Media Buying Needs to Evolve!

Thinking about buying media? Well, it’s no longer just about ad space or traditional print. Today media has to “sing and dance.” It has to have a tight connection to the brand at the same time it distributes the brand with rich experiences online through social media – social networks (like Facebook), videos, podcasts, RSS feeds, and maybe a widget.

Traditional media is still part of the mix. But only to the extent it’s needed to help create awareness of the online experiences waiting to be had with the brand. Just focusing on traditional, one-way awareness ads will surely make your brand seem stiff and too inwardly focused.

Today’s media buyers need to recognize that prospects no longer move neatly from one media touch point to the next. They move around, snacking on video, scanning a print ad, reading their RSS feeds in a feed reader, checking into their favorite social network, or just reading a few new blogs.

How users engage with your brand through digital channels will ultimately define your brand!

Where is the buzz? Agencies that provide traditional media buying need to radically change their approach to servicing clients. Going forward, think in terms of three tiers – traditional, to online, to social.

Try not to interrupt what people are interested in. Instead, BE what people are interested in!

5 comments to Media Buying Needs to Evolve!

  • Kim

    Completely agree with you on this point. It amazes me that Traditional agencies still want to stick to their old ways when new and innovative agencies that are on the social media / Web 2.0 band wagon continue to kick their you know what.

  • tomob

    Paul – nice post. The love the quote:

    “try not to interrupt what people are interested in – be what people are interested in”

    I’m going to use that (with attribution) later today in a social media 101 presentation for one of our clients.


  • Paul Dunay


    thanks for the kudos and the future attribution

    I was also thinking …

    If you want a miracle – BE the miracle (quote from Bruce Almighty movie w/ Jim Carrey)

  • Laurent

    I like the “be what people are interested in”. I think the problem for the agencies is how to make sense of the CGM chaos. For exemple: how to find relevant blogs? They just lack tools (the one that exist today don’t do the job) and expertise. It’s ok to find a few but one needs a lot more to keep in touch with all their potential prospects. I’ve worked with a client and we found 1500 blogs in their domain, which they are now listening to and engaging with their communities. They’re pretty happy!

  • Paul Dunay


    Making a relevant list of blogs is a real challenge – hopefully some tools will pop up that can help us all

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