Hi, I’m Bob Ottaway, President of Ottaway Digital. I’ve spent the past 20+ years working in both digital marketing and traditional media, helping businesses with everything from SEO to radio ads. If your business is considering scaling up marketing efforts across both physical and digital platforms, it can be challenging to decide on a media buying agency to facilitate your expansion. 

That’s why I’m starting this blog series, which, over the course of several posts, will explain the qualities to look for when hiring a media buying agency. While Ottaway Digital is itself a media buying agency, this guide is intended to help any business, whether or not they choose to work with us, make more informed decisions.

Hiring a media buying agency isn’t just about finding someone with access to ad space. They need to understand your market, your goals, and how to drive quantifiable results across platforms. 

The best place to start is by measuring the agency’s track record. 

Years in business can reveal staying power and an ability to adapt through digital shifts, platform updates, and economic cycles. But don’t stop at longevity, review past campaign portfolios to see evidence of conversion-driven strategies, not just pretty packaging.

Have they worked with brands in your vertical or tackled similar challenges before? A relevant background might translate into faster execution and sharper targeting. 

Whether you’re targeting Gen Z in TikTok feeds or B2B leads in niche LinkedIn groups, the right agency should have the infrastructure and data capabilities to stretch your message across multiple audiences without losing impact.

 

1. How Strong Are Their Media Planning and Buying Capabilities?

When evaluating potential media buying agencies, zoom in on how they build and execute campaigns. “Consumers have made it clear,” adds IntegalAds, “they prefer contextually relevant ads.” 

The right team won’t just place ads, they’ll architect a media strategy built around your goals and your budget and place ads where they have the highest chance of resonating with your target audiences.

Dissect Their Campaign Methodology

Ask for a breakdown of their media planning process. Agencies worth considering will explain how they pull insights, model consumer journeys, and align creative with channel strategy. The best agencies use layered planning across flighting schedules, budget pacing, and message sequencing to create consistent exposure that doesn’t fatigue audiences.

Do they rely on proprietary frameworks or use time-tested templates? Understanding an agency’s methodology will be important for you as you build an understanding of their strategy and decide if it aligns with your business needs.

Evaluate Their Breadth Across Channels

Go beyond the buzzwords. An effective media buying team knows how to work across digital platforms like:

• Programmatic Display
• Social Media Advertising (Meta, TikTok, LinkedIn, Pinterest)
• Video Platforms (YouTube, OTT, CTV)
• Paid Search (Google Ads, Bing Ads)

But mastery of digital should come with fluency in traditional outlets too. TV, radio, print, and out-of-home still command attention when used strategically. 

Wordstream reports “Omnichannel strategies drive an 80% higher rate of incremental store visits for local businesses,” which shows the importance of bringing a multifaceted approach to all modern marketing campaigns. 

Agencies that can integrate both spheres, digital and traditional, are better positioned to optimize campaign performance across the entire consumer journey.

Scrutinize Their Media Mix Planning

Does the agency know when to prioritize reach and when to focus on frequency? This balancing act is at the core of media efficiency. A skilled agency constructs a mix that maximizes exposure without overspending or oversaturating.

Ask questions like:

• How do you determine the amount of spend across channels?
• What’s your approach to ensuring frequency doesn’t lead to ad fatigue?
• How quickly do you adjust channel investment as performance data rolls in?

You want answers that point to real-time adjustments, data-fed reallocation, and strategic testing. Marketing campaigns are evolving entities, and rigid pre-launch media plans set in stone can lead to missed opportunities. 

Agencies that actively rebalance the media mix during a campaign’s lifecycle consistently outperform those that follow a static playbook.

 

2. Can the Agency Truly Understand Who You’re Trying to Reach?

Most campaigns don’t fail because of media buying inefficiencies. They fail because the message doesn’t reach the right people. Without a clear understanding of your audience, no volume of polished ad placements will translate into results.

More Than Demographics: Do They Know What Motivates Your Customers?

Check whether the agency goes beyond age, gender, and location. Deep targeting stems from insights that reflect user behavior and decision-making patterns. 

Ask to see how they build customer personas. Do their personas include a position in the buying process, digital habits, and emotional triggers?

• Customer personas: Are their personas rooted in first-party data, interviews, and tracked behaviors, or are they templates pulled from general marketing assumptions?
• Behavioral data usage: How frequently does the agency test assumptions with real behavior? Do they refine targeting based on page visits, search intent, or previous engagement?
• Audience segmentation: Do they segment audiences dynamically, based on funnel stages or lifecycle models? Or is the segmentation static and broad?

Effective Targeting Makes the Difference Between Impressions and Conversions

Media buying success doesn’t mean hitting more screens; it means hitting the right ones. Agencies that fully understand your ideal customer will achieve lower acquisition costs and improve your ROI. Targeting effectively trims wasted spend and shortens conversion cycles. 

Next time you meet with an agency, ask them: “If we gave you no creative and no media plan, where would you start to understand our audience?” Their answer will reveal whether they’re guessing or informed by real market truths.

 

3. Interrogate Their Numbers: A Media Buying Agency’s Data Game

Media buying has outgrown gut instincts. To generate measurable results, agencies need to build entire strategies on concrete, relevant data. 

Ask direct questions: What data do you collect? How do you analyze it? If you’re not satisfied with the answer, move on. Guesswork doesn’t scale.

Ask to See the Data Trail

The best media buying agencies don’t just launch campaigns and cross their fingers. They monitor every dollar and every click. Insist on visibility into the full performance chain. That includes:

• Impression data: How many people are seeing the ads?
• Click-through rates (CTR): Are those impressions converting into action?
• Conversion tracking: Is traffic becoming leads, purchases, or other valuable outcomes?
• Customer acquisition cost (CAC): How much is being spent to acquire each customer? According to WordStream, the average cost per click on Google ads is $2.69.

Check if performance metrics are tied to business objectives, whether that be generating leads or product sales. A high CTR means nothing if conversions are low. Agencies should adjust spend and targeting based on hard numbers, not hunches.

 

Balance of First- and Third-Party Data

First-party data tells the story of your actual customers. It’s pulled from CRM tools, transaction histories, website behavior, and email performance. Third-party data supplements that with behavioral, demographic, or interest-based insights gathered from external platforms.

An agency operating at a high level will use both. First-party data should shape audience definitions and lookalike modeling. Third-party data should expand reach into new segments and channels. Ask for examples of how they’ve integrated both data types in past campaigns and what the outcome was.

Want to go a layer deeper? Request information about the data tools in play. Are they relying on standard dashboards, or do they build custom attribution models? Do they pull in data from sources like Google Analytics and Meta Business Suite? These things matter.

Conversation around data should be relentless. If the agency doesn’t volunteer details, ask again. When they do, probe further: How do you use this data to shape bidding? Targeting? Creative choices? Their answers will expose whether they’re scientists or storytellers posing as strategists.

 

H2: Conclusion

Choosing a media buying agency isn’t a decision that should be taken lightly. This one choice affects every part of your marketing strategy, from how well your ads perform to how efficiently your dollars are spent. As we’ve explored in this first part of the series, the most effective agencies aren’t just media brokers; they’re strategic partners who bring robust planning capabilities, cross-channel fluency, and deep audience insight to the table. 

They understand that great campaigns are built on more than surface-level demographics or catchy creatives; they’re backed by smart data, real-time adjustments, and a clear focus on measurable outcomes.

As we move forward in this blog series, I’ll dive deeper into other critical aspects to look for, like transparency in reporting, creative collaboration, and how well agencies handle scaling campaigns. Whether you’re just starting your search or re-evaluating a current partnership, this series is designed to help you ask smarter questions and make a more informed choice. Stay tuned for part two.

/* Custom Archives Functions Go Below this line */ /* Custom Archives Functions Go Above this line */

Hello, I’m Bob Ottaway, President of Ottaway Digital. I am both a digital marketing and traditional media expert with over 20 years of experience working on a wide range of projects, from radio ads to SEO marketing campaigns.  

Traditional media which generally includes print publications, traditional journalism, broadcast television, and radio, has long served as the foundation of mass communication.These formats operate within structured networks, governed by centralized production and time-bound distribution. 

In contrast, what makes digital media platforms such as social media platforms, news websites, and streaming services interesting is how they operate with immediacy, interactivity, and decentralized content creation.

This shift from analog to digital has triggered a transformation in how content is produced, delivered, and consumed. Legacy outlets are adapting, often radically, in response to consumers who scroll, stream, and share at the tap of a screen. Readers no longer wait for daily papers; viewers no longer schedule around primetime slots. 

In this blog post, we’ll examine how the digital media landscape is redefining the structures, strategies, and survival of traditional media channels and why understanding audience behavior now determines who stays relevant.

 

Traditional vs. Digital Media: A Comparative Overview

To start, let’s take a look at the characteristics that define the differences between traditional and digital media.

Defining Traditional Media: Static Formats and Linear Flow

Traditional media platforms like newspapers operate within a centralized distribution model and deliver content to passive audiences without soliciting interaction. 

In this model, the message flows in a single direction, from media producers to consumers.

• Print newspapers and magazines: Structured around daily or periodic publishing schedules, these formats offer curated news and features with editorial oversight. Their physical nature limits real-time updates.
• Television broadcasting: Content is scheduled, linear, and dictated by time slots. Although visually rich, television retains a one-to-many broadcast model with limited viewer engagement.
• One-way communication: Information comes from content creators to the audience without real-time feedback or interaction, creating a passive media consumption experience.

 

Defining Digital Media: Interactive, Personalized, and Instant

Digital media inverts the flow. Users select what, when, and how they consume, often contributing content themselves. Distribution takes place across diverse platforms such as websites, apps, streaming services, and social networks, available on multiple devices, particularly mobile ones.

• Mobile and on-demand access: Users download, stream, or scroll through content at their convenience, rather than being tied to a broadcaster’s schedule.
• Interactive and user-centric: Platforms adapt content feeds to match preferences, personalizing things like ads.
• Speed and accessibility: Digital publishing allows near-zero latency; breaking news reaches global audiences in seconds. Searchability enhances access to archived and long-form content.

 

Shifting Usage Trends Across Demographics

Media consumption patterns show clear differences in how age demographics prefer to get information. 

Adults aged 18–29 now cite digital platforms as their primary news source, per Pew Research Center’s 2024 data. In contrast, audiences over 65 continue to rely on cable TV and print publications. 

Professionals, students, and younger consumers gravitate toward mobile-first formats and social media feeds. Meanwhile, traditional media retains a stronger footing in regional and rural markets where infrastructure supports legacy formats with things like newspaper stands.

Device usage also mirrors these trends. A 2024 Pew Research Center report found that 86% of U.S. adults access news through digital devices, with over half doing so daily. In this environment, immediacy, interactivity, and customization drive engagement. All things that traditional media inherently isn’t capable of.

Print Journalism in Retreat: Circulation, Relevance, and the Digital Migration

Falling Circulation and Advertising Revenue

Since the early 2000s, the print journalism industry has recorded a steady and measurable decline. According to data from the Pew Research Center, daily newspaper circulation, both weekday and Sunday combined, fell from approximately 55.8 million in 2000 to less than 24.3 million in 2020. This downward trajectory continues as digital readership expands.

According to Forbes, in 2005, U.S. newspaper advertising revenue stood at $49.4 billion. By 2020, it had plummeted to $8.8 billion. The majority of these ad dollars have shifted to digital platforms such as Google and Facebook, which collectively dominate the digital ad market and generate almost $90 billion in revenue a year, according to Quartr.com.

 

Digital-First Generations and the Departure from Print

Younger readers aren’t picking up newspapers. A 2024 survey by Reuters Institute shows that just 5% of 18–24-year-olds across 46 markets read a print newspaper weekly. Contrast that with 30% who access digital news via social media daily. 

The generational divide has recalibrated content delivery preferences: speed, accessibility, and personalization define the modern news experience.

Instead of reading front-page editorials, younger audiences scroll curated feeds. Algorithm-informed consumption habits have conditioned users to expect instant, bite-sized updates, not the in-depth column layouts of print pages. 

This shift isn’t cyclical, it’s structural. Habits once based on columns and broadsheets have been replaced by push notifications and trending tabs.

 

Strategic Shifts in Publishing Models

Many print publishers have already changed their strategies, starting to step away from physical copies of their papers. For example, The Independent in the UK ceased its print edition in 2016 and now exists exclusively online. The USA Today Network has cut back on print delivery days in multiple markets in favor of app-based distribution.

• Physical infrastructure, from printing facilities to distribution vans, now sees reduced investment.
• Newsrooms prioritize real-time content updates, SEO optimization, and newsletter engagement.
• Print deadlines have grown irrelevant; digital publishing operates on the minute-by-minute pulse of social trends and breaking developments.

Publishers today are paying close attention to metrics. When pageviews, and engagement rates guide editorial decisions, the print calendar, which is much harder to track things like engagement on, loses its importance. 

Headlines today must be crafted not just for print readability but for digital searchability.

 

Digital News Platforms Redefine the Information Ecosystem

New Players, New Models: Who’s Leading The Shift

Online-native publishers have surged, often outpacing legacy outlets in reach and agility. Brands like BuzzFeed News (until its closure in 2023), Vox, HuffPost, and Vice News have built large digital-first audiences, shaping the editorial tone to match internet culture. 

Blogs, once dismissed as informal, now hold niche influence. Tech blogs like TechCrunch and political analysis sites such as FiveThirtyEight rival traditional outlets for authority among specialized audiences.

Live-streaming and video-first platforms—including YouTube, Twitch, and Facebook Live—have enabled both professional and independent creators to broadcast news events in real time. This model strips away traditional barriers to entry and allows journalists to bypass scripted formats entirely, bringing unedited footage from current events directly to viewers.

 

Speed and Multiformat Delivery: Real-Time is the Default

Timeliness no longer belongs to television bulletins or the morning paper. Digital news outlets now publish live blogs, push notifications, and short-format video updates within minutes of an event. 

For example, The Guardian and The New York Times run dedicated live pages covering elections, conflicts, and major announcements, updating content minute by minute.

• Short-form video, like segments on TikTok or Instagram Reels, breaks down complex news into digestible clips for younger audiences.
• Live audio rooms on platforms like Twitter/X Spaces and Clubhouse allow real-time commentary and interviews during unfolding events.
• Interactive timelines personalize story relevance on content-heavy platforms like Google News.

 

From Passive Reading to Active Engagement

Digital formats aren’t just faster, they’re participatory. Comment sections, reader polls, embedded social media, and instant feedback loops have turned once-passive readers into active participants. 

Interactive graphics, such as coronavirus case maps or election simulators, give users control over how they interpret data. These aren’t just visual supplements, they change how users internalize and prioritize news.

Surveys conducted by the Pew Research Center in 2024 revealed that over 85% of U.S. adults prefer to engage with stories that integrate video, data visualization, or interactive components, rather than plain-text formats. Digital-native organizations have leaned into this, optimizing long-form content into modular pieces users can navigate non-linearly.

So ask yourself, when was the last time you sat through an entire printed editorial uninterrupted? Chances are, you swiped, skipped, or scrolled instead. That shift in behavior didn’t happen by accident; digital platforms engineered it.

 

Rethinking the Newsfeed: Social Media Platform’s Role in Information Distribution

Social Networks Replace the Front Page

Popular social media platforms like Twitter, Instagram, and TikTok have moved beyond being platforms for personal updates or entertainment, they increasingly function as primary news sources. 

According to the Reuters Institute Digital News Report 2025, 30% of people globally use social media as their main way of accessing news, a figure that rises to over 50% among those aged 18–24. 

According to Oberlo, TikTok is the fastest growing in this area, used for news by 20% of 18–24-year-olds, and growing in users by a steady 2% every year. These platforms do not just redistribute journalism; through shares, they determine what gets distributed at all.

 

The Rise of Peer-Shared and User-Generated Reporting

News breaks on social media before it hits traditional outlets. Livestreams, amateur footage, and eyewitness accounts, especially during unfolding events, generate rapid user engagement and spread. 

For instance, the 2022 war in Ukraine saw citizens using smartphones to report real-time updates, bypassing conventional news outlets entirely. Content shared by citizens often has immediacy, location-based authenticity, and emotional resonance that professionally edited reports may not replicate.

• Instagram Stories and TikTok videos report protests, disasters, or breaking events within moments of occurrence.
• Reddit and Discord channels host primary-source discussions that often precede formal news coverage.

 

The Role of Social Signals in Framing Narratives

Likes, shares, retweets, and comments don’t just evaluate content, they influence visibility, shape narrative trajectories, and assign relevance. 

When a post receives high engagement, it gets surfaced by algorithms, then enters broader public discussion. This mechanism impacts editorial decisions in traditional newsrooms as well, which increasingly monitor social trends to guide coverage priorities.

On Facebook, for example, news articles promoted by user engagement outperform those chosen by editors in terms of reach. A Pew Research Center study in 2024 found that 53% of U.S. adults “often” or “sometimes” get news from social media, but only 29% trust the information. This creates a dynamic where popularity drives exposure, regardless of veracity.

The feedback loop between user interaction and algorithmic amplification creates new power structures in public discourse. Instead of a central editorial voice shaping the news agenda, thousands of micro-signals crowdsource relevance through interaction.

 

How Digital Media Has Transformed Consumer Behavior

On-Demand and Mobile-First Habits Redefine Media Consumption

Consumers no longer passively wait for scheduled programming. Instead, they initiate media experiences exactly when and where they want. 

According to a 2023 Deloitte Digital Media Trends survey, 82% of U.S. consumers subscribe to at least one paid streaming video service, and 23% subscribe to four or more. Smartphones anchor this shift—over 60% of global digital video views now happen on mobile devices, based on Statista’s Q4 2023 data.

Traditional media’s linear broadcast structure can’t satisfy this on-demand expectation. Audiences want content that fits into micro moments—morning commutes, lunch breaks, or late-night scrolls. This behavioral pivot erases time and format boundaries, allowing digital technology platforms to match each user’s personal schedule and mood.

 

Multiscreen Behavior Becomes Standard

Single-screen engagement has become the exception, not the rule. A report by Nielsen in 2022 found that 88% of Americans use a second digital device while watching TV. 

Users check live stats during sports broadcasts. They skim trending hashtags and browse e-commerce platforms. This is all influenced by what they see on screen.

This multiscreen dynamic alters how content is both made and consumed. TV producers now integrate strategies typically seen on social media into live programming, anticipating that distracted viewers need layered stimulation to stay engaged. 

Meanwhile, advertisers target audiences simultaneously across platforms, knowing attention is split yet synchronized.

 

Short-Form, Visual-First Formats Gain Popularity

Swipe-driven platforms like TikTok, Instagram Reels, and YouTube Shorts have trained users to expect concise, image-rich storytelling. Byte-length videos dominate Gen Z attention spans; research by CTAM shows that most people under 30 prefer watching short-form clips over full-length shows when discovering new content.

Stories under 60 seconds stand a better chance of being watched to completion. Visual-first doesn’t just mean video, it includes memes, GIFs, infographics, and carousels designed to convey maximum information in minimum time. This consumption pattern deprioritizes long reads and editorial depth in favor of immediate, often ephemeral engagement.

• Consumers dictate when, where, and how content fits into their lives.
• Attention spans split across multiple devices and media channels.
• Visually engaging, snackable content drives discovery and sharing content.

 

Conclusion

The rise of digital media hasn’t just disrupted traditional formats, it has fundamentally reshaped the architecture of communication. Audiences no longer passively absorb news and entertainment; they curate, comment on, and in some cases create it themselves. 

Legacy outlets that once dominated the airwaves and newsstands now compete with influencers, algorithms, and real-time content creators. What was once a top-down industry is now a constantly shifting ecosystem, powered by user preferences, platform design, and instant feedback loops.

As we move further into 2025, the gap between traditional and digital media is sure to continue to increase, but survival for all media companies depends on adaptability. Traditional media isn’t vanishing, but it’s evolving into hybrid models that meet audiences where they are.

Whether through interactive storytelling, algorithm-informed editorial strategy, or social media integration, the future of media belongs to those who can balance credibility with immediacy, depth with brevity, and structure with fluidity.

/* Custom Archives Functions Go Below this line */ /* Custom Archives Functions Go Above this line */

Many consumers dislike ads that distract them from reading an article, browsing a website or watching a video. Traditional ads are more appealing as it gives the person the ability to choose, to a degree, whether or not to take in the ad. Consumers can choose to look at or avoid print ads, flyers or direct mail pieces, they can even turn the TV channel or radio station during commercials.

There is no doubt that digital advertising has its benefits and should be a part of your marketing plan, but, if done right, traditional advertising can benefit your business in ways that digital can’t. Traditional advertising helps to acquire new customers and stimulates awareness through sharing on social media and word-of-mouth.

Here is how traditional advertising will help your business grow:

• Promote your Website: Mention your website URL multiple times in your radio ad and feature it at the bottom of your TV or print ad. You can also include it in direct mail pieces.
• Landing Pages: Create a specific landing page for each ad campaign. This will enable you to craft a consistent call to action. This will help navigate the visitor to the product/service and increase purchase chances.
• Track your Traditional Advertising: You can use codes in print ads and surveys of customer awareness or perception to see which campaigns get you the best results. That way, you can focus your time and money on the most effective formats for you.
• Consistent Branding: Whatever works best for you, ensure that your entire advertising campaign conveys a consistent brand message. Use the same colors, fonts, style and throughout your advertisements to establish your position in the prospect’s mind.
• Digital & Traditional: You can get the best of both worlds by using an integrated approach. You can boost productivity in your business, increase customer attention time, and improve customer acquisition and sales.

Here are our tips on choosing a traditional advertising agency to take your business to the next level.

Tips for Choosing The Best Traditional Advertising Agency

Choosing an advertising agency that can use traditional forms of marketing effectively is crucial. Their agency model will affect your brand image and advertising, so make sure you choose the right agency.

Following are a few tips for choosing a traditional advertising agency:

1. Advertising Agencies: Make a list of all the advertising agencies you think can help you grow your business. Shortlist those agencies based on the following tips.
2. Advertising Needs: First, prioritize your advertising needs and list all the specific advertising needs such as increase in visibility, attract visitors, or get more leads. This will help you choose the best advertising agency to deliver the best results.
3. Communication: In this day and age, it’s not uncommon for “agencies” to be one person working out of their home. When this is the case, communication can be difficult. Make sure that your agency is in a fully staffed office so that you can rest assured that help is always there.
4. Case Studies: You should ask for case studies similar to your business. They will help you understand how well they perform in your type of industry. Advertising agencies can be top-notch, but they are not necessarily best for you.
5. Local: Are they based in Detroit? If not, what kind of staff do they have? Are they a good fit for you?
6. Client List: Who are their clients? Will your account be important to them? You need good strategy and top service. If you’re a small account, you might get “leftovers”

Traditional ad agencies work with television, radio, direct mail, billboards, and print. As a result, they can reach the local and national, even international, audiences. Select an advertising agency that can help you reach every corner of your targeted location with the help of these tips.

Conclusion

There is no doubt that digital advertising continues to grow, however traditional advertising is not going away. It is the best fit for many businesses. Current media trends prove that old-school offline advertising works. TV, radio ads, outdoor billboards, print ads, and direct mail all continue to add value to advertising strategies.

Choosing the right advertising agency can often make a significant difference in brand image and acquiring new customers. Take a good look at your options to make sure you partner with the right advertising agency that can take your business to the next level.

/* Custom Archives Functions Go Below this line */ /* Custom Archives Functions Go Above this line */