The work of a media planning and buying agency
At MEERKATworks we have 20 years’ experience of media planning and buying right across the traditional and digital media landscape. We are agile and fleet of foot, which has enabled us to move with the advertising times and keep ahead of the multitude of technological, social and cultural changes.
What is media planning and buying in advertising?
Media planning and buying is the process of identifying, selecting, negotiating and purchasing the right ‘advertising space’, at the right price, to reach a precise audience.
Media planning and buying involves understanding a brief; defining campaign goals and budgets; understanding the audience and the media landscape; identifying and negotiating media options to best meet the brief; buying / placing the campaign in the selected media channels and formats; managing, monitoring and optimising the campaign; and reporting back on the results of the campaign.
The world of media planning and buying is where the MEERKATs thrive. In short, “We know our media onions”- Heidi Carroll, founder of MEERKATworks.
It all starts with a detailed brief with precise targeting of the audience, clear KPIs, geography and timing of a campaign. We work by combining our sensitive MEERKAT eyes and noses, with data-driven planning systems, the ability to tap into long-established relationships across the media industry, and the often-overlooked insight of the client. Employing all these elements, the MEERKATworks team plans and negotiates a complete and bespoke media strategy.
Depending on the brief, the response could include:
- Programmatic (Display, YouTube and PreRoll video)
- Audio, (Digital Audio, Traditional Radio, Podcast advertising or Podcast sponsorship
- TV advertising (Linear TV, VoD, Streaming or CTV)
- Out of Home Advertising (covering everything from billboards at train stations to wrapped taxis)
- Print (National and regional press and magazine titles)
Why do independent media agencies offer better media plans?
MEERKATworks is an independent media agency with almost 20 years’ expertise in planning and buying advertising campaigns across all media. Here’s why we offer a better media planning and buying service:
- We are a proudly independent media agency. The MEERKATs have no commercial axe to grind and no tied relationships with media owners. We work with complete integrity and objectivity, and we always put forward unbiased options and the very best solutions for our clients.
- With decades of planning and trading experience, the team at MEERKATworks has built up an extensive network of contacts in the media industry. We are able to tap into this valuable network for the benefit of our clients.
- We use our 360° vision to thoroughly examine and understand the length and breadth of the media landscape from Print to Digital, Audio to TV, Out of Home to Streaming
- Our long-term experience in the industry means that we know and understand the true value of what we are buying. This ensures that we present bespoke media plans in which we, and our clients, can have 100% confidence.
- We’re ‘nicely nosey’. Our expertise, curiosity and attention to detail mean that we ask the media owners and our suppliers all the necessary questions. We push back, query and probe until we are fully ‘under the hood’ of every media plan.
- We are always on the look-out for our clients, continually scanning and evaluating media options and opportunities as part of our due diligence practice.
- We’re stand-up experts who really care about our clients and the quality services we offer. We watch out for our clients’ needs and have their backs throughout the media planning and buying process.
Best practices for media planning and buying
The best media planning and buying requires not only skill and attention to detail, but complete objectivity. It also necessitates an in-depth understanding of the media landscape as well as the ability and flexibility to deal with the plethora of available data.
The brief and choosing the right media channels for a campaign
On receiving the brief, we drill down on the exact campaign goals, timings and target audience, as well as clarifying any initial queries. We ‘dig deep’ to examine the budget, timings, geo-targeting and audience, and combine this with our extensive media knowledge and data analysis, to pinpoint media solutions which will maximise campaign impact.
How to negotiate media buying rates effectively
We work closely with our suppliers and the media owners to develop a bespoke ‘shopping list’ of available media options at the best possible prices. We have a reputation of punching well above our weight and are known to negotiate highly competitive rates across all media formats for our clients.
Expert media planning and media buying
Our next step is to thoroughly examine items on the list to determine the very best strategic media options which meet the campaign objectives and fit within the available budget. Once we have presented our recommendations, and addressed any client queries, we then turn to the vital task of precisely securing and buying the agreed media options with the relevant media owners.
Smooth campaign management
The attentiveness of the MEERKATworks team doesn’t end there. In true sentinel style, we keep watch, monitor and manage any potential issues that may arise while the campaign is live. We utilise our relationships within the media industry to ensure campaigns run smoothly. We will always stand up and fight for our clients, for example to secure compensation should the activity encounter any issues, from crisis management to under delivery.
Measuring the effectiveness of media buying
Wherever possible the MEERKAT team will create a ‘post-campaign analysis’ so our clients fully understand what has been delivered and the effectiveness of our media planning and buying service. This PCA can include analytics, geo break down, CTRs, in situ creative, over delivery and campaign performance.
Media planning and buying in a MEERKAT nutshell
There are any number of ‘sausage factory’ media buying agencies and media planning companies who will churn out mass-produced media plans. But who wants to be presented with a media plan that hasn’t been carefully designed to fulfil the exact needs of the individual client or the specific brief?
At MEERKATworks we believe in the value of independent objectivity, in-depth media knowledge and expertise, strong relationships with media owners, and our bespoke and impactful media planning and buying service.
Like to know more?
MEERKATworks is an independent media planning and buying agency with burrows in Edinburgh and Brighton, founded in 2005. We are award-winning experts at planning, buying and creating advertising campaigns for businesses, large and small. We excel across many sectors including Food and Drink, Education, Events, Charity and Travel and our media plans are always bespoke and carefully designed to fulfil your unique goals.
The MEERKAT team’s in-depth knowledge and expertise extends throughout the media landscape, from Digital and Programmatic to OOH (Out-of-Home), TV, Radio and Print.
As a proudly independent media agency, we relish roaming free in the wild and getting stuck into briefs of all shapes and sizes. So, why not call the MEERKATs on 01273 760 100 or drop us a line? We’re friendly and don’t bite… unless you’re a scorpion!