What is advertising booking? What are the common forms currently available?

What is advertising booking? In this article, Right Media will help you understand this concept and point out the popular booking methods available today so you can save costs and succeed in your marketing campaigns to promote your brand.

What is advertising booking?

Booking advertising is the process of purchasing space or time on media channels to deliver a marketing message. These channels may be owned by third parties such as television stations, newspapers, social media pages of celebrities, or entities that own public spaces (outdoor billboards).

Many people often confuse booking ads with running automated ads (like Facebook Ads or Google Ads). Here's how to differentiate them:

• Run automated ads: You use a machine learning algorithm to bid on display positions based on user data.
• Booking advertising: You work directly with people (Media Owners or Agencies) to finalize a fixed location, a specific time, or a guarantee of credibility (for example, an article by a leading expert).

The strategic role of advertising booking for businesses.

Why do large corporations like Coca-Cola, Samsung, and VinFast still spend billions of dong on advertising bookings despite their already high level of fame? Here's the answer:

• Breaking down algorithmic barriers: Social media platforms are increasingly tightening organic reach. Booking ads on large Fanpages, community groups, or through influencers allows your message to reach millions of people instantly without waiting for algorithmic distribution.
• A guarantee of trust: When a product is featured by a reputable newspaper like VnExpress or a VTV program, customers automatically understand that the product has been verified. This is an "intangible" value that conventional automated advertising methods struggle to provide.
• Creating an "Ombi-channel" effect: Booking advertising allows you to be present everywhere customers go, such as on Facebook, heard on the radio while commuting, seen on billboards at intersections, and read in online newspaper reviews during lunch breaks. This frequent presence creates the impression of a strong and trustworthy brand.

The most popular forms of advertising booking today.

We can divide the world of booking into main groups based on channel characteristics:

Press and news group

This is a "classic" approach, but it never goes out of style thanks to the power of SEO and credibility.

• Booking PR articles: Write a story about your business and product solution and publish it in relevant publications.
• Booking Banner: Place promotional images on the homepage and category pages to attract clicks to your website.
• E-magazine: The in-depth article format, combined with attractive graphic design, enhances the visual experience for readers.

Television and radio group

Intended for mass coverage:

• TV commercial: Show commercials during breaks in movies and game shows.
• Program sponsors: The brand logo appears on the backdrop, in the MC's thank-you message, or on products used directly during the event.
• Radio systems: Highly effective for middle-aged customers or those who drive frequently.

Social media groups and influencers

A fertile ground for youthful, creative campaigns.

• KOLs/KOCs: Book a celebrity to review or test a product.
• Popular Fanpage/Community: Post on groups with shared interests.
• Livestream: Hire celebrities to livestream and sell products directly on TikTok, Shopee, and Facebook.

Outdoor advertising group

Create a physical presence in the lives of your customers.

• Pano/Billboard: Signage along the main roads.
• LED building: Showing advertising clips on the glass surfaces of tall buildings.
• Transit: Advertisements are posted on buses, taxis, and airplanes.

Advertising group in buildings

Reaching customers in confined spaces and during waiting times.

• Elevator LCD/Frame: This format has a very high recall rate because customers don't have many entertainment options while in the elevator.

How to read and analyze a media kit before booking.

A media kit is the "profile" of a media channel. A professional advertising booker needs to pay attention to the following parameters:

• Impression/Traffic: Total monthly views/visits.
• Demographics: Demographics (Age, gender, geography, income of the reader).
• Top Interests: What are the viewers of that channel most interested in (Technology, beauty, or finance)?
• Engagement Rate: Engagement rate (especially important when booking social media). A page with 1 million followers but only 10 likes per post is a "junk" page.

6-Step Practical Advertising Booking Process

To avoid wasting your budget, follow this procedure:

• Step 1: Develop a strategy and brief (requirements): Clearly define your main message and target audience. Who do you want to reach? What do you want them to do after seeing the ad?
• Step 2: Create a Media Plan: Allocate budget across channels. For example: 40% for online newspapers, 30% for KOLs, 30% for elevator advertising. This allocation should be based on customer habits.
• Step 3: Negotiation This is where agencies demonstrate their value. Agencies often have better discount rates than if you contact the broadcasters directly. Focus on the benefits that come with it, such as: receiving extra articles, having your posts pinned, or having your news promoted.
• Step 4: Material Production: Producing TV commercials, PR articles, and photoshoot images. This is the stage. Right Media We help you create high-quality content so you don't waste the prime location you've purchased.
• Step 5: Monitoring: Check if the post is uploaded on time? Are the links broken? Is the TV commercial being edited out?
• Step 6: Reporting and Summary: Collect actual data to compare with the initial commitment.

Secrets to negotiating the best price when booking advertising.

Here are a few factors that will help you secure a reasonable booking contract with costs that best suit your project:

• Booking by package (Combo): Instead of buying individual songs, purchase packages of 5-10 songs or multi-channel packages to enjoy discounts from 20-40%.
• Booking during the off-season: Broadcasters often have big promotions in the early months of the year or during the summer.
• Leverage the agency's relationships: Reputable agencies always have "internal" pricing that walk-in clients cannot access.
• Value-add request: If the price can't be reduced further, ask for additional placements such as Story posts, Group posts, or SEO support for your articles.

Common mistakes businesses make when booking advertising themselves.

Please note:

• Just looking at the low price: Choose channels that are low-cost but whose audience is irrelevant to the product.
• Over-reliance on follower count: Many influencer accounts nowadays have a huge number of fake followers. Look at the number of real comments and shares.
• Poor content: Publishing an article that reeks of advertising in a newspaper is counterproductive. Today's customers are very discerning; they will immediately disregard content that doesn't provide them with value.
• There is no connection between the channels: The disjointed booking channels, lacking a unified message, leave customers confused.

Why choose Right Media as your booking and production partner?

Booking advertising becomes meaningless if the content lacks substance. Right Media We not only help you produce high-quality videos and images, but also provide content strategy consulting tailored to each booking channel.

• Video Recap Production Service: To book information on online newspapers and fan pages to summarize the success of the event.
• TV commercial productionCorporate films: With cinematic quality, ready for prime-time television slots.
• Photoshoot Production: High-resolution product images for magazine PR articles.
• Transparent consultation: We are committed to transparency in production costs, giving businesses complete peace of mind regarding their budgets.

Your message deserves to be placed in the best locations with the most glamorous packaging. Let Right Media help you make that a reality. Hopefully, through this article, you have grasped the importance of booking advertising for your brand and developed an effective promotional plan for your business.