level. Many factors will influence this amount, including the company’s target demographic, the size of the market they are trying to reach, and unique campaign goals.