Digital media buying as the process of purchasing placements for ads on websites, apps, and other digital platforms. Digital media buyers are essential to helping companies navigate the rapidly evolving world of digital advertising.
Digital media buying ensures ads are placed on the right platform, time, place, and context to influence potential clients to become customers. It takes advantage of eye-on-screen time by placing ad creatives on all possible platforms at a reasonable cost to ensure marketing success.
Advertising has always been about communicating the benefits and features of products or services. In the past, many businesses would use radio, tv, print, and outdoor advertising to pass their message along. Today things are different because the consumers are no longer watching tv or listening to radio. They have moved to streaming services and on-demand services for their entertainment.
How they consume this media is through digital devices like laptops, tablets, and mobile phones. In Kenya it is said that 80% of our population has access to the internet.