Your business has a goal for 2021… You know who your target audience is… now you just have to figure out how to reach and influence them to drive results for your business – all while staying within budget (sometimes that’s the hard part)! Perhaps you should consider reaching out to an experienced Media Buyer in the Houston market – Brand Ranch Media!
If you want to get serious about advertising and find an efficient way to manage your ads in Houston, using an experienced media buyer is a must. A successful media buy is a great way to reach large audiences across an entire market to increase brand awareness.
Depending on who your target audience is, or what your target audience is doing with their time throughout the day, you may be considering dozens of different media outlets to reach and influence them. When you compare one media to another… it isn’t always apples to apples. Of course, you want to get the most out of your marketing investment – and branding and attribution are sometimes hard to tie back to a source directly and prove return on investment (ROI).
A comprehensive media buy should take into consideration the following:
- Target Demographic – Including age, gender, qualitative, quantitative, and in-market segmentation characteristics
- Media Ratings – Broadcast media buys should be based on the most recent 3-month average of data (also referred to as a “3 book average”) from Nielsen Ratings to show the most recent station performance and how your target demographic (i.e. Persons 18+, Women 25-54, etc.) performs on the particular media outlet. Ratings are measured by RTG (i.e. AQH in radio). It is important to factor in ratings boosts associated with holidays, sports, and political seasons.
- Cost – The preferred means of measuring cost effectiveness of media campaigns and to gauge the market demand of each station is to do a cost analysis. In broadcast media the god standard is a Cost-Per-Point (CPP) Analysis. CPP Analysis measures how much it costs to buy 1 rating point (which is a measure of audience size, based on Nielsen Ranking). Since there are many stations competing for the same demographic (for example, there are several Adult Contemporary, Country, Talk, and R&B/ Hip-Hop formats available in a given market), CPP Analysis can help you choose the appropriate station mix to reach the most people with the highest frequency. In the digital media world, the performance measurement standards are dependent upon individual goals and can include: CPM (cost-per-thousand), CPA (cost-per-conversion), CPC (cost-per-click), CPV (cost-per-view), and the list goes on.
Have you confirmed you’re looking at the most accurate media info or books across all media? It’s easy to forget that reported measurements and ratings may be outdated. If you are looking at ratings and audiences from last fall, they may not be the same as what you should expect this coming summer. Audience demographics may shift with time. That could mean that you aren’t reaching as much of your target audience as you thought you were, or that your attempt to reach consumers it isn’t as efficient as you thought it was within that specific network. Additionally, your attempt to reach those same consumers across multiple media may not achieve the desired effect… and your media choices may not be working together to build your brand or share your story efficiently across multiple channels.
With so many different metrics involved, media buying has evolved into its own niche in the industry over the years, and it has helped countless Houston businesses improve the way they advertise products and services.
Hiring a devoted media buyer in Houston could certainly help you achieve your marketing goals within your budget, but hiring an inside employee as your Houston media buyer may not work for your business pocketbook. Trying to develop a media buyer within the complex Houston market place may have an expensive learning curve as well. So where do you start? The easy answer is… call BRAND RANCH MEDIA for your media buying in Houston and the surrounding markets!
Let us take the doubt and insecurity out of your media planning and buying process. We know the industry and the Houston market, and use our inside knowledge and constantly updated data to make informed decisions on our client’s behalf. As Houston media buyers, our clients always reach the target audience they are looking for at the most cost-effective rate to help them achieve their goals. You don’t have to feel anxious about keeping payroll down or waste time pondering if your media buy could have been done more efficiently as your team develops. Partnering with Brand Ranch Media gets you instant access to top-notch Houston media buyers.
As Houston Media Buyers we use our buying power, solid negotiating skills, and established connections across broadcast TV, radio, cable, OTT, billboards, print, and all types of traditional media to negotiate the best value for our clients. We also consider your marketing goals and balance traditional media with top-performing digital marketing capabilities. Considering buying strategies like PPC or CPM for digital success can’t be overstated. Search ads and display ads often have some of the best ROIs to achieve specific client goals when they are planned, bought, and executed efficiently. As Houston media buyers, we can help you plan out the appropriate budget break down per media channel and develop a media mix to interact with your audience that gets you the best cost per point or impression to ensure your success. Our goal is to provide honest recommendations to maximize the overall effectiveness of all of your campaigns.
Some media have invitationals or upfront windows where high-value clients can book or reserve their time or space before the general public. It’s often possible to look at media needs for the year and come up with a negotiated rate for the combined media buy at a huge savings when compared to buying media one quarter or season at a time.
We know sometimes a “gut feel on a good deal” is enough to sway someone to dodge the pressure and stress of shopping, negotiation, and re-crunching the numbers… Don’t allow inefficiency in your media buying process to compromise your results in the competitive Houston market. If you are trying to ensure your marketing efforts tie together all aspects of your campaign… and you need the benefits of strong negotiations… our media strategy and savings will drive performance… all while giving you back time in your day. It’s time to let the Houston media buyers at Brand Ranch Media get you the efficient, goal-oriented media buy your company needs to grow and succeed. Call us at 713 309 6380 and let’s discuss how we can help get the most results from your marketing budget.