There was a time when only a few major publications and a handful of radio and television stations existed in a local market, making it easy to plan and buy advertising. Today there can be hundreds of media outlets in the average US market, competing for both audience attention and advertising dollars.
For most advertisers, the target audience is no longer exposed to their messages only through daily newspapers or broadcast commercials. Now that audience can go online anytime to find exactly the content they want, when they want it, probably watching TV or listening to the radio at the same time.
Accordingly, marketers are spending more of their budget online, but traditional media—primarily television and radio—continue to capture a fair share of audience attention.
The US Interactive Marketing Forecast, 2009-2014 from Forrester Research reports that individuals are spending about 34% of their time online, with the rest of their time spent with traditional media—watching TV 35%, 18% listening to the radio, and 13% reading print media.
Keeping up with the changing media landscape and the divided attention of a target audience requires not only efficient tools to work with every medium, but also the real-time information and collaboration environment we’ve become accustomed to thanks to web-based technology such as search engines, social networks, and document sharing.
The challenge for media buyers and the agencies that provide those services is to be able to plan and manage multi-channel advertising campaigns efficiently, keeping up with market changes while eliminating time- and labor-intensive tasks related to planning, negotiating, and buying media.
Media Buying Automation
Media buyers can now plan, negotiate, buy, and analyze local online and offline advertising, together, with Avenue Right—radio, broadcast and cable TV, print, and online, and soon, the ability to add and customize whatever media type they want.
It’s not an ad network or exchange, but rather an agnostic media buying solution that allows its users to deliver an effective multi-channel advertising campaign without spending too much time on manual business processes, phone calls, and follow ups.
With a quick search of Avenue Right’s media outlet database, users can quickly find local advertising opportunities that specifically match their campaign criteria. Along with more mainstream local media outlets such as daily newspapers and popular radio stations, buyers can use search tags to find niche advertising opportunities, such as a community newspaper or local parenting website.
Other features and gadgets for media buyers include electronic RFP tools, multi-channel consideration sets, media schedule builders and templates, budgeting, and campaign reporting. To manage it all, there are campaign calendars, dashboards, contact management, and a customizable File Cabinet for each user.
Avenue Right not pre-purchase inventory or take commission on transactions, so the platform and any recommendations provided remain free of bias.
Learn more about Avenue Right. Contact us, request a demo, or read more.
