The Best Media Buying Platform 2024
Imagine a supershop with a variety of Brands. You enter the shop and get to see all the brands in front of you. Won’t you be confused when choosing a brand? You definitely will be. But, if you knew this brand’s specialty, which one aligns with you, it would be easier for you, isn’t it?
This digital advertising world is similar to the super shop with a variety of brand— platforms such as Facebook, Twitter, Google, TikTok, and so on. If you are struggling to choose your advertising platform, then, I got your back! In this blog, I will walk you through all the media buying platforms, their ad type, and why you should choose! So, let’s get started.
Media Buying Platform- Meta
Facebook has over 2.7 billion active users and is one of the most popular media buying platforms. It allows different types of ads with advanced targeting options for media buyers.
Platforms of Meta
- Messenger
Facebook Ad Type
- News feed
- Marketplace
- Suggested video
- Right column
- Stories
- Instant Articles
- In-stream videos
Why Should You Choose Facebook as a Media Buying Platform
Facebook has a large user base, which allows marketers to reach most of their target customers.
- Facebook offers to target audiences based on demographics, behaviors, life events, interests, and lookalike audiences. With this variety of options, a marketer can ensure that their product reaches the right audience.
- Facebook allows advertisers to make creative and engaging content. They offer different ad types, like image ads, video ads, carousel ads, or collection ads. It helps to capture the attention of your target shoppers and get them excited about your product or service.
Media Buying Platform- Google
Google allows marketers to display ads across Google’s ecosystem, including the search engine, YouTube, and partner websites.
Google Ads Placement
Ads created with Google Ads can be delivered through several networks, including:
- Google Search Network
- Google Display Network
- Google Play
- Google Maps
- YouTube
Why Should You Choose Google as a Media Buying Platform
Google Ads offers to show your ad based on keywords. If you can target the right keywords for your business, it may ensure high conversion rates for your business.
- Google search ads have the highest CTR compared to display ads and Facebook ads.
- You can do remarketing on Google Ads, which allows you to reconnect with users who have interacted with your brand before.
Media Buying Platform- Amazon
Amazon is one of the largest e-commerce platforms, allowing advertisers to promote their products through ads. Amazon has access to rich consumers and this platform leverages this power. This platform enables the customer to connect to the seller.
Platforms of Amazon
Amazon shows the ads across Amazon’s various platforms:
- Amazon Prime
- Kindle
- Fire Tablets
- Amazon.com
Why Should You Choose Amazon as a Media Buying Platform
- Increased visibility of your business among shoppers
- It allows to target shoppers based on different targeting options, like keywords, shopper interests, demographics, and even specific products.
- It operates on the PPC model (Pay Per Click), hence it is cost-effective
- Amazon also provides different metrics to analyze ad performance.
Media Buying Platform- LinkedIn
LinkedIn is a community for professionals. LinkedIn ads offer access to LinkedIn social networks through various sponsored posts and other methods. LinkedIn Ads is a powerful marketing tool for B2B companies to build leads, online recognition, share content, and more.
LinkedIn Ad Type
- Lead Generation ad
- Dynamic ad
- Single Image ad
- Event ads
- Video ads
- Carousal ads
- Conversation ads
- Single job ads etc
Why Should You Choose LinkedIn as a Media Buying Platform
- It helps to increase your brand’s visibility online among professionals
- LinkedIn is a powerful tool for generating B2B leads to increase your sales and build connections.
- With LinkedIn ads, you can target by job titles, locations, industry levels, and more.
- It will help you reach out to the best candidate for your company
Media Buying Platform- TikTok
TikTok was launched in 2016 by ByteDance, currently available in more than 150 different countries. With a reported 1 billion daily users, TikTok has become one of the platforms for marketers to consider to reach the target consumer. TikTok has enabled TikTok ads by which advertisers can promote their business.
TikTok Ads Type
- In-feed Ads
- TopView Ads
- Brand Takeover Ads
- Branded Effects
- Branded Hashtag Challenge
- Spark Ads
Why Should You Choose TikTok as a Media Buying Platform
- It is one of the affordable ways to get your messages to your audience
- Tiktok ads offer increased visibility
- It gives freedom to customize ads, creating more engagements
- It helps to create a buzz with different hashtag challenges.
Media Buying Platform- Pinterest
Pinterest is commonly referred to as a social media platform, but it also functions in the same way as search engines like Google.
Pinterest has about 450 million active users every month (MAUs), and a growing number of consumers. Hence, advertising on Pinterest makes sense if you want to diversify your paid media mix. Even, it is a good platform for selling your product as well.
The data says,
“Shoppers on Pinterest spend 2x more per month than people on other platforms.”
Types of Pinterest Ads
- Idea Pins
- Try on product Pins
- Promoted Pins
- Rich Pins
- Collection Ads
- Pinterest Carousel Ads
- Shoppable Product Pins
Why Should You Choose Pinterest as a Media Buying Platform
- Pinterest is specifically designed to encourage users to discover new products, explore projects, and uncover gift ideas
- The platform offers creative ad formats, significant audience reach,
- With Promoted Pins, advertisers can tap into this content-discovery mindset and connect with audiences who are ready and willing to try new products.
- Advertisers can launch tactical keyword strategies, utilize their Pinterest boards and profiles, and optimize their product pages for SEO purposes
Media Buying Platform- Twitter
Like most social media platforms, Twitter is one of the best places to find and engage your target audience. Twitter ads have gone through multiple significant changes in the past five years.
The core of its popularity lies in the fact that people can engage with highly influential people online. Specialized individuals working in various fields put out valuable tweets, share articles, engage in Twitter spaces, and more.
Twitter also allows you to create and launch ads to build your follower list, drive leads and sales, and increase engagement using the platform’s abundant ad formats.
Types of Twitter Ads:
- Promoted Tweets
- Trend Takeovers
- Promoted Accounts
Why Should You Choose Twitter as a Media Buying Platform
- The Twitter platform pays for performance. That means, You only pay for the results
- You can create campaigns to target people who have used a particular keyword
- One of the best features of Twitter advertising is that you can create tailored audiences by targeting people who follow influencers in your niche
- The cost per click (CPC) on Twitter ads is fairly low—probably the lowest you can get on any platform.
Media Buying Platform- Bing
Microsoft Advertising (formerly Bing Ads) is a powerfully underrated advertising tool for businesses. While Google remains king of search with the vast majority of the market share, Microsoft Ads is in second place.
Types of Microsoft Ads
- App Install Ads.
- Expanded Text Ads.
- Dynamic search ads.
- Microsoft Advertising in Bing Smart Search.
- Microsoft Audience Ads.
- Multimedia Ads.
- Product ads.
- Responsive search ads
Why Should You Choose Microsoft as Media Buying Platform
- Microsoft Advertising is a powerfully underrated pay-per-click (PPC) advertising tool for businesses. With 1 billion unique visitors each month, It comes second in the global search market.
- if you’re targeting PC users, Bing may be perfect for you. According to Microsoft Search Network data, the platforms boast 14.7 billion monthly PC searches and 653 million unique PC users.
- The search engines associated with Microsoft Advertising have a smaller audience segment. These lower search volumes mean less competition for ideal placement and fewer other advertisers increasing the cost of your ads.
Thats the top media buying platforms in 2024. To be a successful media buyer,
Don’t forget to test the platforms to find the best ones for your business.
Digital Media Buying is a crucial aspect of advertising, involving the purchase of digital advertising space on platforms like Facebook, Google, TikTok, etc., to reach and engage with the target audience effectively.
Facebook, with over 2.7 billion active users, offers diverse ad types, advanced targeting options, and the ability to create engaging content, making it an ideal platform to reach a vast audience and capture attention effectively.
Google, through Google Ads, provides the opportunity to display ads across its ecosystem, including Google Search Network, Google Display Network, Google Play, Google Maps, and YouTube, with advantages such as keyword-based targeting and high CTR.
Google Ads covers a vast ecosystem, including YouTube, while Microsoft Advertising focuses on Bing and associated search engines. Google Ads has higher search volumes, while Microsoft Advertising offers lower competition and is beneficial for targeting PC users.
TikTok Ads, with various ad types, provide increased visibility among its 1 billion daily users. It’s an affordable option with customization features, making it suitable for creating a buzz and engagement through hashtag challenges.
