Media buying agency is the process of purchasing advertising space across multiple channels like social media, search engines, and traditional offline platforms such as radio and TV. This allows brands to target specific audiences and optimize their campaigns for maximum performance.

When selecting a partner to manage your media campaign, thoroughly vetting their capabilities is crucial. Look for teams that thrive on research and data to track accurate campaign metrics and make informed optimizations. Ask your potential partners how they plan to leverage industry-leading data providers and what they do to keep their skills up to date.

A reputable agency should have strong relationships with vendors and digital platforms to negotiate the best prices and placements. They should also be able to identify hidden opportunities within the marketplace. Ask your potential partners how they’ve negotiated with vendors and platforms in the past, and whether they can offer you a discount or a unique deal that will help you achieve your marketing goals.

The right agency will have the knowledge and expertise to set up your ad deal traditionally or programmatically. They will also be able to provide insight and recommendations on your media campaign. Make sure that they can explain complex analytics and provide clear insights about your campaign’s results.

Choosing the right media agency will ensure that your campaign is activated flawlessly and reaches its target audience. Many brand teams have solid marketing objectives and KPIs, but they struggle to nail down the ideal media strategy. A good media buying agency will refer back to the strategic goals outlined by the client and identify the right ad space based on those needs.