Five reasons to hire a professional Media Buyer

Media Buyer Image

Media buying may seem like a straightforward affair, but coordinating effective and efficient messaging across radio, television, print, outdoor and digital platforms can be more complicated than your company might be prepared to handle alone.  Here are five reasons why you should hire a professional Media Buyer instead.

  1.  Tools of the Trade.  Professional Media Buyers have specific software and other tools at their disposal that your company would typically not invest in.  These tools allow Media Buyers to use industry formulas and audience ratings subscriptions to make educated recommendations based on data-driven results.
  1. Big Picture.  Professional Media Buyers have the ability to see your company’s big picture.  Often times individual Sales Reps are focused on the products they provide and aren’t looking out for your company’s best interests.  Media Buyers look at all media objectively and make the best decision based on your target customers and overall marketing goals.
  1. Practice makes perfect.  Professionals are professional for a reason.Experienced Media Buyers have honed their negotiation skills and have established long term relationships with media partners that can lead to premium opportunities that an unexperienced buyer would not be able to leverage.  Experienced Media Buyers have industry knowledge and are able to recommend the right media mix to deliver your companies message to their target market.
  1. Budget friendly.  When planning what to buy, Media Buyers evaluate various factors which include but are not limited to station formats, pricing rates and demographics to create an optimized buy that serves your company’s campaign goals. Going it alone can end up being more expensive without the expertise of an experienced Media Buyer.   
  1. Everything in one place.  By working with a Media Buyer you are able to avoid the hassles of being inundated with calls from Media Sales Reps, having to decipher Media Invoices and the time spent researching all the different mediums available. Media Buyers become the point of contact for all media reps thus freeing up your time.

For more information about media buying and the services that TAG offers, visit our website.

New trends in digital billboards allow for greater message targeting

Digital billboards provide exciting new opportunities for businesses to fine tune marketing messages and content that is relevant in that exact moment to consumers, based on the time of day, weather and user feedback.

New digital billboards equipped with technology allow advertisers to change messaging based on certain parameters. For example, a car dealership can set its messaging to change to an ad about windshield wipers whenever it is raining.

The creative possibilities are endless for the new options in outdoor advertising that are coming into our marketplace. The new features will make outdoor advertising more effective by changing the digital billboard messaging instantaneously.

Here are some of the new digital billboard trends and options available:

Weather triggers

Weather Triggers

This option is ideal for businesses that offer weather-related services. Messaging can be changed based on the temperature, current forecast and other weather conditions, such as wind speeds.

For example, a restaurant owner that wants to sell ice cream can change its message to feature a sundae when the temperature is 85 degrees or higher.



Generate hype for a new product launch or store opening with the countdown option. There are automatic and manual countdown options that allow the advertiser to automatically count the days, hours and minutes to an event. The countdown updates automatically without the need to continually update the art.

Day Parting

Day Parting

Cater messaging based on the time with day parting. Day parting allows advertisers to change the creative based on the day of the week, time or by including a text box that can be updated at any time with relevant information.

Social media

Social Media

Create synergy between outdoor and social media marketing campaigns. Digital boards can pull real-time photos, status updates and more from Facebook, Twitter, Instagram and Foursquare.

User-generated content

User-Generated Content

Research shows consumers trust their peers when it comes to brands, so let customers do the talking with user-generated content in outdoor advertising. Digital boards can be programmed to pull user-generated content from a microsite created for a specific campaign or from social media channels including Facebook, Twitter and Foursquare.

Kerry Johnson


Kerry Johnson is the Vice President of Media Management at TAG Communications. She has 18 years of experience in media sales, buying, planning and research.