Break the Tradition: Media Buying in a Streaming Age

May 17, 2024

In the ever-changing world of digital marketing, sticking to old-school media buying methods just won’t cut it anymore. With streaming services taking over our screens and social media ruling our feeds, brands need to get savvy with their strategies. Media buying is evolving in this streaming age.

What does a media buyer do?

A media buyer is like the matchmaker of the advertising world. They’re the ones responsible for connecting brands with the right platforms to get their message out there. Here’s what they do:

  • Research: Media buyers dig deep into data to understand target audiences. They figure out who’s most likely to buy the product or service and where they spend their time.
  • Strategy: Once they know the audience, they craft a plan. This involves deciding which platforms – like TV, radio, social media or streaming services – will work best to reach them.
  • Negotiation: Media buyers are pros at getting the best bang for the buck. They negotiate with publishers, TV stations, websites and more to secure ad space at the best possible rates.
  • Buying: Once the deals are made, it’s time to pull the trigger. Media buyers actually purchase the ad space, making sure everything’s in order and that the ads will run smoothly.
  • Monitoring: But it doesn’t stop there. They keep a close eye on how the ads are performing, tweaking the strategy as needed to get the best results.
  • Reporting: Finally, media buyers provide detailed reports to their clients, showing them exactly how their ads are performing and where their money is going.

In short, media buyers are the masterminds behind getting ads in front of the right people, in the right place, at the right time.

The streaming boom

Remember when TV commercials and magazine ads were the kings of advertising? Well, those days are fading fast. Streaming platforms like Netflix, Hulu, and Amazon Prime Video have changed the game. Now, people can pick and choose what they watch, when they watch it. 

For brands, this means it’s time to embrace programmatic advertising. It’s all about using data and clever algorithms to target the right audience with the right ads at the right time.

The new frontier

Social media isn’t just for catching up with friends anymore – it’s a goldmine for brands. With billions of users on platforms like Facebook, Instagram, and Twitter, there’s a massive audience just waiting to be tapped into. But here’s the thing: some brands are taking shortcuts, like buying followers. Is it worth it, though?

Why buying followers is a bad idea

Sure, having a huge follower count might look impressive at first glance. But bought followers rarely engage with your content or buy your products. Plus, they can make your brand look pretty shady. In today’s digital world, authenticity is everything. People can sniff out fake followers from a mile away, and it’s not a good look for your brand.

How to build a real following

Instead of taking the easy route, how about we focus on building a genuine following? That means creating kickass content that your audience loves, and actually chatting with them like real people. Building a loyal community of followers who genuinely care about your brand is way more valuable than a bunch of fake followers.

In the age of streaming, traditional media buying just doesn’t cut it anymore. Brands need to get with the times and embrace digital platforms. And as for buying social media followers? Don’t do it. Building a real following through authentic content and genuine interactions is the way to go. Let’s break the tradition of outdated media buying and connect with our audience in a way that actually matters.

Interested in a media buying career? Check out our open position here at Commit: