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What is Media Buying?

Media Buying is the art of ensuring our clients' adverts appear where they want them to and that they pay the best possible price.


MediaCom handles media buying for some of the world's biggest advertisers, among them Procter&Gamble, Shell and GlaxoSmithKline.

Once our media planners have worked out where an ad should appear, our media buyers speak to the companies that own the space to ensure firstly that it is possible for the message in those environments and secondly that our clients pay the best possible price to appear there.

Media buyers at MediaCom talk to TV and radio stations, magazine and newspaper publishers and website owners to secure paid space for our clients.

While many communication messages now appear via what are called "earned" media such as PR or "owned" media such as events, "paid" media remains a vital part of the marketing process. Media buying strategies are often designed to ensure messages appear that encourage consumers to participate in "owned" or "earned" environments.

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