Top tools for media buying.

Here are some top legitimate tools for media buying:

Advertising Analytics Tools:

• Google Analytics – Track website traffic and performance to optimize ad campaigns. Free to use.
• SimilarWeb – Provides insights on website metrics to inform media buys. Paid tool.
• SEMrush – Suite of tools for keyword research, competitor analysis, and more to enhance campaigns. Paid service.

Media Planning Tools:

• STRATA – Media planning and buying platform to analyze audiences and spending.
• Nielsen Ad Intel – Insights into ad spending and performance data across media channels.
• Comscore – Measures digital and TV campaign reach and frequency to optimize delivery.

Demand-Side Platforms (DSP):

• The Trade Desk – Real-time programmatic ad buying across display, video, etc.
• MediaMath – Automated optimized media buys across all digital channels.
• Adobe Advertising Cloud – Manages search, display, and social ad buys in one DSP.

Usage: Here is a high-level overview on constructively utilizing these tools for media buying campaigns:

Advertising Analytics:

• Import campaign data into Google Analytics to analyze performance by metrics like clicks, conversions, etc. This informs future media budget allocation.
• Leverage SimilarWeb’s audience insights for a site to determine which channels drive most relevant traffic. Target those high-potential sites.
• Use SEMrush to research competitor ad spend on keywords. Identify opportunities to win share of voice in the auction.

Media Planning:

• In STRATA, model optimal spending across channels/flights to achieve campaign reach goals. Simulate outcomes to stay on budget.
• From Nielsen and Comscore data in target markets, determine the right mix of TV, radio and digital to achieve frequency caps.

DSPs:

• Leverage The Trade Desk’s cross-channel inventory and data capabilities to set parameters. Optimize towards conversion goals.
• In MediaMath, set audience targeting and pacing rules. Machine learning will adjust bids to optimize campaign performance.
• With Adobe Advertising Cloud, consolidate buying on premium sites to simplify workflow and reporting.

The key is using the unique strengths of multiple tools to increase visibility into performance, refine target segments, create efficiencies and boost results. Let us know by comment if any part of the media buying process needs further clarification or you need more explanation! If you want to be a Media Buyer, Click Here.