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Media Buying
Independence and experience
Because we are an independent agency, with no shareholders or media owner deal structures, we can give our clients the best value media buying without having to fulfil anyone else’s requirements.
We have the knowledge, experience, relationships and reputation to buy as well as any big agency – often better. Our independence means media owners give us deals they simply wouldn’t offer big multinationals. And we challenge any agency to beat us on our rates.
Buying and planning
We believe media buying goes hand in hand with media planning. Understanding your business and knowing your audience are fundamental to delivering successful strategies, which is why we are so research orientated.
We use every tool available; Touchpoints, Target Group Indexes, National Readership Survey, Audit Bureau of Circulations, Neilsen, RAJAR, POSTAR, BARB, ComScore, Google Analytics and more.
Click here to find out more about these systems.
True value
The price of a media purchase is just one aspect in determining true value. Before buying a media campaign we establish the parameters for success and work tirelessly to achieve those objectives.
We work solely from media owner commissions, so you’ll spend less thanks to our buying power and relationships, and it won’t cost you anything to use us either.
You can see what kind of incredible deals we get by joining our late-space mailing list here.
Our expertise
Our senior media buyer’s negotiation expertise, together with our strong relationships with media owners, will give you a better return on your investment.
Our step-by-step media buying model:
1. Develop the media buying strategy.
2. Begin negotiation.
3. Optimise the media schedule against coverage and frequency targets.
4. Identify ways to add value and stretch the budget.
5. Finalise negotiations and buy the media.
6. Post-campaign: produce a media buying report and analyse the results.
Driving value
The cost of advertising varies amongst publications but mainly depends on circulation. We scour the audience and readership data for opportunities to increase value and reduce cost. Using top industry-standard research tools like ABC, JICREG, NRS & TGI, we can identify and develop effective negotiating strategies.
Find your niche
With the unstoppable march of digital media it's easy to overlook the power of the press but there are good reasons to include newspapers when you want to create maximum impact and coverage.
Magazines have become ever more niche. And that’s made it easier than ever to reach a very specific audience, giving you more control, and better results.
Benefit from our relationships
What really makes the difference in this medium is using our relationships with publications to secure the most prominent positions at the best possible rate.
So whether it’s a small but beautiful classified or a double-page broadsheet spread, we’ll get you the greatest value on the perfect spot at the best time.
New ways to watch
According to audience research data, we’re watching more commercial television than ever. What’s changed, though, is how we watch it; on new platforms like online and through on-demand services.
In this new TV environment, factors like programme selection, context and an ad’s position in a break become more important than ever.
Surprisingly affordable
The advent of digital and the increase in commercial channels has driven down the cost of TV advertising to its lowest level in ten years. You can now choose from over 250 channels and analyse the viewing habits of 30 audiences across 16 regions.
TV is traded against specific audiences and the broader the audience, the lower the cost. We have many case studies of successful campaigns that have spent as little as £30K in this impactful medium.
Measurable results
Buying airtime in this dynamic market is an art as much as a science. Our skilled negotiators make sure they are armed with comprehensive research data in order to optimise all our TV campaigns and ensure the best quality programming, most appropriate audience and highest-profile position for your ads.
We always provide extensive post-campaign reports. Our transparency means you can see exactly what you’ve paid for and how effective it’s been.
Why radio?
Radio is a medium that can reach people in many places, at many times, especially in a world of 'ad-avoidance'. Listeners build close relationships with stations, making them a valuable context for brands.
Because it’s an audio-only medium, it stimulates different parts of the brain and studies have confirmed its ‘multiplyer effect’, which can make a campaign punch above its weight when used in conjunction with other media.
Getting the most from the medium
We draw on our years of experience with radio advertising to target your demographic carefully.
Our close relationships with radio stations will ensure great spots for your adverts and the best possible rates throughout your campaign, allowing you to get the most from this brilliant medium.
Achieving the best value
Costs vary from station to station according to their audience reach. A four week campaign on a local radio station might cost as little as £400, whereas the same campaign on a larger regional station might cost upwards of £10K.
We use a wealth of research data and routes to market to deliver outstanding value with our radio partners.
Advertising that surrounds
Tube car panels, bus backs, bus stops and billboards. Ads in shopping centres, on the railways, at airports and all forms of ambient media; outdoor advertising is a great way to brand your company and get your message out there.
Different outdoor mediums suit different jobs and we can help you exploit the right ones for you. Bus backs and tube car panels, for example, have a high retention time, keeping your message in the front of the mind for longer.
New formats
The advent of new formats, new types of printing materials, print effects and innovative technologies like digital posters have increased the opportunities in outdoor advertising.
These advances have improved the ability of posters to deliver highly targeted, impactful and creative campaigns.
Great results
We have many years experience in buying poster advertising. We will identify the best format to achieve your objectives, using posters as both the sole medium and as a support for other media in a campaign.
Whether you want to target your advertising in a single geographic area or carry out a mass market branding campaign nationwide, MWI can make sure you get the most from the great outdoors.
Highly targeted
Cinema allows you to bring brand messages to a highly targeted audience and reach people that an advertisement in another media couldn’t. Movie-goers, for example, typically watch less TV than the average consumer, allowing this powerful medium to reach a unique audience.
Big impact
Cinema has the lowest ‘ad-avoidance’ of all media, with cinema goers appreciating the ads as part of the whole cinema experience. The cinema environment creates an audience in a relaxed yet excited emotional state, focussed on the big screen, and ready to engage deeply with brand messages.
Our expertise
MWI have over twenty years experience in cinema advertising, so we can advise you on everything from audience targeting to ad placement and film selection. Our expertise in planning and shrewd buying ability will deliver the most impactful campaign at the lowest possible cost.
Media buying from Argentina to Zimbabwe
Wherever you want to advertise, we have a reputation for delivering on the toughest assignments all over the world.
We offer worldwide media research, planning and buying services. MWI welcome any brief regardless of language or territory and we cover all industry sectors.
Global media access at your fingertips
Our global media access allows us to be your gateway to effectively reach your target audience.
So whether it’s a national or local newspaper or magazine, a specialist or business-to-business publication, radio, outdoor, TV or digital, we’ve got the whole world in our hands.
Our international team
Our teams are located at our head office in London, in the USA at our Connecticut, Los Angeles and Vermont offices and in Canada at our Toronto office.
30 years of experience
MWI are able to offer unparalleled experience and knowledge of this specialist area in conjunction with our sister agency A.R.T Publicity
A.R.T have worked exclusively with the art world since 1978 and over the years have built up an impressive client list, a singular understanding of the market and a peerless reputation. MWI and A.R.T work as one to deliver online and offline media planning and buying both in the UK and internationally.
Unique benefits
MWI and A.R.T Publicity use the combined expertise of our people to deliver a unique range of benefits to our clients.
We are able to combine substantial planning and buying power and a unique appreciation of the art market borne of strong relationships with all specialist media targeting curators, artists, gallerists, collectors and critics as well as the general public.
We employ strategies that reach the right audience at the right cost that deliver a relevant and motivated audience to your gallery or fair. We are confident that no-one else can deliver such powerful, profitable solutions at such good value.
Above and beyond
Our services go beyond those normally offered by a media planning and buying agency.
MWI believe in adding value as a matter of course, so when we are planning and buying media for an exhibition or art fair we guarantee to add value with the preview brochure by facilitating contra deals and partnerships with media owners, delivering extra value to art fair organisers by reducing the cost of the media buying and building powerful relationships.
For more information about our sister agency and a list of our clients follow this link to A.R.T Publicity.