Brush with a Future Media Buyer
I recently had the opportunity to take a 4-year-old to a playground. I don’t have any kids of my own, so I hadn’t actually been to a playground for years. Things had changed … drastically.
In my day, if someone fell down playing tag, they had to dig the pieces of gravel out from the palms of their hands. These days, if a kid falls down, they just bounce right back up – the ground is made of this soft, springy material that looks kind of like burnt angel hair pasta up close.
The 4-year-old I was hanging out with was building a sand castle. He was having the time of his life running back and forth between the sandbox and the water fountain to get water for the moat. His castle was getting HUGE … There was just one problem – it was right next to a row of ½ buried tires.
Some older kids who were probably around 6-years-old started playing a rousing game of Hot Lava – that game where you can’t touch the ground because it’s actually burning lava that will melt you upon contact – and suddenly, my 4-year-old’s castle was in a precarious position.
One of the big kids met with lava doom right in the second story of the castle.
Stuff like that happens all the time, right? It did even when I was a kid. What struck me as so odd about this encounter was the big kid’s response. He stopped, pointed at the tires near the sand castle remains and said, “Location, location, location.”
What?!!! I almost let an expletive fly. A mantra usually reserved for adults used with such ease and appropriateness – coming from a child? This 6-year-old might just have a future as a PlattForm media buyer. Who else focuses on placement like that?
At PlattForm, no one knows the importance of ad placement like Media Buyers. They’re responsible for buying air time on television and radio stations, and space in newspapers and publications or inserts, line ads, display ads and advertorials for our clients. So, they have to know what works.
They track every ad, down to the minute it runs. And they know which commercials perform the best, and which time slot gets the best results. So, they can tell you exactly which commercial should be run and the approximate time it should air.
They’re constantly building relationships with the media reps they purchase advertising space from. And, they occasionally have to play hardball with those reps to negotiate better rates for our clients.
In a way, it’s kind of like PlattForm Media Buyers make sure our client’s sandcastles don’t drown in a sea of hot lava. And, everyone who was once a child knows how important that is.