As we enter a new year and everyone is thinking about their resolutions it’s time to step back and rethink the approach to media buying. While tough media buying will save you money, smart media strategy will MAKE you money. You need a well thought out media plan to get the most from your budget to determine what you should buy and what you should not. If buying media drives your process your buy may be priced well relative to other options, but you could end up buying media that doesn’t work for you. Buying the wrong media is wasteful no matter what the price is.

This approach is designed to limit costs, but what you may not know is it also limits return. All too often advertisers and their agencies let buying lead the media process or are missing the connection between the plan strategy and the buy. 

Smart media planning lets you know which media does and does not make sense for your efforts. It helps tell you which media to stay away from. Buying the wrong media because it’s cheap is as wasteful as buying premium priced media that isn’t right for you. Neither one will produce results. 

An approach that recognizes the importance of strategy means targeting the right people at the right time, yielding a smarter use of your marketing resources. Make it easier for a buyer to buy effectively because they know the difference between price and value. 

At OCD Media we focus on strategy first and there is no disconnect between planners and buyers. A truly integrated agency has buyers who know what the marketing strategy is and what their role is in achieving it.