MEDIA PLANNING & MEDIA BUYING

Right place, right time, & right context

When Boylan Point Agency opened its doors back in 1997, the world of media planning and buying was drastically different. Media buying consisted only of print, radio, billboards, and television. Although these options are still useful and available now, the growth in technology has completely shifted how we advertise and market our brands. In 1997, there was no digital marketing or social media advertising. The internet back then is almost unrecognizable compared to today. 

In 2003, we began the web development side of our agency and quickly found the benefit of digital elements in creating a client’s media plan. A great advertisement is a good start, but it doesn’t automatically mean success. You have to know where to place it to get the best return for your business and budget. Our agency has years of experience and is skilled in performing effective media placements in both traditional and digital media. If you’re looking for where to start, contact us for a consultation. 

What is a Media Plan?

There are two critical steps in creating a successful media plan: media planning and media buying. Advertising is a competitive industry, and it is essential to develop a strategy that will beat out your competition.

Media planning involves all of the research that goes into selecting the optimal media combination for advertising. The goal is to find the right space, time, and context for potential customers to receive your ad. From there is the media buy, the act of buying space for ads. It involves strategy, negotiation, and the knowledge gained in the previous step to place ads. 

Both aspects work together to create an effective and memorable campaign. 

What is a Media Plan?

A media plan should begin with audience research that will support the targeted objectives. It is crucial to learn when and what media the target audience is consuming and what type of messaging will be effective. 

There are a wide array of options when it comes to targeting, including:

  • Demographics
  • Interests 
  • Geographic Location
  • Behavioral Targeting
  • Keywords
  • Lookalike Audiences
  • And more.

What is a Media Plan?

The media buy is to place your ads in front of ideal customers in the right place, time, and context. This could be through:

SEM Campaigns

  • Since people tend to research online before they make a purchase, a search engine marketing campaign is highly effective. Through this, you can reach relevant customers at the exact moment they are looking for you. 

 

SEO

  • Incorporating a web page position helps to get messaging in front of the ideal audience. How well your ads do is often correlated with how well the website performs. 

 

Social Media

  • Platforms like Facebook, Twitter, and Instagram are perfect examples of meeting customers where they already spend their time. Using these advertising channels, businesses can quickly and easily reach their target audience.

 

Digital Advertising

  • At Boylan Point Agency, we partner with Bay Area Digital Solutions to provide digital advertising that works. Utilizing behavioral and interest targeting in combination with native advertising, we’re able to reach customers before they even know what they’re looking for.

 

Television and Radio

  • Tradition advertising has a history of longevity and reach. With a well-thought-out strategy, tv and radio cultivate brand awareness and trust. 

 

Billboard

  • Our graphic design team has extensive experience creating compelling artwork that will capture the attention of viewers. Similar to more traditional methods of media placement, outdoor advertising can only target geography as opposed to the more detailed methods available.

 

Print 

  • From the graphic design production to media placement, our team can help you reach your target audience through a variety of print media opportunities.

What is a Media Plan?

At Boylan Point Agency, we want to help optimize your campaigns by increasing the conversion rate and decreasing the cost of the conversion. Through effective messaging, visually engaging, and strategic media planning, we can turn your leads into customers. Our marketing services are handled in-house, meaning our team works together to create ads that complement your business’ brand.

Sales representatives want to keep working with agencies that can help connect them to more clients. Often, the best ad placements come from those who work with an agency that has spent years fostering these relations. We will negotiate for you, finding the most strategic placements and best times for your budget. 

Our years of marketing have helped many local businesses reach their ideal customer base, and we look forward to helping you next.