Question 1

What is a media buying agency?

Accepted Answer

A media buying agency is a third-party provider that purchases ad space for a client organization. This includes ads in traditional media, such as television and print, and digital channels like websites, social media, and streaming services.

The two main types of media buying include:

Direct media buying: Advertising space is purchased from an individual publisher and ad vendor. The agency negotiates directly with the publisher and buys the ad space at a predetermined price. Both traditional and digital media placements can be purchased through this process.
Programmatic media buying: Digital ads are bought through an automated ad-buying platform. Instead of a single publisher or vendor, the agency signs up for a demand-side platform (DSP), which purchases ad inventory on an ad exchange or network through real-time bidding. A special algorithm posts the ads based on the client’s specifications and where users are most likely to become customers.

The goal of media buying is to acquire placements on channels that reach most of the brand’s targeted audience at the lowest cost per action (CPA), maximizing the client’s return on investment (ROI).

Question 2

What services do media buying companies provide?

Accepted Answer

The media buying companies purchase advertising space and time across various platforms to promote their clients’ brand, products, or services. Their services include a broad range of activities that optimize the advertising spend and ensure the ads reach intended audiences effectively.

Media buying agencies typically provide the following services:

Audience research and segmentation: Analyzing the client’s target audience to understand their pain points, needs, preferences, behaviors, and demographics. Grouping them based on the shared characteristics to engage them more effectively.
Market analysis: Identifying the most promising markets, platforms, and channels where the client’s audience is the most active, so the ads can gain the most engagement.
Media planning and implementation: Collaborating with the client to define its core brand messaging, target audience, and budget, develop an effective strategy, and translate it into actionable steps.
Media buying: Finding, negotiating, and purchasing ad space across various channels and mediums:
- Traditional media: TV, radio and print
- Digital media: Display ads, website banners, popups, landing pages
- Social media: Facebook, Instagram, TikTok, LinkedIn
- Search media: Google Ads and Bing Ads
- Outdoor advertisements: Posters and billboards
- Native advertising
Ad placement and creative support: Working with creatives in developing media of various ad formats and placing them in locations maximize exposure to audiences.
Omni-channel coordination: Ensuring each platform used in the ad campaign is aligned, resulting in a cohesive brand image that fosters familiarity and trust with customers.
Monitoring and optimization: Consistently monitoring the performance of ongoing campaigns and ensuring they achieve their intended goals.
Performance analysis and reporting: Creating comprehensive reports summarizing an ad campaign’s performance and making relevant recommendations.

Question 3

What is the difference between a media buying agency and an advertising agency?

Accepted Answer

The difference between a media buying agency and an advertising agency primarily lies in their focus.

While media buying agencies purchase advertising space and time across different media channels, advertising agencies are focused on the creative side of things. They develop the concepts, messages, and visuals that capture the target audience’s attention. Advertising agencies often collaborate with media buying companies to determine the best channels to feature ads.

Media buying and advertising agencies are both crucial in planning and executing a company’s marketing campaign, but how they achieve that is different:

Media buying agency	Advertising agency
Focuses mainly on media planning and procurement	Develops the overall marketing plan for clients
Can be standalone or as a part of a marketing department	Can be divided into smaller teams including media buying and planning
Identifies the best markets, audience, media, and publications to buy ad space	Establish broad objectives for the client’s products and services
Provides the audience data and other technical requirements for the proposed media based on the media plan	Dictates which media and products to be targeted by the ad buy
Typically, does not produce creatives as one of its core services	Produces the creatives and the messaging behind the ad

Question 4

What is the difference between media buying and media planning?

Accepted Answer

The difference between media buying and media planning lies in their focus; while the first deals with execution, the latter focuses on the strategy. Media buying agencies buy ad space; on the other hand, media planners determine how, when, and where it should be used to achieve maximum audience reach and engagement. They often work together to develop and enact ad campaign strategies.

Here are some of the main differences between a media buying agency and a media planning agency:

Media buying agency	Media planning agency
Uses the research provided by the media planner to optimize ad campaigns	Decides which channels to promote marketing campaigns
Works with advertising channels to find cost-effective advertising solutions	Research where target audiences are most likely to see ads
Consults media planners on the best marketing channel or vendor for a campaign	Works with media buyers to establish marketing channels
Negotiates contracts and costs	Sets ad campaign goals and KPIs

Question 5

How much do ad-buying companies charge for their services?

Accepted Answer

Ad-buying companies typically charge 15-20% of the monthly ad spend. They also follow other fee structures, such as:

A base fee with an additional fee based on the percentage of ad spend.
Performance-based fees based on the client’s revenue and profit.
A fixed fee with a bonus structure based on a percentage of the company’s revenue or profit.

The common factors that affect the cost of hiring a media buying agency include:

The type of media channels and audience targeted
Duration and frequency of the ad campaign
The time and resources needed to get the agency up to speed with the business
Licensing and other fees for essential software and tools
The cost of traveling to and from meetings, photoshoots, and events

The top 50 media buying agencies at DesignRush charge an average of $124/hour. 10% of agencies accept projects with a minimum budget of less than $1,000, while 4% require at least $50,000.

Question 6

Why should I hire a media-buying agency?

Accepted Answer

You should hire a media buying agency because it possesses the knowledge, experience, relationships, and scalability to manage your advertising campaigns, regardless of their size or complexity.

Here are some of the convincing reasons you should hire a media buying company:

Extensive networks: Media buying agencies have years of experience building relationships in their field; they can provide you with connections you otherwise couldn’t access by yourself. This could include collaborating with ad sales representatives specializing in your target audience or getting better rates from platforms or media outlets.
Specialized knowledge: Media buying is a complicated process, but agencies can help you navigate the industry’s ins and outs. They also tend to stay updated on market trends, emerging channels, and changes in customer behavior.
Expert resources: Media buying companies can access research tools and data from Kantar Media, Nielsen, and other industry insiders. These can greatly improve the accuracy of ad campaigns and maximize their effectiveness.
Constant oversight: Buying and managing media is time-consuming, requiring countless research and placing ad spaces, communicating with reps, and monitoring a buy’s performance. A media buying agency can free your time from high-level tasks and allow you to focus on other important work.
An eye for detail: Media buying agencies catch small but important ad timing and placement details. These nuances, though easily overlooked, might mean the success or failure of your ad campaign.
Point of contact: A media buying firm can be your representative to media sales reps, screening for opportunities that might benefit your business. They can also help streamline communications with vendors and give you an advantage during negotiations.
Worry-free operations: Media buyers constantly monitor ad performance, ensuring they meet expectations and make up for it if they fall behind. Established agencies also typically have an accounting department that handles the invoicing and ensures budgets are on track.

Continental AG’s campaign illustrates the importance of media buying services. One of the world’s leading tire manufacturers, Continental, sought the help of Shift Active Media to support the launch of their new Gravity line of mountain bike (MTB) tires. After extensive research of the MTB market, the agency rolled out a comprehensive ad campaign that included paid multi-channel ads and 84 articles published across international MTB publications.

The campaign had a potential audience of 21.9 million and an estimated 2.9 million readers. It also generated over 1 million impressions and 50,000 interactions through Continental’s brand ambassadors on Instagram, resulting in a 10% increase in follower growth.

Question 7

How do I choose the best media buying agency for my business?

Accepted Answer

To choose the best media buying agency for your business follow these steps:

Set your goals: Having your goals laid out will help you identify agencies that align with your needs and financial capabilities. These goals should be specific, measurable, achievable, relevant, and time-based (SMART).
Specify your budget: Knowing your budget will allow you to narrow your search and avoid overspending. Media buying agencies vary widely in terms of pricing, so it pays to know beforehand which ones are within your financial capabilities.
Search online: The best place to start would be reputable online directories, like DesignRush. These websites aggregate media buying agencies worldwide and organize them under various metrics. Look for agencies with a high rating and lots of positive reviews.
Check agency website: The website should list the agency’s core services, areas of expertise, years of experience, and other helpful information.
Examine portfolio and case studies: A case study or portfolio provides a concise summary of their work and gives you an idea of what they can do for you. You can typically find these on the agency website, but you can also request one from the agency.
Read reviews: One of the best ways to get honest information about an agency is through client reviews. You can typically find them on online directories, although some agencies post reviews on their website as well. Take note of how the agency responds to negative reviews. If they try to make it right, it shows their dedication to providing customers with a positive experience.
Shortlist the candidates: List at least five agencies that meet your criteria. Contact them and request an interview so you can learn more about what they have to offer.
Check compatibility: During the consultation, take note of how the agency communicates with you. A good working relationship is essential for the success of a media-buying partnership. Make sure that you are comfortable conversing with them and that they understand your business and your audience.
Assess their relevant experience: Candidates must have credible and sufficient experience in the field. Specifically, the agency must be familiar with the tools, people, and processes involved in executing traditional and digital campaigns.
Conduct a test: A test is one of the best ways to see if the agency is qualified for the job. Consider scenarios you’ll likely encounter with them, develop a brief test, and have candidates complete it in a day or two.
Request for proposals: Once you have all the necessary information, send a request for proposal (RFP) from the agencies you have shortlisted. List the business objectives you want to achieve and the KPIs to be met after launch. Be sure to have an outline of the processes, a cost breakdown, and an estimate for the project timeline as well.
Evaluate and select: Review and compare each company in your list and make a decision. 
Sign a contract: Before signing a contract with an agency, ensure that they fully understand and share your values. They must also have all the services, specialties, and tools to complete your ad campaign’s objectives.

If you need help finding the best media buying companies for your business, DesignRush is ready to assist. Visit our Marketplace and provide us with your key specifications. We’ll match it with five of the most suitable companies free of charge.

Question 8

What questions should I ask before hiring an ad-buying agency?

Accepted Answer

Before hiring an ad-buying agency make sure to ask the following questions:

Its Relevant Background

What are the certifications each team member holds?
How long have they been in the industry?
Who are the clients you’ve worked with?
Do you have any success stories you could share?
How do you stay updated with the latest trends and improve your skills?

Company Services and Processes

Where do you get your data from?
Does the team have access to the industry research tools?
How do you track campaign metrics and progress?
Do you update your research capabilities regularly?
How often do you meet with data providers?
How do you negotiate your media buys?
What’s your strategy for getting lower rates and added value?
How do you navigate high-traffic periods in the market, like political events and holidays?
Do you meet or exceed industry benchmarks in data analysis and optimizations?

The Project

How ready are you for sudden surges in demand in ad platforms?
What are your reporting expectations for this project?
What are your reporting parameters?
How will I receive reports, and under what format?
Do you have ad hoc capabilities?
Do you also provide insights and recommendations along with your metrics?

Question 9

What are the best media buying companies in the U.S.?

Accepted Answer

The best media buying agencies in the US are:

Propaganda Creative
- 4.8 stars on DesignRush (7 reviews)
- 5.0 stars on Google (61 Reviews)
- Top clients: Cyrus O’Leary’s Pies, Canopy Credit Union, Hoopfest, Pandaz NFT Collection
Rosemont Media
- 4.8 stars on DesignRush (5 reviews)
- 5.0 stars on Google (74 reviews)
- Top clients: McCormack Plastic Surgery, Scripps Center for Dental Care, Richmond Aesthetic Surgery, The Layt Clinic
MAXBURST
- 4.6 stars on DesignRush (5 reviews)
- 5.0 stars on Google (55 reviews)
- Top clients: Threadsy, Maxiam Capital, Spectra Jewelry, Bring Abouts
Moburst
- 4.9 stars on DesignRush (18 reviews)
- 4.1 stars on Google (26 reviews)
- Top clients: Bazz, Gett, Gameit, Calm
Fortuna Media Group
- 4.9 stars on DesignRush (13 reviews)
- Top clients: Agoda, Google, Facebook, Boston Beer Company

Scroll up to learn more about these firms and discover additional leading media buying companies. All of them were chosen based on previous projects, industry repute, client feedback, and team expertise. Sort companies by location, budget size, hourly prices, and reviews to narrow your search.

Best Media Buying Companies

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