So you want to get creative -- how do you find your niche?
Advertisers and media buying organizations have always faced the challenge of finding the right advertising opportunities and managing the process efficiently, from the search and discovery phase through the media buy. Advertisers also need tools and processes for capturing and preserving knowledge for future campaigns and clients -- not only for specific account teams, but for the entire company.
As media buyers begin to diversify their ad campaigns through new, emerging and creative channels and approaches, new tools and resources are needed to help with discovery and planning across a growing array of options.
Media planning solutions like SRDS have been the industry standby for decades and are trying to adapt to the new challenges of the fragmented media landscape by providing some online tools and resources.
And a new breed of media buying and planning software tools is gaining wider industry acceptance, including MediaVisor, Mediaplex and my firm, Balihoo.
Media buyers should take the same care in choosing a media buying and planning solution as they do when planning advertising campaigns for their clients. Just as media has evolved from a finite number of print and broadcast outlets to an amazing array of opportunities, the industry solutions have also evolved.
Keep in mind the following features and capabilities as you consider your options:
- A comprehensive searchable database of current and frequently updated advertising opportunities across all traditional and emerging channels such as print, online, out-of-home, broadcast and events
- Integrated campaign management and custom media database features
- Cross-medium RFI and RFP functionality, designed exclusively for the unique needs of media buyers
- Collaboration, community and social media tools for capturing and sharing media buying information within departments and across the organization
- Flexibility to integrate with existing media research tools and transaction applications
Take the time to evaluate a number of media planning solutions to find the best fit for your business. Then you'll have the tools you need to reach your target audience with a winning mix of mainstream and niche advertising across multiple channels.
Peter Gombert is CEO of Balihoo. Read full bio.