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The New Face of Media Buying

By admin | February 20, 2007

Rapid advances in media buying technology have changed everything from health care to communication. Now, as the latest technology becomes more accessible to a broader market, the drtv advertising field is changing, too. Ten years ago, you could plan your media buying campaign around a few television commercials and print advertisements. And most companies would never have considered spending a sizeable portion of their advertising budget on the Internet. But in 2006, online ad expenditures are expected to reach $17 billion.
 
Today, the use of traditional drtv media outlets, such as radio, television, and print, is eroding as alternative advertising options increase. Rather than reading the newspaper first thing in the morning and watching broadcast television news every night, people can find out what’s happening in the world, almost in real time, via the web. Newspaper subscriptions are at an all-time low, and consumers TiVo the news so they can watch it without viewing the commercials. So where does that leave drtv marketers that want to maximize their return on their advertising investment?
 
Media buyers who want to reach their target audience and remain competitive in this high-tech world have to change with the times. You need to keep abreast of emerging new technologies, what drtv media types are most popular, and how consumers use what is available to them. 
 
If you want to remain competitive in the future, technology will be key to your success.  Align yourself with an experienced media buyer who can help you determine the best forms of emerging media. While it’s difficult to predict exactly where the trends are headed, when you keep an eye on new technology, you and your service won’t be left behind.

Peter Koeppel is Founder and President of Koeppel Direct

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