Media Buying 101: Important Terms to Understand

Successful, ROI-positive marketing campaigns don’t just have strong, relatable messages — they also need to be seen by the right people, at the right time, all at an affordable price. That’s where media buying comes into play.

Media buying is the practice of negotiating and purchasing ideal ad spaces, programs, or times for your marketing message. As you can probably guess, this can be a complicated process, which is why so many businesses trust media buying agencies to find the best possible placements and ad rates for them.

Even if you’re leaving the complex stuff to the experts, you can rest easier by brushing up on your knowledge of media buying terms. That’s why we’ve put together a crash course to help you speak to media buying agencies in their vernacular.

Scroll down to learn more.

Media Buying 101: Terms You Should Know

We’ve broken down our handy guide into three sections – general terms, television and radio buying terms, and digital media buying terms – so you’ll be well equipped no matter your preferred channel.

General Terms

Cost Per Thousand (CPM) – The price of serving 1,000 ad impressions.

Flight Dates – The exact start and end dates of a marketing campaign or promotion.

Frequency – This is the average number of times a household or person views a given program, station, or advertisement over the course of a set period (i.e., one month).

Impressions – The number of homes or individuals who see a specific advertisement or group of ads. In digital marketing, impressions refer to the total number of times an ad delivers online.

Media Buying – Media buying is the method individuals or marketing agencies apply after a media planner completes research and devises a campaign strategy. Media buyers use these insights and plan to find and negotiate the buying of ad space across the proposed media channels. This process can be automated or manual depending on preference, objectives, audience, budget, media channels, and technology.

Media Mix – This refers to the distribution of time and money allocated to your advertisements across multiple platforms, including TV, radio, print and digital.

Media Planning – This is the process of selecting the optimal mixture of media outlets for marketing a particular business, product, or service. Media planners use research to identify, analyze, and plan campaigns all while staying within a brand’s budget.

Net Reach – The number of individual people that a commercial or ad serves to at least one time.

Rotation – Rotation refers to the distribution of spots or ads across certain days and hours within the flight period.

TV and Radio Media Buying Terms

Audience Turnover – A radio station’s cumulative audience compared to the average quarter hour audience. Turnover equals cume persons divided by the Average Quarter Hour Audience. Generally, it is the number of times new listeners replace an audience within a daypart.

Avails – Avails refer to the availability of unsold units of time available for broadcasters and radio stations to sell to marketers.

Average Quarter-Hour Persons (AQH) – The average number of persons listening to a particular radio station for at least five continuous minutes for 15 minutes.

Average Quarter-Hour Rating – An approximation of Average Quarter-Hour Persons represented as a percentage of the measurement population.

Block Programming – A series of programs with a specific demographic appeal. Placing ads in this programming is perfect for advertising messages that all target the same audience.

Cable Activity Report – A report that Nielsen Media Research provides cable networks. It outlines information on average and cumulative household audience information by daypart.

Cost Per Point (CPP) – The price of reaching an Average Quarter-Hour Persons audience that is equal to roughly one percent of the people in a demographic group.

Cume – The number of individual persons who listen to a radio station during a daypart for at least five continuous minutes.

Daypart – Radio and television advertisements are divided up into time segments for scheduling purposes. These segments include primetime, daytime, late night, early morning, and total day.

End Rate – This is the actual rate that an advertiser pays for a set television commercial time after all of the negotiations and discounts.

Fixed Position – A broadcast or radio spot on a schedule to run at a precise time or to run within a specific program.

Pre-emption and Pre-emptible – This is a displacement practice replacing a scheduled broadcast or radio spot in favor of another spot, usually due to a higher price.

Run of Schedule or Run of Site (ROS) – In television or radio, ROS is scheduling to run across multiple dayparts and multiple days. Usually Monday-Friday, 6am-12Mid. In digital marketing, it refers to running on a website with no preference as to specific pages or times.

Spot Television – Spot television is all the commercial advertising time that is available for sale or purchase from a local TV station. These spots can be either local or national.

Digital Media Buying Terms

Ad network – These are companies that connect marketers with a multitude of websites that want to host their ads.

Banner ad – A banner ad, or a display ad, is an ad displayed on websites that gain revenue by placing ads within their content. The ad consists of a static image or animated visual in a box or rectangle (.jpg, .png, .gif, or HTML5).

Click Through Rate (CTR) – A term used in digital marketing that refers to the measure of success an advertisement had in getting a user to click back to the website.

Cost Per Click (CPC) – The cost a marketer pays for each user click on a particular ad. CPC mostly applies to paid search advertising or search engine marketing.

Media Made Easy with Bloom Ads

Many marketers fail with media buying and planning – and lose money – because they don’t have the right initial guidance. We want you and all our clients to be successful with your marketing ventures. Sharing what we know will only make your budget work better and prove our value.

We know this is a steep set of media buying terms to digest, but at its core, media buying is relatively simple. We hope our Media Buying 101 glossary serves as the guide you need to speak intelligently with your internal stakeholders, media buying agencies, and industry peers.

To learn more beyond Media Buying 101, including our media planning and media buying services, contact us on our website or give us a call at 818-703-0218 to speak with an expert directly.

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Las Vegas Performing Arts Center Case Study

Las Vegas Performing Arts Center Case Study

Objective

To increase ticket sales for an upcoming Broadway performance.

Target

Women 25-55, Las Vegas DMA

Campaign Products

  • Digital Display
  • Digital Display Retargeting

Results

Digital Display 30-days:

  • 1,974,256 impressions
  • 307 clicks
  • CTR: .02%
  • Cost per click: $17.71
  • Homepage conversions (View Throughs) – 2,159
  • Cost per homepage conversion: $2.52
  • Total Sales Conversions: 507
  • Cost per sales conversion: $10.72
  • Total revenues: $108,918.00
  • Sales revenue ratio: 20.33

Digital Display Retargeting 2-weeks:

  • 240,872 impressions
  • 154 clicks
  • CTR: .06%
  • Cost per click: $4.22
  • Homepage conversions (View Throughs) – 235
  • Cost per homepage conversion: $2.76
  • Total Sales Conversions: 247
  • Cost per sales conversion: $2.63
  • Total revenues: $52,742.50
  • Sales revenue ratio: 81.20

Panda Express Media Buying and Media Planning Case Study

Panda Express Media Buying and Media Planning Case Study

Our goal was to increase brand popularity/educate consumers in markets less familiar with fast casual Asian cuisine. Introduce brand in new and emerging markets. Create national awareness in 27 DMAs.

How did we do it?

Surround sound strategy targeting diverse audience using TV; short form and traffic radio; OOH; welcome packets; online (display & video); yellow pages, magazine and sports sponsorships & endorsements. Incorporated enter-to-win sweepstakes – Trip to China

Added Value:

Fully executed multi market enter-to-win contest. Bonus TV schedules—including live on-air chef experience; radio spots and traffic sponsorships, sponsored helicopter traffic reports, feet on the street flyer distribution at station events, huge concert ticket give-a-ways (i.e., Shakira); VIP sporting events.

Where did we take them?

Increased brand favorability, over one hundred thousand contest entries (created data base from opt-in sign-ups); generated nationwide P/R buzz for Panda Restaurant Group. During our tenure, this client grew from 400 locations to over 850 in less than 5 years.

Miracle Mint Media Buying and Media Planning Case Study

Miracle Mint Media Buying and Media Planning Case Study

Our Media Agency has been working with Miracle Mint since 2010. Our MEDIA GOALS were to
launch brand new product into market and drive sales in-store and on-line.

They originally started with a $25K test campaign but had a host of reservations:

  • TV is too expensive
  • Difficult to measure
  • Hard to execute

We overcame all objections!

How did we do it?

Track

  • Tracked pixels on TV ads
  • Developed data repository
  • Tracked ad components (creative, spot length, network, day part, etc)

Correlate

  • Determined relationship between ad airings and website activity & store sales
  • Optimized schedules

Attribute

  • Comprehended response rates and impact of specific advertising units

Zespri Kiwi Fruit

CHALLENGE: Raise awareness of health benefits of product in US & Canada while increasing social engagement

KPI: Increase retail favorability, social interaction and awareness

Approach:

·         Audience Targeted Facebook Ads

·         Creation of #zespriforlifeto increase Twitter followers

·         Audience and Content targeted Programmatic Display Ads

·         Local Broadcast TV

Results:

·         Zespri brand awareness grew between 2% and 7%

·         33% lift in brand recall (with inclusion of Television)

·         64% increase in social interaction

99 Cents Only Stores LLC

99 Cents Only Stores LLC

About 99 Cents Only Stores

  • 99 Cents Only Stores is a premier deep-discount retailer offering consumers extreme value. Primarily carrying name-brand consumable, specialty items, and general merchandise catering to local areas.
99 Cents Only Stores trademarked logo

Goals

  • Increase foot traffic by 5% across all SD locations while branding the 99 Cents Only Stores new creative messaging “Do The 99”.
  • Work with marketing team to monitor and report on store transactions WOW
  • Increase social engagement.

Approach

  • Created an in depth profile for EACH store to determine demo and behavior/lifestyle characteristics within each community.  Our comprehensive media plan was designed to increase transactions in and around local stores.
    • “Surround sound” media tactics (radio, broadcast TV, zoned cable TV, digital)
    • Specific tactics, stations, dayparts, etc. were chosen to reach audience efficiently and effectively.
    • Utilized station personality endorsements to create a sense of “community” and familiarity with the 99 Brand
    • Used “find location” call to action to drive and measure customer navigations to store or location page of website
    • Continually monitor weekly transactions to optimize media mix to aid underperforming stores

Results

  • Social total engagement was 5,165 (comments, shares, likes etc.)
  • FB Likes increased by 29% in first 4 weeks
  • In-Store transactions increased by 3% within first 4 weeks of flight.

Ruckus Wireless

With years of experience running brand awareness and lead generation campaigns for technology brands, we can help you take your brand to the next level. When you run a multi-layered custom campaign with Bloom Ads, we’ll create a customized plan that will target all phases of the marketing funnel, increase your exposure and reach more potential customers. See for yourself, by checking out some of our technology advertising case studies below:

Ruckus Networks trademarked logo

Challenge: Create a recognizable brand among tech influencers and decision makers within the mid-sized enterprise space on a global scale

KPI:  Brand Awareness & Lead Generation

How?

•       Multi-layered custom digital campaign encompassing all phases of the funnel

•       Social platforms to create conversations & sharing

•       Direct to site video play targeting IT decision makers

•       Paid Search – Competitive, Brand & Enterprise

•       Asset Based Lead- Gen campaigns

Results:

44% INCREASE IN BRANDED SEARCHES

87% OF SERACH TRAFFIC IS MADE UP OF NEW USERS

16.4% YOY REVENUE INCREASE

Rockus networks ad for 802.11AC wireless network showing man staring in amazement at tablet with smoke coming out of screen
Rockus networks 802.11 wave 2 ad showing man with shocked looked on face

Titan Insurance Media Strategy Test Case Study

With years of experience running brand awareness and lead generation campaigns for insurance brands, we can help you take your brand to the next level. When you run a multi-layered custom campaign with Bloom Ads, we’ll create a customized plan that will target all phases of the marketing funnel, increase your exposure and reach more potential customers. See for yourself, by checking out some of our insurance advertising case studies below:

Titan Insurance Media Strategy Test Case Study

Situation

Titan Insurance is a brick & mortar and online retail store with multiple locations in 15 DMAs. Titan sells company branded products and services along with nationally recognized brands. They are a multi-channel insurance provider.

The business was being challenged by deep penetration in the industry along with the proliferation of ecommerce in the insurance space. Over 90% of their customers’ research and price shop online before making their final decision.

Our goal was to increase call volume while lowering the cost per call using call tracking and attribution reporting to measure performance. Bloom works with Titan as an extension of their marketing team in order to strategically place media at key time periods to ensure Titan is kept top of mind throughout the year.

Action

Optimize media mix in order to increase new customers – decrease cost per call (CPC), target additional demographics, improve brand favorability, maintain customer retention rate and increase online acquisitions.

TV: Spot TV, Spot Cable, Remnant, Direct Response, Sponsorships & Taggables

RADIO: Using a variety of out-of-the box formats, Bloom used radio to reach Secondary and Tertiary demos & drive call to action

DIGITAL: Introducing our local first strategy Bloom helped geo target Titan’s digital efforts

PRINT: Local and regional print publications

The Finish Line

BLOOM’s recommendation to optimize the media mix surpassed CPC goal by 21%. New business leads increased over 40% YOY. Brand favorability increased in existing and emerging markets.

St. Joseph Health Open Enrollment Case Study 2014

With years of experience running brand awareness and lead generation campaigns for insurance brands, we can help you take your brand to the next level. When you run a multi-layered custom campaign with Bloom Ads, we’ll create a customized plan that will target all phases of the marketing funnel, increase your exposure and reach more potential customers. See for yourself, by checking out some of our healthcare advertising case studies below:

St. Joseph Health Open Enrollment Cast Study 2014

The goal of this campaign is new patient acquisition and broad brand awareness during the Open Enrollment period, Sept – December 2014 in California and Texas. Target demo Women 35-54, HHI >$75K, one or more children in home.

St. Joseph Health Logo

How?

Utilizing a blend of TV, radio, OOH, cinema, print and digital elements, our team executed a geo-targeted, multi-integrated, multi-message, media campaign to encourage consumers to “Choose More” in California, while in Texas our geo-targeted message is “Keep Your Family Riding High.”

Results?

Results YTD (Ongoing) – This campaign has dramatically increased online traffic and overall brand awareness. Within the first seven weeks we have 20,009 (94%) new users to the newly created OC St. Joseph Hoag Health.org/Open-Enrollment landing page. To date, this campaign has delivered 15,137,433 digital impressions with an average click through of .30%, which is considerably higher than national average of .09-.10%. Total website conversions, made up of clicks and view-throughs, is currently at 1,253. The average CPA is $72.15. Video delivery is 7,404 completed views. By mixing high impact traditional media with highly targeted digital elements, this campaign continues create awareness of the St. Joseph Health brand, while driving new patients to each Hospital in Southern California, Northern California and Texas.

Added Value: $210,000 in additional exposure.

2 Examples of bus ads for Covenant Health, example of mall banner ad, and a St Joseph Health digital ad

St. Joseph Hoag Health Angels Sports Sponsorship Case Study

With years of experience running brand awareness and lead generation campaigns for insurance brands, we can help you take your brand to the next level. When you run a multi-layered custom campaign with Bloom Ads, we’ll create a customized plan that will target all phases of the marketing funnel, increase your exposure and reach more potential customers. See for yourself, by checking out some of our healthcare advertising case studies below:

St. Joseph Hoag Health Angels Sports Sponsorship Case Study

The goal of this multi-year partnership was to create a multi-level, integrated sports sponsorship program whereby we could leverage the brand equity and the FAN power of Los Angeles Angels of Anaheim baseball franchise. Every year, during the regular season, Bloom executes a sponsorship that reaches over 3 million fans both in stadium and in Orange County.

St. Joseph Hoag Health logo

How?

Bloom negotiated a 3 year exclusive category deal that included the following elements: Angel Vision Perm Runner, Home Plate Rotational signage, Premium Promotional item and supporting media exposure, print, radio, Ticketing, Hospitality Night, category exclusivity, special game opportunities, player appearances, additional playoff signage.

Results?

Results Ongoing – This partnership has dramatically increased brand favorability and awareness in Orange County for the SJHH brand. It also has provided numerous opportunities for hospital event activation, employee and team building, and community goodwill.

Added Value: During the last two seasons, Bloom has negotiated over $700,000 in additional exposure.

Los Angeles Angel of Anaheim player being interview at Cancer survivor day wearing a St Joseph Health promotional hat
MLB Angel stadium Jumbotron and scoreboard ads for Pepsi and Pechanga Resort Casino

Bloom Ads Global Media Group | 818.703.0218 | info@bloomads.com
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