Advertising is full of media buying terms\u00a0that only industry insiders fully understand. However,\u00a0as\u00a0businesses,\u00a0nonprofits\u00a0and other organizations\u00a0vie\u00a0for\u00a0attention, some newer media buying terms\u00a0have entered the advertising\u00a0lexicon.\u00a0<\/p>\n
Media buying terms like ratings, readership,\u00a0circulation\u00a0and demographics have been around for generations. However, technology and innovation have introduced new\u00a0terminology like\u00a0UTM (Urchin Tracking Module), which\u00a0is a\u00a0parameter added to URLs to help brands track campaigns that\u00a0drive online traffic to websites.\u00a0<\/p>\n
Priority\u00a0Marketing\u2019s\u00a0Media Buying Team<\/a>\u00a0includes experienced advertising professionals who\u00a0research, negotiate,\u00a0plan\u00a0and place advertising\u00a0across all mediums. This includes television, newspapers, magazines, radio,\u00a0online\u00a0and social media. They also\u00a0handle\u00a0outdoor\u00a0advertising, which includes\u00a0billboards, buses,\u00a0benches\u00a0and more.\u00a0No matter where brands advertise, Priority Marketing always focuses on the return on investment \u2013 ROI.\u00a0<\/p>\n READ MORE:\u00a0How media buyers help businesses maximize the advertising budget<\/a>\u00a0<\/p>\n What is media buying<\/p>\n Paid advertising is a powerful catalyst that allows organizations to achieve maximum exposure.\u00a0The best advertising campaigns are not necessarily the ones with the biggest\u00a0spends.\u00a0Rather,\u00a0it\u2019s\u00a0about being strategic.\u00a0Amazon Ads<\/a>\u00a0notes that\u00a0vital\u00a0component\u00a0in\u00a0its\u00a0definition of media buying:\u00a0<\/p>\n \u201cMedia buying is\u00a0an important step\u00a0in the advertising process. It involves securing ideal locations,\u00a0placements\u00a0and times to run ads to maximize their effectiveness with specific audiences. The goal is to\u00a0purchase\u00a0placements on channels that are most relevant to a brand\u2019s audience at a time when the largest\u00a0portion\u00a0of the audience may see the ad, to achieve the lowest cost per action.\u201d\u00a0<\/p>\n Media buying terms to know\u00a0<\/p>\n Professionals working outside of advertising do not need to know all media buying terms. However, knowing some key terms \u2013 much like knowing a few words in a foreign language when traveling\u00a0to different countries\u00a0\u2013 is increasingly valuable.\u00a0<\/p>\n Advertising professionals use hundreds of terms during their daily conversations. Below are a few\u00a0lesser-known\u00a0media buying terms that apply to all industries:\u00a0<\/p>\n (1)\u00a0Added-Value:\u00a0Benefits or services offered to the customer or advertiser as a bonus. This is\u00a0often\u00a0provided\u00a0at no\u00a0additional\u00a0cost,\u00a0making\u00a0a deal more attractive.\u00a0<\/p>\n (2)\u00a0Audience: The group of people who\u00a0consume\u00a0a media product\u00a0by\u00a0watching,\u00a0reading\u00a0or listening.\u00a0<\/p>\n (3)\u00a0DMA (Designated Market Area): A geographic area used to define television and radio markets.\u00a0<\/p>\n (4)\u00a0Frequency: The\u00a0total number of times an individual\u00a0is exposed to\u00a0a specific advertisement within a\u00a0given\u00a0timeframe.\u00a0<\/p>\n (5)\u00a0Lead Generation:\u00a0The process of attracting potential customers and converting them into leads.\u00a0<\/p>\n (6)\u00a0Makegood:\u00a0A free or equivalent-value ad placement offered as compensation for an error or missed placement.\u00a0<\/p>\n (7)\u00a0Sponsored Content:\u00a0Advertiser-paid content that integrates seamlessly with\u00a0other editorial and media\u00a0materials while promoting a brand,\u00a0product\u00a0or service.\u00a0<\/p>\n The term \u201cmedia\u201d references all platforms, but each division within media has\u00a0distinct\u00a0media buying terms. Below is a breakdown of terms that need to be in your vocabulary\u00a0to sound smarter during watercooler conversations as well as\u00a0business meetings.\u00a0<\/p>\n Print media\u00a0<\/p>\n (8)\u00a0Advertorial: An advertisement designed to look like\u00a0an editorial or news article.\u00a0Advertorials typically note that they are\u00a0paid\u00a0opportunities.\u00a0<\/p>\n (9)\u00a0Insert: An\u00a0additional\u00a0printed\u00a0material\u00a0inserted\u00a0inside a magazine,\u00a0newspaper\u00a0or other publication for promotional\u00a0use.\u00a0<\/p>\n (10)\u00a0Niche Media: Media outlets focused on specific topics,\u00a0interests\u00a0or demographics\u00a0created for specialized audiences.\u00a0Examples include architecture,\u00a0cuisine\u00a0and interior design.\u00a0<\/p>\n Television media\u00a0<\/p>\n (11)\u00a0Avails (Availability):\u00a0Commercial airtime available for purchase from broadcast media.\u00a0<\/p>\n (12)\u00a0Broadcast Calendar:\u00a0An industry-standard broadcast advertising calendar that organizes four to five-week\u00a0rating\u00a0periods\u00a0(called\u00a0sweeps)\u00a0and non-rating\u00a0periods\u00a0used to plan,\u00a0buy\u00a0and sell television and radio ads.\u00a0<\/p>\n (13)\u00a0Over-the-Top (OTT):\u00a0Internet-delivered media content that bypasses traditional TV or cable platforms. Examples include\u00a0Netflix\u00a0and\u00a0YouTube.\u00a0<\/p>\n Radio media\u00a0<\/p>\n (14)\u00a0Jingle:\u00a0A short, memorable song or melody featured in advertisements to promote a brand.\u00a0<\/p>\n (15)\u00a0Podcast:\u00a0A digital audio or video series, available for download or streaming, that is centered on a specific theme or topic.\u00a0<\/p>\n (16)\u00a0Radio Remote: A live broadcast from a location outside the radio\u00a0station,\u00a0often used for local outreach or events.\u00a0Businesses\u00a0often use radio remotes to promote grand openings and special sales.\u00a0<\/p>\n Online\/Digital\u00a0media\u00a0<\/p>\n (17)\u00a0Banner Ad: A form of online advertising,\u00a0usually in the form\u00a0of graphics\u00a0or animation shown on websites.\u00a0<\/p>\n (18)\u00a0Click-Through Rate (CTR):\u00a0A key digital marketing metric that\u00a0represents\u00a0the percentage of viewers who click on an ad or link after viewing.\u00a0<\/p>\n (19)\u00a0CPM (Cost Per Thousand Impressions): A\u00a0metric\u00a0representing\u00a0the cost of 1,000 ad impressions. This is\u00a0frequently\u00a0used in online advertising pricing models.\u00a0<\/p>\n (20)\u00a0PPC (Pay Per Click): A\u00a0digital ad model where advertisers pay each time a user clicks on their ad.\u00a0It\u2019s\u00a0often used in search engine marketing,\u00a0like Google Ads.\u00a0<\/p>\n (21)\u00a0Impressions: The total number of times an ad, post\u00a0or media content is displayed,\u00a0whether it was clicked or not.\u00a0<\/p>\n (22)\u00a0Keyword:\u00a0A significant word or phrase used in digital content used to help improve SEO or categorize content.\u00a0<\/p>\n Social media\u00a0<\/p>\n (23)\u00a0Algorithm: A set of rules or procedures that\u00a0computers\u00a0follow\u00a0to perform\u00a0tasks that\u00a0determine\u00a0content\u00a0visibility on social media and search engines.\u00a0Video, for instance, ranks high in social media algorithms, so\u00a0marketing\u00a0experts\u00a0recommend more videos on certain platforms.\u00a0<\/p>\n (24)\u00a0Clickbait: Content designed to attract clicks by using exaggerated or deceptive headlines and images.\u00a0<\/p>\n (25)\u00a0Engagement Rate: A metric used to measure the level of interaction (likes, shares, comments, etc.)\u00a0on\u00a0a piece of content, relative to its audience size.\u00a0<\/p>\n Priority Marketing\u2019s\u00a0media buying\u00a0services\u00a0<\/p>\n Priority Marketing\u2019s media buying team plans\u00a0annual budgets,\u00a0researches\u00a0media opportunities for target markets,\u00a0negotiates\u00a0and places\u00a0media\u00a0buys,\u00a0coordinates media sponsorships, manages media deadlines, reconciles invoices,\u00a0audits\u00a0media\u00a0and\u00a0maintains\u00a0media records.\u00a0<\/p>\n The firm offers media buying services to clients across a broad spectrum of industries, including hospitality and tourism, retail, health care, senior living, construction, legal, finance and banking, government,\u00a0education, aviation, recreation,\u00a0entertainment, technology,\u00a0retail, manufacturing,\u00a0commerce\u00a0and\u00a0more.\u00a0Additionally, the firm partners with dozens of\u00a0nonprofit and\u00a0not-for-profit\u00a0organizations.\u00a0<\/p>\n Media buying is one of nine core professional services that Priority Marketing offers, along with public relations, brand development, web services, social media, creative services, video production, digital\u00a0marketing\u00a0and event planning.\u00a0<\/p>\n LEARN\u00a0MORE:\u00a0Media Buying Services<\/a>\u00a0<\/p>\n Connect with Priority Marketing\u00a0<\/p>\n Do you need\u00a0a media buying professional to help maximize your advertising budget?\u00a0Please\u00a0give us a call today\u00a0at\u00a0239-267-2638 or send an email to\u00a0LetsTalk@PriorityMarketing.com<\/a>.\u00a0<\/p>\n