Here's Where Most Digital Media Buyers Fall Short

Created on:
January 14, 2021

Technology has practically touched every industry in this world—including advertising. 

Moving from the traditional media platforms to digital ones, new roles have been created to ensure that companies don’t fall behind the ever-changing trends. One of these newer roles is digital media buying. 

A digital media buyer, to simply put it, buys placements for ads on different digital platforms, apps, or websites. 

Partnering with a digital media buyer often means that you trust them to make the right purchases, negotiate according to your advantage, and create arrangements for the lowest prices. 

While they’re the perfect professional to approach for this kind of advertising need, most media buyers still have the tendency to commit costly mistakes—a few of which will be discussed in this blog. They don’t really mean to, but it happens, albeit, a bit too often. 

Don’t worry though, there are those who definitely give you your money’s worth—it’s just that they’re needles in a haystack. If you’re looking for one, just read on to find out the agency to approach. 

Common Shortcomings of Digital Ad Buyers

Humans as we are, there are still instances wherein we fall short of what is expected of us—digital media buyers included. 

As digital media buyers are often individuals outsourced by companies, they don’t always gracefully and outstandingly execute what they proposed and promised. Some common shortcomings digital ad buyers have are listed down below:

1. Communicate Ineffectively with Clients

One of the most common shortcomings to ever exist is the failure to communicate effectively with the client, which creates a ripple effect for the succeeding interactions. They fail to communicate the benefits and the results the client should expect, given their proposals.

From the clients’ preferences to their goals, a lot of things can easily be missed just by failing to communicate well with clients. This can lead to mistakes such as employing the wrong strategy, buying the wrong placements, or using the wrong technology.

2. Fail to Understand the Business They Need to Advertise

As a result of #1, digital media buyers expectedly fail to understand the business they need to advertise. This means that they don’t get the full picture of how the company operates, what its goals are, and who they should be targeting. 

Without a clear understanding of these basic information, how else are they going to come up with a successful plan? This disaster often happens in the first phase of buyer-client interaction wherein the buyer or agency fails to obtain all the necessary data needed to understand the client.

3. Use Inappropriate Tech for Advertising Needs

Sometimes, media buyers also use the wrong or inappropriate technology for their clients. This can simply be just a failed attempt to make one shoe fit all, but such a shortcoming is costly to a client. 

Not all great technologies are appropriate for each industry, which is why it’s also important that an agency is transparent with what they use and how it’s going to be beneficial for their client. 

4. Don’t Consider Themselves as Part of the Clients’ Team

Many digital media buyers don’t consider themselves as part of their client’s team. And when this mindset prevails, these professionals often become detached and misaligned with their clients’ goals, failing to consider several factors only visible to supposed team players.

While it’s true that buyers are often professional or agencies whose services are outsourced, it’s highly important that they consider themselves part of their client’s team. This allows them truly to understand what is needed to meet the clients’ needs. 

5. Don’t Go With the Flow

And of course, let’s not forget the rigidness of most digital media buyers. They fail to see that the current trends are now moving away from DSPs and programmatic advertising and strictly use these in their strategies. 

Currently, the trend is now going directly to publishers which nets better inventory and rates, minus the bad ad placements and arbitrage upsells. If they’re too rigid to see how this trend makes sense, then it’s definitely a shortcoming you should save yourself from.

The Agency That Fits Your Exact Needs

The shortcomings stated in the previous section might have probably turned you off from seeking the best agency for your needs—which is completely understandable. 

But the needle in the sack doesn’t necessarily have to be such a hard find, you just need to know where to look.

One of the agencies that do everything, except the shortcomings listed above, is PM Advertisements. With an outstanding history of converting users to evangelists in the last five years, you won’t even have to work hard for the goals you set—they’ll do it for you. 

Communication is great, goals are taken into account, and appropriate technologies are used. Basically, that’s everything you need and more. 

It doesn’t matter if you’re new to the industry or have been around since time immemorial. Your ad placements will be in the right hands—and technology—if you put your trust in this agency. 

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