Challenges in Current Media Buying

Media buying is becoming increasingly difficult due to various market pressures, such as rising costs and competition. Political spending is anticipated to significantly impact advertising costs, particularly during election years when demand for ad placements surges. For instance, it was predicted that political spending on social media would reach approximately $14 billion, contributing to an overall increase in advertising rates. Additionally, promotional spending peaks during the fourth quarter as many businesses allocate more than half their budgets for Black Friday and holiday promotions, further complicating the media buying landscape.