the bagel chronicles

Grab a bagel and Stay awhile. Read our thoughts.

Shannon Bitzan

May 30th, 2016

Early Morning Thoughts From an Under Caffeinated Media Buyer


When I tell people that I am a Media Buyer, I am typically met with blank stares and a vague “that’s nice.” When they inevitably ask for an explanation, I often find myself stuck. How do I describe my job without droning on for hours? I usually go for a very basic “I buy ad placements.” That never seems like a good enough explanation though. What we do here is so much more than just buying spots in the Sugar Bowl, or securing a full page ad in the local paper. We pride ourselves on becoming experts on our clients, their market, and their needs.

When it comes time for us to put together a media buy, it can be really easy for people to assume that their ad will run in whatever publication, station, or channel that they consume. We hear it all the time, “I want to be in XY paper, because that’s what I read every morning” or “I want spots in YZ show because I watch it religiously.” While that is a completely acceptable request, after all, you want to see the advertisement that you’ve paid for, here are a few questions that we keep in mind for every buy we put together.

  1. Who is your target audience?
    Does your product or service have universal appeal, or is it for more of a niche market? Do your consumers skew younger rather than older, or more male than female? Since media consumption is constantly evolving, it is important to keep in mind that there are many different platforms available, that will each reach a different demographic. It is also important to understand if your customers are located in specific geographic areas to target them more accurately, as well.
  2. What are your objectives?
    We strive to understand your objectives to ensure that a custom media plan is developed that will achieve your goals. Are you hoping to increase visits to your website? Or are you launching a new product that needs to build brand awareness? Our media team will use this information to cultivate a strategy that will accomplish your objectives.
  3. Who is your competition?
    Who are your competitors and what differentiates your company from theirs? Understanding this will allow us to consider ways to set you apart from threats, and leverage your strengths in your media planning and buying.
  4. What is your timing?
    Is your product or service seasonal? Do you find that a significant percent of your sales come from a certain time in the year or during a specific time of the month? If so, it would make sense to align the timing of your media buy to support those peak times, to help grow your business.
  5. What is your budget?
    We can work within your budget parameters to make the most effective media plan, or we are able to suggest what advertising spend is needed to achieve your goals. Either way, we are committed to getting you the most bang for your buck!