Negotiating the buy, not just placing the ad.

Running ads means setting up campaigns on a self-serve platform at published rates. Media buying means negotiating directly with stations, networks and outdoor operators over rate, placement, flight dates and added value. On broadcast and outdoor the rate card is a starting position, not a price.

Sometimes, and often not. It works when your audience is defined by something other than job title, by a trade, a life stage or a geography, and when you have enough budget to buy meaningful frequency. Buying a handful of spots produces nothing, and we will say so rather than take the booking.

By finding out what the audience actually consumes rather than inferring it from demographics. On one engagement we surveyed the client's own customers, who told us they were watching Twitch. Not a platform anyone would have predicted for that category, and not one we would have reached by reasoning from demographics.

Better than most people assume, though never as cleanly as paid search. Distinct landing pages and numbers per channel, matched-market comparison, and correlating spend flights against lead volume all work. Anyone promising click-level attribution on a radio buy is overselling.

There is no fixed floor, but there is a practical one: below a certain weight a broadcast or streaming buy cannot produce enough frequency to be noticed. We will tell you where that line sits for your market before you commit budget.