Media Placement | Definition
Media placement refers to buying and placing advertisements in various
media. This process is a common function of the media buying and planning industry
and includes research and planning to target media that caters to a target audience.
Some companies function solely as a media
placement agency, while others offer media placement
services in addition to working with creative and other aspects of the industry.
There are five main categories of media: print, television, radio, out-of-home and
digital. In other words, these are the places media is placed. Let’s take a closer
look at each medium.
Media Placement | Print
Print advertising generally refers to newspapers and magazines. Many newspapers
have experienced a downturn in the demand for print advertisements over the last
few years. To combat this, newspapers have turned to offering content on the web,
cashing in on online advertising to supplement income from print ads. While some
magazines have struggled, the magazine industry as a whole has remained strong in
the face of other media competing for ad revenue. Magazine ad revenue reached $4.3
billion dollars in the first quarter of 2011, an increase of 6% from the first quarter
Media Placement | Television
Traditional television, like print, has been declared by some to be a dying breed
in the era of Facebook, Hulu.com, DVR’s and mobile devices. While this may prove
to be a reality in years to come, television is still king of media, at least in
terms of time spent on the medium. According to Nielsen, the average person watched
38.7 hours per week of video in the first quarter of 2011. Ninety-two percent of that
time was spent on live television, and the average person spends six times as much
time on television as online. Since advertisers like to be where the eyes of consumers
are, it goes without saying that television is the major player in the media buying
Media Placement | Radio
Radio has also remained a strong medium for advertising. According to Arbitron, radio
reaches 93% of Americans over 12. Furthermore, radio has retained its TSL (time spent listening)
levels over the last five years. Seventy percent of listening is done while driving.
With commutes often reaching an hour or more, radio captures an audience on the go like
no other medium.
Media Placement | Out-Of-Home
Out-of-home (OOH) advertising is very local by nature, since an advertising unit can be
can be purchased in a specific geographical location. Examples of OOH advertising are
billboards, transit advertising (available for buses, taxi cabs, trains, etc.) and public
video displays in locations such as malls, grocery stores, elevators and movie theater lobbies.
OOH advertising can be very effective. The American Trucking Association reports that 98% of
in-car audiences notice truck-side ads. Arbitron indicates that 29% of consumers said outdoor
advertising caused them to visit an advertised retail store within a week of viewing the ad.
OOH advertising, like radio, benefits from the increasing commute time spent in automobiles.
Media Placement | Digital
Digital is the "new kid on the block" in terms of media advertising, and online media buying
is on the rise. There are several ways to implement a strategic media placement
on this medium, including banner ads, text blocks, pop-ups, email marketing and video ads.
Social media marketing is a byproduct of the online advertising movement, with sites such as
Facebook and LinkedIn profiting from ads placed on their respective sites. Some businesses
handle advertising themselves, dealing directly with media outlets. Others, especially larger
companies, rely on media placement services to handle all of their media buying. A media buying
agency will charge a fee for their services, but the savings resulting from an agency's volume
buying and relationships with advertising vendors often justify the investment.