Maya Raj Andreadis
President/CEO at Andreadis Advertising
What services does your company provide?
Media Buying and Planning, Social Media
About Andreadis Advertising:
Media Planning and Buying agency specifically tailored to meet individual needs of clients. From traditional to digital, we’ve helped large and small business achieve marketing success.
The Biggest change in marketing that I see coming in the next 5 years is?
Becoming experts in changing technology. As the industry is changing daily, you have to be ready to adapt and re-learn best practices of new and trending media.
What percent of your advertising service offerings does media buying make up?
What makes your company unique?
Personal relationships in the markets we work in. From establishing win-win scenarios for the client and platform, we always strive to stretch the marketing dollar in thoughtful and unique ways.
What was the biggest obstacle you had to overcome in your business?
The crash of 2008. Having a large automotive client, I had to rethink how to continue to be profitable. Merging into other industries that were recession proof played a big part in this.
How did you get started doing media buying and planning?
I actually started on the television side. So I was an account executive. I did research in marketing for the TV station. And after 10 or 15 years at the TV station, I started my own agency and really kept those relationships with the whole entire market which really helped to build my agency and build clients from there.
What are the primary skill sets that you need to be in a position of media buyer media planner?
I think you need dedication, determination, but a strong research background. Definitely be willing to look behind the numbers and to see what’s making up certain kinds of consumers so that you can make sure not only that you get the numbers that you want, but you get the right types of buyers for your product or service.
What types of tools did you utilize or have utilized in your career that help you do research or place media?
I’ve used SmartPlus for several years. I’ve Strata for several years. Obviously, Nielsen Scarborough data and Marshall Marketing have been very effective in my media buying. I really take a research approach to most of it and a qualitative approach to match with the numbers.
What’s the biggest change you see coming to media post-COVID?
I think everybody’s sort of on stand by right now. Every media buy is fluid and so you have to negotiate with the stations up front to be able to kind of have an out if things go in a different direction. So it’s just really creating those partnerships and making sure that everybody is on the same page.
What advice would you have to give somebody who is entering the career and would like to follow in your footsteps and be a media buyer?
I think just going back to relationships, that’s one thing that can really make or break any media buy is having the stations be able to work for you and not against you. Not as, you know, them against us, but it’s always trying to do the best that’s for the client. So working the relationships and really understanding the programming and the research that goes behind each buy.
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