When was the last time you caught yourself singing an ad? Maybe it was a fast-food tagline like McDonald’s “I’m lovin’ it,” or a local business jingle such as “Cornetts, as fresh as it gets,” which lives rent free in our heads. That’s the power of branding – and when combined with a smart media buying strategy, it can work wonders for your business.
So, what is media buying?
Essentially its buying an audience that someone else owns, that might be television, radio, print, digital or social channels etc.
This process is all about placing your ads in the right place, at the right time, for the right audience. Sounds simple right? However, there’s a few things we consider for a strong media buying strategy:
- Audience demographics
- Prime listening or viewing times
- Location
- Frequency
- Duration
Let’s break down these considerations so you can understand where we’re coming from.
Audience Demographics
Who are you talking to?
We start by understanding your audience – their age, gender, interests, behaviours, and buying habits. Knowing who you’re speaking to ensures your ad doesn’t just get seen – it gets remembered. A message to everyone is a message to no one, which is why audience targeting is our first (and favourite) step.
⏰ Prime Listening or Viewing Times
When are they tuning in?
There’s a big difference between airing your ad during peak breakfast radio vs. a 3am graveyard shift. We choose time slots when your audience is most engaged – like drive-time radio, prime-time TV, or even that golden moment just before the weekend rush. Timing isn’t just everything – it’s THE thing.
Location
Where are they based?
Whether you’re a local legend or looking to go national, we make sure your ad reaches the right geographic zone. From metro hubs to rural heartlands, geo-targeting helps us focus your spend where it matters most – close to home or far and wide.
Frequency
How often do they hear or see you?
One ad is rarely enough. We plan the number of times your audience needs to hear or see your ad before it clicks. It’s all about striking that balance – not so much that it becomes white noise, but just enough that it becomes unforgettable. After all, repetition builds recognition…
Duration
How long should the campaign run?
We don’t believe in setting and forgetting. The length of your campaign can make or break its impact – too short, and you might miss your mark. Too long without refresh, and the message may lose momentum. We tailor campaign duration based on your goals, budget, and seasonality, keeping your brand front and centre (and top of mind).
But perfect placement is only half the story; now our creative thinking comes into play to craft campaigns that don’t just make noise – they stick! From catchy jingles to clever copy, our team loves to transform your message and squeeze it into a powerful ad and we still love the unskippable media of TV and radio. Put this together with a high frequency campaign, and you’ll be music to your customers ears (or eyes) because…
Repetition builds recognition.
Recognition builds trust.
And trust? That builds business.
ADhesive are here to help you with your media buying strategy, your creative, or both! Get in touch if you fancy a chat.
