How do you manage advertising space and time across different media channels?

1 Understand your client's goals and budget

Before you start selling any media space or time, you need to understand your client's marketing objectives and KPIs, target audience and their media habits, creative assets and formats, how they measure the success of their campaigns, and their budget constraints and preferences. This will help you tailor your proposal and pitch to their specific needs and expectations.

2 Research the media landscape and opportunities

Once you have a clear understanding of your client's goals and budget, it is important to research the media landscape and identify the best opportunities for their campaigns. Factors such as reach, frequency, impact, cost, availability, flexibility, relevance, context, alignment, trends, insights, and data of different media channels should be taken into account. Additionally, you should consider the media space and time available and how it fits into your client's campaigns.

3 Create a media plan and proposal

Once you have completed your research, it is time to create a media plan and proposal that explains how you will distribute your client's media space and time across different channels. This should include the objectives and strategy of the campaign, the mix and allocation of the budget, the schedule and timing of the campaign, the specifications and requirements of the campaign, as well as the benefits and value proposition of the campaign.

5 Execute and monitor the media campaign

Once you have agreed on the media rates and terms, it is important to execute and monitor the media campaign. It is essential to make sure that the media space and time are delivered as planned, and that the campaign is performing as expected. Additionally, it is important to communicate with your client and media partners regularly, providing feedback and reports on the campaign results. You should focus on areas such as the quality, accuracy, and compliance of the media delivery; tracking, measuring, and optimizing the media performance; problems, issues, and solutions of the media campaign; and evaluation, analysis, and learnings of the media campaign. Managing advertising space and time across different media channels is a difficult but rewarding skill for media sales professionals. By following these tips and best practices, you can enhance your media sales abilities and attain more successful outcomes for your clients and yourself.