Traditional Media Buying Services

Reach huge, targeted audiences with TV, radio, outdoor, and print advertising. CMS handles the complexity. Reduces the cost. And transparently reports on the results.

Three big barriers are keeping your company from connecting with its ideal audience

1. Traditional media buying is complicated. You need to navigate a fragmented network to plan, negotiate, and manage campaigns.

2. It’s hard to keep your spend efficient. You have to monitor and continually reprioritize your buy so that it has the biggest impact.

3. It’s difficult to tie performance to outcomes. Occasional and unclear reports aren’t enough. You should know whether a campaign is yielding results.

Capitol Media Solutions guides companies past these obstacles to achieve their goals.

Rely on an experienced traditional media agency

Capitol Media Solutions has managed over $100M in traditional campaigns. Our work generates an average 50% increase in conversion rates and an average 25% savings.

Shot of a young businessman presenting data on a screen during a meeting in an office
Shot of a young businessman presenting data on a screen during a meeting in an office

Rely on an experienced traditional media agency

Capitol Media Solutions has managed over $100M in traditional campaigns. Our work generates an average 50% increase in conversion rates and an average 25% savings.

Attractive african-american businesswoman having video call with her coworkers. Businesswoman having important online conversation with customer. Shot of a young woman using a laptop for video conference. Smiling businesswoman in a video call using laptop in the office.

Get a consultative, strategic partner

If you’ve been doing most of the work and worrying over your media plan, it’s time for a better approach. CMS leads your campaign through research, strategy, planning, buying, and execution.

Have clarity and confidence in campaign results

CMS simplifies reporting for clients. We show you which campaigns are running, which are succeeding, and which need adjustment. It translates into better outcomes for your business.

Asian businesswomen using notebook for analysis documents and graph financial diagram working
Asian businesswomen using notebook for analysis documents and graph financial diagram working

Have clarity and confidence in campaign results

CMS simplifies reporting for clients. We show you which campaigns are running, which are succeeding, and which need adjustment. It translates into better outcomes for your business.

Shot of a mature businessman using a digital tablet during a team meeting in a modern office

Use one agency for digital and traditional media buying

You don’t want to miss important advertising opportunities. You also don’t want to hire two separate providers. As a combined digital and traditional media agency, CMS can leverage the benefits of both.

No more barriers

Reach your target audience through traditional media with unprecedented access, oversight, and clarity

Here's how CMS approaches traditional media

Negotiation

Earn added value promotions, lower rates, and additional impressions for clients

Trafficking

Coordinate with a client’s creative agency to deliver ads where they are needed

Administration

Handle orders, confirmations, and invoices so our clients don’t have to do it

Analytics

Use software and team processes to track traditional media buying

Case Study: GAF

GAF, a leader in the roofing product industry, wanted to grow brand awareness among new audiences. See the traditional media strategy that CMS used and how it expanded GAF's sales.

Our traditional media buying services include

TV Media Buying

Capitol Media Solutions has extensive experience connecting businesses to viewers across devices and content. We get your message to vast but highly targeted audiences through broadcast, cable, on-demand, and subscription services.

Radio Media Buying

Engage audiences through both traditional radio and digital apps such as Pandora and Spotify. CMS uses its expertise, relationships, and effective negotiation to reduce rates and achieve your goals.

Outdoor Media Buying

Connect with a hyperlocal audience at a low cost per impression. Traditional and digital media allow for real-time messaging and fast changes to creative. Campaigns utilize billboards, indoor screens, transit, and other media.

Print Media Buying

Reach your audiences through the publications that matter most to them. Engage with them through magazines, newspapers, preprints, milestone publications, and other content.

CMS makes it simple for you to switch

You want a better solution. But here’s what you don’t want:

To feel like you have no time to review your options.

To wait for a new partner to get up to speed.

To see your advertising on “pause” during the transition

To overcome these switching challenges ...

CMS will schedule a pitch presentation with you and professionally record it. Your team can watch whenever it works for them.

 

CMS will schedule a pitch presentation with you and professionally record it. Your team can watch whenever it works for them.

 

Once you decide to partner with CMS, we will provide you with a dedicated client lead, who will handle all of the details.

 

We will take over existing vendor relationships, reporting, and other processes. So you don’t miss a step.

 

We will take over existing vendor relationships, reporting, and other processes. So you don’t miss a step.

 

Your advertising will not be “paused.” CMS will manage any existing placements and transition seamlessly to the new strategy and campaign we create for your company.

 

Grow brand awareness and drive direct response through TV, radio, outdoor, and print advertising

GAF

Identifying just-in-time advertising opportunities

Industry: Construction
Solution: Traditional Media Buying

About the client

GAF roofing products protect more homes and businesses in the United States than any other solution. The company has approximately $3 billion in annual sales, manages more than 50 brands, and offers a training program for industry professionals.

GAF wanted to provide roofing technicians and contractors with information about its product lines. However, it needed help targeting the platforms and ad slots that would help drive sales. The company selected Capitol Media Solutions to manage its campaign.

Goals and challenges

Despite GAF’s role as a leader in the industry, it wanted to continue promoting brand awareness among its audiences. The company needed to reach out to roofing professionals as close as possible to when they would need GAF products.

One of the most effective times for connecting with roofers is before, during, and after a bad storm. This is the period when homeowners might experience damage to their roof and require repairs.

Typically, agencies assume certain static conditions with their media buying services. This allows them to buy spots in advance and at a cost-efficient price. Unpredictable weather patterns don’t easily allow for this approach.

CMS’ strategy

Capitol Media Solutions recognized that its strategy had to be flexible, timely, and tied to weather conditions.

Following its research, CMS determined that the campaign should focus on the nine-month period between March and November when bad weather was most common. Then, it identified TV media buying opportunities through the Weather Channel and AccuWeather.

Capitol Media Solutions arranged it so that GAF’s television ads would air shortly before, during, and soon after reports of dangerous weather. It set the budget to be spent over the nine-month period at a rate that followed inclement weather.

Results

GAF reported success with in-store sales of its products at Home Depot and Lowes. Business continues to grow, and the company has seen significant value in the services that Capitol Media Solutions has provided.

Based on these outcomes, GAF has renewed its campaign with CMS for over five years. Each year, Capitol Media Solutions identifies new ways to optimize the buy and to increase its client’s reach.