11 Strategic Benefits of Outsourced Media Buying

outsourced media buying
Jeff King Avatar

In today’s digitally-dominated world of advertising, it’s essential for your corporate or agency team to command expert-level capabilities in the media buying space. 

Doing so, however, is technologically challenging, time-consuming and expensive. And for many businesses, laying out the capital expense for staffing and technology is risky business. You’re damned if you do and damned if you don’t.

But just like outsourcing your IT or Web design, outsourcing your media buying can help you leverage a multitude of benefits. In the case of media buying, that includes maximizing the performance of your paid media creative, mitigating risk and increasing your ROAS (return on ad spend).

As a company that has been helping clients do exactly this for more than a decade, Ad Placement Partners (APP) understands well what benefits outsourcing your media buying can bring:

1. Leverage Expertise and Industry Knowledge

Outsourced media buying gives you access to experts who possess the most current knowledge in trends, best practices, media channels, demand-side buying platforms (DSPs) and targeting technologies that allow you or your customers to maximize ROAS, or other advertising objectives like brand and message recognition.

2. Access to Advanced Tools and Technology

Digital media buying at the highest levels requires sophisticated tools and technology to fill orders, analyze data, track performance and optimize campaigns. Outsourcing providers invest heavily in state-of-the-art software and platforms—granting clients access to advanced capabilities without the burden of purchasing and maintaining these tools themselves. Smaller agencies that offer media buying fall short in these investments, which puts a limit on their capabilities.

3. Scalability and Flexibility

Outsourced media buying gives your business the flexibility to scale advertising efforts up or down based on fluctuating demands and budgets. Whether launching a seasonal campaign or onboarding a new client, having a partner like APP will help you be ready to scale your media services at a moment’s notice. The inability to scale results in lost business (acquisition), and unnecessary operational costs.

4. Lower Operational Costs

Opting for outsourcing can lead to significant cost savings for your business—capital that could go to product development or other critical business units. Instead of hiring and training an in-house team, and investing in technology, outsourcing allows your team to pay only for the services they need, when they need them–thereby eliminating overhead costs associated with salaries, benefits, ongoing training and technology. 

5. Streamlined Processes and Workflow

By entrusting your ad placement to a qualified outsourcing provider like APP, your business can improve its own workflow processes. Outsourcing providers have established workflows and protocols in place to expedite tasks, minimize errors and ensure seamless execution of advertising campaigns from inception to completion.

6. Advanced Targeting Capabilities

Effective advertising hinges on reaching the right audience with the right message. Outsourcing your media buying enables you to leverage the targeting expertise of professionals. Companies like APP excel in the tools and knowledge required to identify and target specific demographics, interests, and behaviors, maximizing the impact of their marketing efforts. 

7. Performance Tracking and Analytics

Top outsourcing providers use advanced analytics and tracking tools to monitor the performance of advertising campaigns in real-time. This allows providers like APP to provide you with insight that will improve the effectiveness of your ads and allow for data-driven decision-making and continuous optimization.

8. Strategic Partnerships and Better Ad Networks

Over the years, APP has worked hard to establish strategic partnerships with publishers and advertising platforms. Leveraging these relationships grants your business access to premium ad inventory, preferential rates, and exclusive opportunities that may not be available to individual advertisers.

9. Focus on Core Competencies

Outsourcing ad placement frees up valuable time and resources, allowing your business to focus on core competencies and strategic initiatives. Rather than allocating internal resources to manage advertising campaigns, your team can devote energy to innovation, product development, customer service and other mission-critical tasks.

10. Risk Mitigation and Compliance

Navigating the ever-evolving regulations and compliance standards can be a daunting task. APP is well-versed in industry regulations and guidelines and ensures that your advertising campaigns adhere to legal requirements and ethical practices. This minimizes the risk of potential fines, penalties and/or reputation damage.

11. Project a Stronger Brand

For small and mid-size agencies, outsourcing media buying allows you to offer best-of-class services you would expect from a full-service agency. This allows you to develop new revenue streams by offering existing clients media buying. It also opens new opportunities to bid on RFPs reserved for full-service agencies.

The APP team is ready to leverage its expertise to help your business exceed its advertising goals.

Why work with APP for outsourced media buying?

Partnering with APP gives you access to a media buying team with more than a decade of experience using the technology and building relationships with the top DSPs and publishers in the business.

From leveraging expertise and industry knowledge to achieving cost efficiency, scalability and targeted audience reach—APP can empower your business to exceed its advertising goals. Contact us now and we’ll put together a no-obligation plan on how we can easily integrate our media buying into your workflow.

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