/ Service
Media buying across digital and traditional advertising
Media buying is the process of securing advertising once the plan is agreed: identifying inventory, checking availability, negotiating rates, booking, managing delivery and reconciling what ran. Plan My Advertising buys media across digital and traditional channels for UK businesses.
01
What is media buying?
Media buying turns a media plan into advertising that actually runs. It covers negotiating with media owners and platforms, booking space or airtime, supplying creative to the right specifications, checking that activity runs as agreed and reporting on delivery and cost.
02
Media planning vs media buying
| Media planning | Media buying | |
|---|---|---|
| Purpose | Decides where, why, when and how much | Negotiates, books, manages and reconciles the media |
| Key question | Which channels should do which job? | How do we secure that inventory on good terms? |
| Output | A media plan and budget | Confirmed bookings, live campaigns and reporting |
In practice the two inform each other: availability and rates found during buying can change the plan. See media planning.
03
How media buying works
- 01Media plan agreed
- 02Inventory and options identified
- 03Availability checked
- 04Rates and packages evaluated
- 05Negotiation
- 06Booking
- 07Campaign setup
- 08Delivery monitoring
- 09Optimisation where applicable
- 10Reconciliation and reporting
Read more in how media buying works.
04
Traditional media buying
- Out of home — specific panels, packages or digital screen time, booked by location and period; see outdoor advertising
- Radio — airtime by station, daypart and number of spots, sometimes with sponsorship; see radio advertising
- Television — airtime bought against audience delivery, with clearance and scheduling requirements; see TV advertising
- Cinema — screen and film-based packages; see cinema advertising
- Print — space by title, size, position and issue date; see print advertising
- Direct mail where relevant — data, print, postage and fulfilment
05
Digital media buying
- Paid search — auction-based, usually on a cost-per-click basis; see paid search
- Paid social — auction-based across impressions, clicks or other objectives; see paid social
- YouTube — video buying through auction or reserved options; see YouTube advertising
- Display — direct or network buying of banner and native placements; see display advertising
- Programmatic — automated buying across many sites and apps; see programmatic advertising
- Connected TV where appropriate — streamed TV inventory bought directly or programmatically; see connected TV
Digital channels are not all bought the same way. Some are live auctions, some are reserved in advance, and each platform has its own targeting, pricing and reporting.
06
Media rates
The price paid for media is affected by:
- rate cards — published prices, which are often a starting point
- negotiated rates — what is agreed for a specific campaign
- packages — bundled inventory offered by media owners
- volume — how much is being bought
- location — premium sites and areas cost more
- timing — busy periods raise prices
- availability — limited inventory changes the terms
- audience demand — competition from other advertisers
Negotiation can improve terms, but no discount is guaranteed.
07
Added value
Some media arrangements may include added value — for example extra spots, bonus panels, sponsorship mentions or additional reporting — depending on the supplier, the campaign and the negotiation. It is never guaranteed, and it is only worth having if it reaches the intended audience.
08
Transparency
Businesses buying media should understand:
- what media is being bought
- where it will appear
- campaign dates
- media costs
- agency charges
- how delivery will be reported
We set these out before bookings are confirmed.
09
Why use a media buyer?
- Knowledge of how each channel is priced, sold and scheduled
- Relationships with media owners and experience of negotiation
- One point of contact across several suppliers
- Creative specifications, deadlines and approvals managed in one place
- Delivery checked against what was booked
- Consolidated reporting across channels
Frequently asked
Questions this page answers
- What is the difference between media planning and media buying?
- Planning decides where, why, when and how much. Buying negotiates, books, manages and reconciles the media. The two inform each other.
- Can you buy media if I already have a plan?
- Yes. We can review an existing plan, check availability and costs, and then buy it — or suggest changes if something does not add up.
- Do you guarantee lower media rates?
- No. Negotiation can improve terms, but rates depend on availability, timing, volume and demand, so no discount can be promised.
- Can you buy both traditional and digital media?
- Yes. We buy out of home, radio, TV, cinema, print and direct mail alongside search, social, video, display, programmatic and connected TV.
- How far in advance should media be booked?
- It varies widely by channel. Some digital activity can start within days; premium outdoor sites, TV and some print may need weeks or months. See how far in advance to book advertising.
- Will I see what was bought and what it cost?
- Yes. We set out the media, placements, dates, costs and our charges before booking, and report on delivery afterwards.
Sources and review
Last reviewed 28 September 2026. Figures affected by current inventory, supplier data or regulation should be checked at the point of planning.
Next step
Tell us the campaign dates, geography and budget and we can investigate media options.