Everyone has a lot to say, both positive and negative, to media buyers. In this article, let’s focus on the least promising side of things which is the negative ones. Listed below are seven common complaints about media buyers that most people are worried about.
Being competitive in the field of business is a must. However, most media buyers won’t take the risk and just opt for safety nets to save themselves from trouble.
The reward for doing so is less exciting which leads to lack of innovation and lesser customer traction. There’s nothing wrong when trying to go big, as long as the rewards you get are also twice of its size as well.
Too Young and Inexperienced
A study was conducted in the US and it shows that most medie buyers have less than five years of experience which is kind of a bummer. However, not all vendors require someone that old to become a media buyer. As long as you have the skill and bring passionate about it, then you’re good to go.
The only downside about this is that media buying has been treated as a go-to job for people with minor experience about the whole thing. This will project a bad image of the media buying industry despite its success.
Lazy media buyers is the industry’s worst enemy. In some cases, whenever there’s a new partner on board, there will be little to no effort at all from media buyers on how to train their partners.
If not prevented, this style of approach will be passed on to future partners which can lead to disaster. What these media buyers should do is to give time to fine-tune their approach to gather up strength for their channels. Knowing its weaknesses also plays a vital role for this one.
Patience is a trait that media buyers fail to apply. There are times where they have to rush their partners and garner up unpromising results in an unreasonable time. This isn’t your partner’s fault. And this won’t happen either if only you have the patience to begin with.
The testing phase doesn’t happen instantly in a matter of days only. Give it time so that it’ll yield your real-life expectations. Remember, a little bit of patience goes a long way and it never hurts to give at a little time to process I guess?
The problem with media buyers is that they only stick to what works and call it a day. What I mean is that they test a new partner only on a campaign that they think it’ll work. Of course, it looks like there might be nothing wrong with that, but it’s definitely suicide knowing that you don’t have a backup channel for you to grade a new partner in.
The best thing you can do as a media buyer is to test all channels fairly and evaluate which of them gives the best performance. This is an unbiased way of selecting a new partner if one suddenly enters your door.
Of course, good relationship in a business can bring positivity into the table. However, this isn’t the case for media buyers. When they do business based on “friendships”, for sure media buyers will risk the quality they should’ve opt for.
Preferentialism is a virus that media buyers seems to love to ponder on. This is one of the worst reasons why the media buying industry has gone downhill. When this happens more often, media buyers will greatly risk the potential growth of their brand and supposed-to-be great products will never see the light of day.
Lastly, one of the most common complaint about media buyers is that they don’t want to be held accountable for their own work. At most cases, these kind of media buyers will just splurge money at full thinking that it’ll lead to promising results.
Think of it as a monopoly approach, the more they spend, the more they’ll get paid without knowing the risk of such. Huge amount of money spent on ads will probably head towards inefficient channels or will be wasted on unnecessary things that’s related to media.