Media Buying
Bahasa Indonesia: Pembelian Media
The process of purchasing advertising inventory — digital (Meta, Google, TikTok, programmatic) or traditional (TV, radio, print) — to reach a target audience.
Definition
Media buying is the strategic purchasing of advertising space to reach a specific target audience with a specific message. In digital media buying, this includes purchasing placements on Meta (Facebook/Instagram), Google (Search, Display, YouTube), TikTok, LinkedIn, programmatic exchanges, and native ad networks. Effective media buying requires: audience analysis and segmentation, channel selection matched to target audience behavior, budget allocation across a media mix, bid strategy optimization, creative testing, and performance monitoring to reallocate budget toward what works.
Definisi dalam Bahasa Indonesia
Pembelian media adalah proses strategis membeli ruang iklan — digital (Meta, Google, TikTok) atau tradisional (TV, radio, cetak) — untuk menjangkau audiens target dengan pesan yang tepat.
Konteks di Indonesia & Southeast Asia
Di Indonesia, media buying digital didominasi oleh Meta Ads (FB/IG), Google Ads, dan TikTok Ads yang berkembang cepat. Programmatic melalui DV360 atau The Trade Desk tersedia untuk budget lebih besar. TV masih relevan untuk mass brand awareness di Indonesia, tetapi ROI terukur semakin ke digital.
Questions & Answers
- What does a media buyer do?
- A media buyer researches and purchases advertising placements that reach the target audience efficiently. In digital media, this means setting up and optimizing campaigns on platforms like Meta, Google, TikTok, and LinkedIn — including audience targeting, bid strategies, budget allocation, creative testing, and performance reporting. A good media buyer continuously reallocates budget from underperforming to overperforming placements.
- What platforms should media buyers in Indonesia focus on?
- For most Indonesian advertisers: (1) Meta Ads (Facebook + Instagram) for the widest reach and lowest CPM, (2) TikTok Ads for 18–35 audience and high engagement, (3) Google Search for bottom-funnel intent-based traffic, (4) Google Display/YouTube for awareness, (5) LinkedIn for B2B senior targeting. Start with Meta + Google Search as the foundation, then expand.
Related terms
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