Optimizing Media Buying Amid Rapid Change

The explosion of new data sources and platforms for where and how to spend precious marketing dollars can seem overwhelming for media buyers and their clients. As one media buyer stated in a recent Reddit post: “One of my biggest frustrations is the lack of control – [with] so many variables [it] sometimes feels impossible to manage as a media buyer.” Media buyers and their clients need to make the most effective choices on business partners and approaches to business intelligence, platform distribution, and technology.

This course will guide you through the three major phases of the media buying process, from research and strategic planning to executing media buys to reporting and post-campaign analysis. It will address key concepts such as audience segmentation, funnel strategy, buying models, budget allocation, and vendor negotiation.

Participants will engage in focused activities and gather an understanding of real-world case studies that reinforce key concepts. The media buying environment is extraordinarily complex, with ever-increasing demands made on media buyers as well as their clients. This course will help participants differentiate themselves and their teams in the marketplace, armed with new insights about this rapidly shifting media environment and the building blocks for successful media campaigns.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

This course is best suited for relatively junior staff in the media buying and planning space such as:

• Assistant Media Planners
• Media Planning Coordinators
• Junior Media Buyers
• Assistant Media Buyers

Learning Objectives

1. Explain key fundamentals of the media buying marketplace and apply this knowledge to serve as a stronger resource for your team
2. Describe the role of audience segmentation, media mix modeling, and in-flight optimization in improving campaign performance
3. Structure and manage the media buying workflow across planning, execution, and post-campaign analysis

Find out what you will learn from instructor Howard Homonoff in the video below.

Estimated Length of Completion

Approximately 60 minutes. This timing reflects the basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here