Media Buying vs. Media Planning: Understanding Key Differences

There are various marketing methods for a business in the digital era, including marketing campaigns. To achieve optimal results, you need to implement several strategies, such as media buying and media planning.

As these two strategies have similar names, many people still think they are the same. The truth is, there are some key differences between media buying and media planning.

To get a better understanding of the differences between media buying and media planning, read this article through to the end.

What Is Media Planning?

Media planning is the process of planning strategies for marketing that focus on the brand, advertisement distribution tactics, and the targeted audience to achieve the desired results.

A person who performs media planning must be able to evaluate the effectiveness of the promotional process. They also need to combine and adjust the brand's message to fit the promotional format on the appropriate platform to reach the target accurately.

Media planning helps you figure out the best way to reach your target audience with your ads. So, media planning isn't about selling the business. It's about planning the most effective marketing tactics.

What Is Media Buying?

Media buying is when the media buyer actually buys the ad space on platforms that the media planner has already chosen.

To perform media buying, you need clear goals, preferences, a target audience, and appropriate funds. Essentially, media buying focuses on executing the plan created by media planning.

In addition to implementing the planned concepts, media buying also involves evaluating the effectiveness of the ads and the existing plan. The media buyer also acts as a bridge between the business and clients when it comes to implementing the promotional plan.

Media Planning vs. Media Buying

As previously explained, media buying and media planning have different processes. Media planning focuses on planning, while media buying focuses on execution.

Here are media planning and buying examples in a new product launch. First, the media planning team identifies the target audience, selects appropriate channels, and allocates the budget for launching a project. 

Once the media plan is established, the media buying team takes over by negotiating and purchasing ad space. They also set up and manage all social media channels to ensure the campaign is effectively executed and reaches the intended audience.

As mentioned above, a media planner's main tasks are to research the target audience, develop media strategies, choose media channels, and decide how much budget to allocate to the plan. Thus, the goal is a comprehensive media plan that outlines the most effective approach to the target audience.

On the other hand, a media buyer's main tasks include negotiating, getting ad space, managing campaigns, keeping up with the media, and making sure ads are placed correctly. 

So, the goal is to strategically get the message to the target audience across various media channels.

To understand more differences between media planning and media buying, read the following points: 

Media Planning

• Identifying the Target Audience: In media planning, it is important to identify the target audience that needs the product or service through market segmentation.
• Market Research: Media planners need to conduct research to understand the market, the competition, and what consumers want so they can choose the right channels to deliver the message.
• Channel Selection: Media planners will evaluate various channels, such as radio, digital platforms, print media, television, or social media, to determine the most appropriate and aligned channel with the campaign goals.
• Budget Allocation: As well as planning your promotions, you'll also need to think about your campaign budget to make sure you get the best possible impact and reach.

Media Buying

• Negotiation and Procurement of Ad Space: The media buying process includes negotiating prices, deciding where ads should be placed, and making other deals with media vendors.
• Ad Placement: After negotiating, media buyers ensure that ads are strategically placed on the selected channels.
• Ad Trafficking: This involves coordinating with the creative team to provide the necessary ad materials.
• Cost Management: Media buyers must also manage the allocated budget, ensuring that resources are used wisely across various media channels to achieve the desired results.

Although there are differences between media buying and media planning, both must be executed together. In other words, you need to do both in a campaign to achieve satisfactory results.

However, if you don't have the time and resources to execute these marketing strategies, you can consider collaborating with Digital Media Buying Service by cmlabs.

You can plan impactful Backlink and PR/Branding strategies for your business. Consult your needs for free by contacting our marketing team!