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The Daily Stream

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The Evolution of Media Buying in 2012

December 8, 2011 // By: Stream Companies

With budgets becoming tighter and tighter in Broadcast, Radio, and Cable, perhaps it’s time to take a closer look at what is really going on.  And with the upcoming political year, especially in a top 5 DMA market like Philadelphia, it is of paramount importance to be more targeted than ever so the branding message reaches its target audience as opposed to getting lost in the shuffle.

Unanimously, people in advertising would agree that the process of media buying is constantly changing; therefore the need to evolve is a necessity.

Stream Companies is taking a closer look at analytics to secure the most appropriate networks and stations for all of our clients, whether it’s Cable, Broadcast or Radio. This needs to be addressed not only on a client by client basis, but on a station by station basis.

Bill Tucker, worldwide CEO, MediaVest raises the issue of who the ads are actually reaching: “We want to buy audiences, not platforms, and discussions need to move in that direction. Networks need to sell across their inventory, packaged for targeted audiences. Today, the industry negotiates based on Nielsen demos such as women 25-54. A 25-year-old woman has very different behaviors from a 50-year-old woman, yet these generalized demographics are still put forth as the core of our negotiations. This needs to change.”

Here at Stream Companies, our Media Buying department utilizes the most up-to-date, cutting edge technologies and methods in Media Buying to ensure our clients are getting the most across the board. This helps Stream continue to deliver the biggest ROI to our clients in all forms of Media in 2012 and beyond.

Topics: Advertising, advertising agency, advertising agency blog, advertising blog, advertising company, Advertising (topical), Advertising Trends, digital advertising, Media, media strategy, stream companies, Television