When working with a media buying agency, you want to ensure you’re maximizing your budget and reaching your target audience. Below are some tactics to employ when developing your television advertising budget.
Know your audience
Before you meet with your agency, come prepared with facts about the audience you want to reach. Where do they live? What is the age range and gender breakdown? What are their interests and hobbies? The more information you have about your target demographic, the better you can strategize to find them when they’re watching TV.
Demonstrate commitment
If you pay for media buys upfront, your agent will know you’re serious and work to earn your continued buys. If you want to save money in the long-term, ask about a multi-week package. Oftentimes you can save money if you buy time for 10 to 13 weeks upfront.
Be prepared to negotiate
Don’t accept what agencies offer you for media buying if it’s not what you want. Be clear about your expectations, and let them know what you’re willing to spend. Your agency ultimately wants your business, so ask what you can realistically get for your budget.
Manage your expectations
While negotiation is a good tactic to employ, understand that some time slots are always going to be pricier than others. If you want to buy time in the morning or during primetime, expect to pay more. Seasonal events like elections and the Super Bowl will also demand much more than you would normally spend.
Be wary of value-added bonuses
Value-added bonuses should be just that: bonuses. If an agency is focusing on cross-placements, sponsorships and other bonuses, and not on your original ask of media buys, be cautious. You’re giving the agency your money so they can secure media time for you, and their priority should be on that.
Prioritize results
The prime slot may not be what ultimately earns you the best results. If your audience is mostly home during the day, or watching during night shift, it’s not worth spending more for the “best” slot. The best time is the time when your audience is watching, and what garners results. Your media agency can help you strategize what makes the most sense for your business.
Meet your audience where they are
If your audience spends more time on Instagram than watching television, then media buys probably aren’t the best place for your marketing dollars. If you can’t afford TV advertising, don’t buy it because you feel like that’s what businesses are supposed to do. Start smaller with your digital marketing budget, and build from there.
If you’re looking to create compelling television ads that earn results,
say hello
!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
