What is Alternative Media Buying?

Alternative Media Buying refers to the identification and purchase of ad space, just as in regular Media Buying, but in alternative channels such as alternative app stores from OEMs as Xiaomi, Oppo, Vivo, etc.

 

Why is Alternative Media Buying important?

Alternative Media Buying is important to leverage new audiences and goes beyond the money transaction for ad space, it can create impactful relationships with media owners resulting in greater reach with less investment enabling conversions increase and demonstrating high ROI to clients and stakeholders.

Alternative Media Buying (AMB) refers to the process of purchasing advertising space through nontraditional channels and platforms outside the usual channels like television, radio, and print media.

AMB uses innovative digital platforms, niche networks, and emerging technologies such as VR or AR to reach target audiences more engagingly and effectively. It is now an increasingly essential strategy among advertisers seeking to extend the reach and impact of their campaigns.

 

Key channels in alternative media buying

Programmatic advertising: Programmatic advertising involves automated, data-driven ad buying and selling in real-time using algorithms and machine learning technology. Programmatic platforms help advertisers precisely target specific audiences while increasing engagement levels for higher ROI results.

Social media: Instagram, TikTok, Snapchat, and LinkedIn offer advertisers flexible ad formats and advanced targeting options, enabling them to target specific demographics while engaging users through interactive content, influencer partnerships, or sponsored posts.

Influencer marketing: Establishing relationships with influential figures allows brands to take advantage of the trust and authority these figures enjoy with their followers. It also enables them to create authentic engagement with them while reaching niche markets with ease. This tactic has proven wildly successful at reaching niche demographics quickly and effectively, acquiring unique audiences.

Native advertising: Native ads blend seamlessly into the content on each platform, allowing them to appear for an uninterrupted user experience. Ads may take the form of sponsored articles, videos, or social media posts that align with their surroundings while offering non-intrusive sponsorship options for articles, videos, or posts that match what the surrounding content looks and feels like.

Podcast advertising: Podcast advertising provides advertisers with an effective platform to reach engaged, loyal audiences. Ads can be dynamically integrated into episodes based on listener demographics. Many podcast hosts deliver advertisements themselves for maximum credibility and impact.

Connected TV and Over-the-Top platforms: As traditional TV viewership declines, Connected TV (CTV) and Over-the-Top (OTT) platforms such as Hulu, Roku, and Amazon Fire TV provide alternative methods of reaching audiences via streaming content delivery systems like Hulu or 

Roku with targeted advertising options and comprehensive analytics to reach viewers via streaming media services like these platforms.

 

Benefits of buying alternative media

Targeted reach: Alternative media channels offer sophisticated targeting capabilities, allowing advertisers to target specific audience segments based on demographics, interests, behaviors, and more.

Increased engagement: Unique advertising formats and interactive content on nontraditional media typically lead to greater user engagement than conventional forms.

Cost-effectiveness: Alternative media buying can offer more cost-efficient options for smaller businesses or those targeting niche markets, particularly when combined with real-time performance monitoring capabilities and budget optimization capabilities.

Flexibility and adaptability: Advertisers have the flexibility and adaptability necessary to quickly change their strategies and creative content in response to shifting market conditions, trends, or consumer preferences.

 

Challenges and considerations

Fragmentation: With so many media platforms now available to marketers and advertisers alike, fragmentation can often present an obstacle to managing and measuring campaigns across them.

Ad fraud: Programmatic and digital advertising’s automated nature increases the risk of fraudsters falsifying advertising data and committing ad fraud. To combat this threat effectively, it’s vitally crucial that advertisers implement secure verification and fraud-prevention practices.

Brand safety: Ensuring ads do not appear alongside inappropriate or dangerous material requires meticulous planning and oversight.

Alternative media buying can be an innovative and efficient form of modern advertising, offering new paths for brands to connect with audiences.