It also includes price negotiation and the appropriate placement of ads based on research to reach the right audiences considering the product, service and message being advertised.
Media buyers target these areas to align broadcast purchases with geographic regions most relevant to the advertiser's audience, which helps to optimize ad exposure and efficiency.
An experienced DRMB knows which stations generate a specific quantity of response and knows within reason, the break even point of the expenditure versus the return.
With that information, the DRMB is efficient in negotiating a functional rate and in purchasing media from the appropriate stations.
This includes research on the target audience and what type of medium will work best to reach the largest number of consumers with the most effective method.
In 1999, WPP Group created MindShare from the media departments of its two advertising networks, Ogilvy & Mather and J Walter Thompson, now JWT.
With the conglomeration of major marketing services holding companies and the movement among top executives from them during the Financial crisis of 2007–08, a number of small to midsize media buying agencies in the US have since been given equal opportunity to compete for media buying business once only considered serviceable by the largest of Advertising agencies.