{"id":4480,"date":"2021-08-25T09:00:00","date_gmt":"2021-08-25T07:00:00","guid":{"rendered":"https:\/\/www.sortlist.co.uk\/blog\/?p=4480"},"modified":"2025-04-01T11:15:20","modified_gmt":"2025-04-01T09:15:20","slug":"media-buying","status":"publish","type":"post","link":"https:\/\/www.sortlist.co.uk\/blog\/media-buying\/","title":{"rendered":"How Does Media Buying Work? Complete Guide"},"content":{"rendered":"\n

For a company to be visible, it must broadcast its messages on the right communication channels<\/a>. This is where media buying<\/strong> and media planning<\/strong> come into play. Indeed, what is the use of creating advertising if nobody sees or hears it? <\/p>\n\n\n\n

Of course, creativity has a huge role to play in the success of an ad, but the visibility of the ad<\/em> is just as essential.<\/p>\n\n\n\n

This visibility depends on the media in which you broadcast your messages: newspapers, TV spots, magazines, radio spots, online banners, Pre-Roll and Mid-Roll on YouTube, partnerships with podcasts, etc. In other words: you need to do media planning <\/strong>to deliver advertising<\/strong> effectively.<\/p>\n\n\n\n

To help you with media planning<\/strong>, this article explains how media buying<\/strong> and space buying on the web works. We present you all the steps to follow in order to buy advertising space.<\/p>\n\n\n\n

And to go further, check out our complete guide on media planning<\/a>. <\/p>\n\n\n\n

Step One: Know Your Audience<\/h2>\n\n\n\n

The first step in media buying<\/strong> is to know who you want to reach. A good way to do this is to create a profile that reflects the personality of your potential customers. Ask yourself:<\/p>\n\n\n\n