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  • Frank Gussoni

The 80/20 Mistake

Updated: Jul 26, 2023

The REAL Advantages of Utilizing the Right Media Buying Agency

Your marketing team has spent months developing a compelling ad campaign geared towards reaching your companies’ audience and sales objectives. You did everything you could to make sure your message is on point. Your campaign is getting ready to launch but you haven’t decided whether to use your creative agency to do your media strategy and buying or seek outside assistance from a company that specializes in media only. What is your best course of action?

To further complicate the situation, to make sure you are maximizing the reach of your efforts, you want to expand your advertising into a new market. The issue now is that you’re not certain as to the best way to get your message in front of your desired audience. You were very careful to make sure you got the message right but are you making sure that your media is also right?

This is where many companies go off the rails. They like one stop shopping and it might seem a bit easier but is it the best answer? Quite simply the answer is NO! Remember that the media portion of the budget usually represents at least 80% of your entire budget. So, why would you frivolously sacrifice 80% for 20%? You went to a creative company for your creative needs because it’s their specialty, but now you’re willing to have them spend the balance of your budget and not be just as specialized and talented? It really doesn’t make much sense.

This is where a media buying agency should be brought in, because they are specialists and can best help your campaign get the results you need to achieve. With the right agencies’ extensive knowledge and experience, your campaign can achieve much more exposure with less expense and provide optimum results.

When choosing to work with a specialized media buying agency, you’re afforded the opportunity to work with a company that has extensive experience in research, strategy, planning and negotiation. They know the ins and outs of the TV, Out of Home, Radio, Digital Mobile and Print marketplaces, which means they understand the right choices to make and the one’s to avoid. You’ll be able to work with a team that understands the culture of your markets, is aware of new and developing advertising trends and knows how to work within the economy of each market you’d like to advertise within.

More than just market knowledge, media buying agencies work hard to develop long-standing relationships with reputable media outlets. Since there is already a relationship and trust established between the agency and media outlets, it much easier for them to buy and publish on your behalf.

Due to the high volume of business they bring to the vendors from their existing clients, media buyers negotiate much more favorable rates for their clients as well as better placements. Agencies also ensure that their clients have the best terms and rates for their advertising goals, which include bonus media space or longer terms for greater exposure. With the right media buying agency on your side, you can be sure that your business’ best interests are always their main priority.

A great media buying agency does more than just eliminate all the layers of contacts that you’re used to going through to execute an advertising campaign. They don’t sub or broker your business adding layers of commissions. They work directly with all the outlets, cutting out all the middlemen.

Every market is thoroughly researched as well as all available media opportunities in each, so your campaigns are placed in front of and engaged with by the right audience. Utilizing a media buying agency streamlines the process of placing ads in any mediums. This expediency can save your businesses time and money, which will allow you to focus on other important aspects of business, which will assist in reaching your companies goals.


President & Founder of A3 media.

We’re Type A. We transform media from an expense into a smart investment.

Frank’s Take provides uncommon sense media buying advice for regional and mid-market businesses.

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President & Founder of A3 media. We’re Type A. We transform media from an expense into a smart investment.

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