“Inside Look” with Dan Santa Lucia on Media Buying Tips

Dan Santa Lucia
Media Buyer/Account Supervisor
Website Address: www.linkedin.com/in/dansantalucia

On “Inside Look,” our host Mike White talks to experts in the media buying industry. This week, Mike talks to Dan Santa Lucia, a media buyer/planner and account supervisor with local and regional accounts across the country.

What is media buying and planning?
Media buying is what it sounds like, you’re buying media for your clients. What I like to do is have a meeting with
our clients figure out their goals or objectives, what they’re trying to accomplish and how they measure success.
From there it’s basically putting a puzzle together.

What’s the difference between media planning and media
I look at media planning as the first step. You’re planning the media, you’re putting the puzzle together, creating the
picture of the entire plan by utilizing several different mediums such as television, radio, print, outdoor, digital,
including promotional opportunities and putting it together in a plan to present to the client to get final approval. The
buying part is submitting the insertion orders to those reps to purchase the media and reserve the inventory.

How does the process of buying TV compared to outdoor as well as radio work? Is it the same or different?
With outdoor you have to look at where the actual billboards are and see how many impressions are coming in.
Television and radio are a little bit different because you have different day parts to look at because some
demographics are geared towards a certain station and a certain day part. Same with television. There’s various
different networks, different programs and they’re in 30 minute to an hour increments. Looking at the specific day
time, the day part and specific programming and even news and live sports and putting it all together.

What are some of the tools that you utilize to effectively plan and buy media?
Scarborough Research is a great place that I start out with, utilizing what my client’s target audience is consuming.
Are they listening to radio, if so where in radio? What formats are they listening to, what day parts do they listen to
on TV, is there specific programming that they watch. If we’re looking for some outdoor we want to know what
routes are they traveling by? You can buy a great billboard but if no one is driving on that road, no one can see it.
You want to plan accordingly to that client’s location.

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