In this little article, we will answer a crucial question – “what is digital media buying?” So, please stay with us.
What is digital media buying in Digital marketing?
The term ‘digital media buying’ is directly related to the Online space and community and marketing in that space. Digital media buying is all about renting or buying positions on social media, search engines, websites, and apps so that you can place your ads. In short, purchasing ad placements on digital media platforms is called digital media buying.
How does it work?
To get your advertisement space on a publisher’s website, you need to do real-time bidding or RTB. The moment a page of the users refresh the website or a new page from the same website is loaded, advertisers have to compete for the space through the RTB.
The RTB has five entities: an advertiser, DSP or the demand-side platform, the advertisement exchange, SSP or the supply side platform, and the publisher.
What is DSP or Demand Side Platform?
On this platform, the marketers keep their designed advertisements. Usually, these ads go to various placements on a publisher’s website. These advertisements target specific viewers or potential customers.
This mechanism makes sure that advertisements are going toward the right kind of viewers. The DSP usually does all the work automatically. With DSP, you will also get various analytical tools. You will also avoid online frauds like fake traffic by bots and waste money on them.
What is an Ad Exchange?
In this case, publishers will sell their ad placeholders or publishers’ inventory; and you as an advertiser will buy their placeholders by bidding for those placeholders in real-time. However, all these happen in the blink of an eye.
What is an SSP or Supply Side Platform?
So, let us summarize in short, shall we? Advertisers have DSP, and Publishers have SSP! The first element is the publisher’s website, and the second is its inventory or ad placeholders.
Now, SSP will help sell the publisher’s inventory to the Advertisers. SSP and DSP will work in unison to let the target audience see the advertisements.
Types of Digital Media Buying
There are currently five types of opportunities for Digital Media Buying.
- Display ads
- Social media ads
- Mobile ads
- Video ads
- Paid search
- Digital OOH ads (DOOH)
Why is Digital Media Buying Important?
There are a few reasons why digital media buying is vital to learn.
- If you plan your advertisements well, there is a high success rate for your ad campaigns.
- Just making an ad visually attractive is not enough. You need to know where to place it, when, and how frequently for the right people to see it.
- Media buying can help advertisers plan campaigns by mixing various media for better impact. For instance, radio, web apps, and mobile apps.
- With the help of the media buyers, the advertisement team can make efficient use of money to achieve the best result.
- Media buyers can make sure that the company gets the best and the correct place to put its ads.
- Media buyers can also help a company get some extra impressions as a value-added service without any additional charge.
How to become a digital media buying specialist in Bangladesh?
So, if you want to learn how to become a media buying specialist or are interested in teaching Media Buying, you can learn all about it from Bongiyo. You are always welcome.