4 Best Practices for Media Buying

The best way for your advertisements to generate a significant return on investment is to ensure that people actively see them. However, it’s not good enough to enjoy a high viewership; the right people must see them at the right time to nudge them further down the funnel and increase their chances of converting. Although this may sound complicated, it’s doable with media buying.


Media buying is the process of buying media space and time for displaying your advertisements to your target audience. It includes showing a commercial on television, a digital billboard, or promoting your business through a newspaper ad. The objective is to determine and buy ad space on platforms that are most relevant to your target audience and displaying them at the most optimal time while spending the least amount of money possible.


Here are four tips to keep in mind to achieve the best results through media buying:

  • Know Your Target Audience


Like everything else involved in advertising, your efforts will work only if you know who your target audience is and tailor your ads to them accordingly. Having a vague idea of your target market won’t be sufficient, as you need to define them properly to maximise your chances of success. After all, you want to make sure that you reach an audience that is likely to be interested in what you have to offer, as it will improve their chances of buying from you.


Create a well-defined persona of your ideal audience members using information like age, occupation, geographic location, and lifestyle. You can also work with a remote digital agency to narrow this and identify the ideal time and place to advertise your business to these people, ensuring you grab their attention.

  • Determine Your Budget


Setting parameters for your budget is crucial to media buying, as you want to gain as much as you can while spending as little as possible. That doesn’t mean you have to be stingy about what you invest in; it just means knowing the worth of what you get into before diving right into it. Avoid relying on a vague estimate for your budget; a concrete number will help you stay on target and avoid overspending.


You will also want to compare media outlets to ensure you get the most value for your money. The one that offers the lowest price may not necessarily provide you with the most ROI, so be sure to analyse each outlet thoroughly. That way, you can determine the one that can give you the best exposure at a price within your budget.

  • Identify the Most Optimal Space for Your Ads


Simply putting your ad out there isn’t enough to catch the attention of your target audience. You have to make sure you put your ads at the places they’re most likely to be in and at the desired times. For instance, digital ads are most captivating when they’re positioned above the fold. It’s essential to note that advertisements in areas that experience high foot traffic will cost much more. Still, it will ultimately be a worthy investment since you’ll enjoy higher conversion rates.

  • Make Your Ads Attractive 


Ads must be visually arresting to make sure they hold your target audience’s attention long enough to pique their interest. In this scenario, it will be best to consult a digital marketing and advertising agency, which knows the best ways to present your message creatively and appealingly. Apart from designing the ad, they can also develop clever copy that delivers your business’s unique value proposition in a few words or a sentence or two, making it memorable enough to stay in your audience’s minds. It’s also crucial to make all your digital ads mobile-friendly since most people are on the go and use their smartphones to browse.




Media buying is a great way to expand your brand recognition and attract more customers to your online doorstep, but you’ll need to know the best ways to go about it. By following these four best practices, you’ll enjoy increased organic traffic and more revenue by putting up well-designed ads.


Routes 4 Media is a full-funnel cloud digital agency that uses unparalleled creative, targeted media buying and data to drive customer acquisition and generate successful results for ambitious companies. Our expertise includes design and development, content creation, content marketing, paid advertising, SEO, and many more. Book your free discovery call with us today!

Leave a Reply