7 Types of Media Buying and When to Use Them
As a marketer or business owner, it’s essential to understand the different types of media buying and when each one is appropriate.
Media buying and ad placements could take the form of traditional or digital channels.
The traditional channels include print, television, radio, and out-of-home (OOH) placements like billboards. Digital channels are those that exist online, such as social media platforms, search engines, or websites.
Each type of placement has its own strengths and weaknesses. The key is matching the right media buying type with your goals.
Here are six of the most common types of media buying:
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- Display ads
- Social media ads
- Paid search
- Mobile ads
- Video ads
- In-app ads
- Digital OOH ads (DOOH)
1. Display ads
Display ads are easy to come across. Moreso, they come in different sizes and shapes. Whether it’s a banner ad at the top of a website or a promotional message plastered on the side of a bus, display ads are designed to grab attention. While they may be eye-catching, that doesn’t necessarily mean they’re effective. In fact, research has shown that people often find display ads to be annoying and intrusive.
As a result, many people have developed what’s known as “banner blindness,” whereby they tune out advertising messages altogether. So if you’re thinking of using display ads to promote your business, you might want to think twice.
2. Social Media Ads
Social media ads are a type of display ad, but they appear on social media platforms like Facebook, Twitter, and LinkedIn. Unlike traditional display ads, social media ads are often less intrusive and more effective because they target specific demographics and interests.
For example, if you sell hiking gear, you could target your ads to people who have expressed an interest in hiking or outdoor activities. Facebook ads offer retargeting capabilities, so you can show your ad to people who have visited your website but didn’t make a purchase. Aside from that, you can also use social media ads to boost your organic reach.
3. Paid Search
Paid search ads are sponsored results that appear at the top of a search engine results page (SERP). These ads are purchased through an auction system, whereby businesses bid on keywords that they think people will use to find their products or services. The higher the bid, the more likely the ad appears on the SERP.
Paid search ads effectively reach people who are already interested in what you’re selling because they’ve used specific keywords to find your business. It is often considered to be one of the most cost-effective marketing strategies because it allows you to target your ads to people who are already interested in what you have to offer.
4. Mobile Ads
With more and more people using their smartphones and tablets to access the internet, it’s no surprise that mobile advertising is rising. Mobile ads are designed to be displayed on mobile devices and come in various formats, including banner ads, text ads, and video ads.
One of the benefits of mobile advertising is that it allows you to target people based on their location. For example, if you’re a restaurant owner, you could target people who are within a certain radius of your establishment. You can also target people based on their device type, operating system, and even the type of mobile app they’re using. It is vital to design your ads in such a way that it is responsive to the different screen sizes available.
5. Video Ads
Video advertising is one of the most popular and effective forms of online advertising. Video ads are typically short (15 seconds or less) and can be either skippable or non-skippable. Skippable video ads allow viewers to skip the ad after five seconds, while non-skippable video ads must be watched in their entirety.
Video ads are often more expensive than other types of online ads, but they can be well worth the investment if you create a compelling and effective ad. Keep in mind that people are more likely to watch a video ad if it’s entertaining and relevant to their interests.
6. In-App Ads
If you frequently use free apps, you’ve probably noticed in-app ads. These are the ads that pop up while you’re using an app, often in the form of banner ads or short video clips. In-app ads can be annoying, but they’re also a significant source of revenue for app developers. In fact, many apps are entirely free to use because they rely on in-app advertising to generate income.
Of course, there are downsides to in-app advertising. For one thing, it can interfere with the user experience. Additionally, some users may feel that their privacy is being invaded when they see ads that are targeted specifically to them. However, for the most part, in-app advertising is a harmless and effective way for app developers to earn income.
7. Digital OOH Ads (DOOH)
Digital out-of-home (DOOH) advertising is a type of advertising that uses digital screens to display ads in public places. DOOH is also referred to as outdoor advertising or outdoor media. DOOH advertising is growing in popularity because it allows businesses to target specific audiences with laser precision. For example, if you own a clothing store, you could target your ads to people walking by your store or near other clothing stores.
DOOH ads are typically found in high-traffic areas like airports, shopping malls, and subway stations. One of the benefits of DOOH advertising is that it’s impossible to ignore or miss. However, because DOOH ads are often located in busy areas, they can be expensive to produce and place.
How to Design, Plan, and Execute Ads That Stand Out
Anyone who’s ever scrolled through their Facebook feed can attest to the power of a good ad. Whether it’s a funny meme that stops you in your tracks or a beautiful piece of art that catches your eye, there’s no denying that a well-designed ad can make all the difference. But what goes into designing an ad that stands out?
First and foremost, it’s essential to have a clear target audience in mind. What are their demographics? What are their interests? Once you know who you’re targeting, you can start to craft a message that resonates with them.
It’s also essential to keep your ad creative, unique, and memorable.
One way to do this is to use humor. People love ads that make them laugh, so if you can come up with a witty concept, you’re sure to get some attention. Another option is to be controversial. This isn’t for everyone, but pulling it off can really get people talking about your product or service.
Of course, simply having a great concept isn’t enough. You also need to make sure that your ad is well-designed and properly executed. Work with a professional graphic designer to create an eye-catching design, and make sure that your ad is placed in a spot where your target audience will see it.
There’s no shortage of ads out there, so you’ll need to come up with something that really grabs attention. Most importantly, don’t forget to include a call to action! A good call to action will encourage your audience to take the next step, whether it’s visiting your website or making a purchase.
Conclusion
There are various types of media buying, each with its advantages and disadvantages. The best way to determine which type of media buying is right for you is to consult with a marketing or advertising professional. They will be able to assess your needs and budget and recommend the best course of action.
Featured Image- Unsplash @ mjessier
