Your Guide to Media Buying and Planning in 2021

Media buying is almost as old as marketing itself and it’s undergone similar changes to the larger marketing landscape in recent years. There is, of course, the infusion of data into media buying. We collect it and analyze it in hopes that it will help us find our very niche audiences, which often consist of a very specific person who is part of a group of people deciding whether to make an investment. Other changes impacting media buying include media consumption itself, which has changed significantly in the past 10 to 20 years. Or has it? Because newsletters and podcasts -- neither of which is new -- are the current darlings of online media. And there’s the year 2020, which was defined by changes that may or may not stick now that we’re in a new year. We recorded this episode of B2B Nation at DemandFest, a half-day virtual event hosted by TechnologyAdvice. To discuss the state of media buying, we’re joined by Jason Gladu, president of Avani Media, a B2B media buying and demand gen agency, and by TechnologyAdvice CEO Rob Bellenfant, who takes some questions for Jason from the audience during the event.