Our name MEDIUM is an homage to the fact that media and advertising has become incredibly complicated and fragmented over the last several years. It used to be broadcast TV, cable and radio – now it’s multiple platforms on an array of devices.
Today, a good ad buying company is focused on getting powerful creative or content in front of their target audience regardless of the medium it takes to reach them.
While broadcast, cable and satellite TV reach millions of Americans every day, voters are increasingly accessing video content (movies, scripted shows, as well as live news and sports) via non-traditional media formats. Campaigns need to reach voters where they are consuming content.
Here is a breakdown to help you understand the fragmented TV landscape: Connected TV (CTV) simply refers to a television set that is connected to the Internet. CTV includes smart TV’s, as well as home entertainment devices like Apple TV, Roku and Amazon Fire, plus gaming consoles like Xbox and PlayStation. Many TV households with CTV have access to traditional media formats, too.
Over the top (OTT) refers to content providers that distribute media via the Internet. This is done via a Connected TV device. The first thing that comes to mind for most people is probably Disney+, HBO Max, Netflix and Amazon Prime Video. These are subscription on demand (SOD) services. They are popular, but some don’t offer advertising opportunities for campaigns. There are some – including Hulu and Peacock – that do.
Virtual multichannel video programming distributor (vMVPD) refers to a subset of OTT services that provide multiple TV channels through the Internet. They are often marketed as “skinny bundle” products (less channels and less expensive than traditional cable). Examples include AT&T TV Now, FuboTV, Hulu with Live TV, SlingTV and YouTube TV. All of these services have advertising opportunities for campaigns.
In addition, most traditional cable providers (as well as non-traditional providers) offer video on demand (VOD) services. Advertising can be sold into VOD.
MEDIUM BUYING WON THE 2021 REED AWARD FOR “BEST POLITICAL FIRM BRANDING” IN THE BUSINESS & PROFESSIONAL DEVELOPMENT CATEGORY.
Named after Campaigns & Elections founder Stanley Foster Reed, the Reed Awards recognize excellence in political campaigning, campaign management, political consulting and political design.
The Medium Buying Twitter account has become a must-follow source for: 1) breaking political ad news, 2) insights into the complicated and increasingly fragmented world of advertising , and 3) other things we find interesting and/or funny .
During the 2020 cycle, the Medium Buying Twitter account broke more political ad news than NEWS ORGANIZATIONS. It was very often the first to share that presidential candidates and third-party groups were going up on air, or were canceling their spending. Medium Buying was also routinely the first to share the actual ads that campaigns were airing.
All told, the Medium Buying Twitter account had more than 35.4 million impressions in 2020. It ended the year with more than 21,000 followers which have all been collected organically (no advertising money spent to acquire).
It’s a complicated media landscape. Viewers and listeners have a ton of preferences and choices. That’s ok. It’s our job to ensure that your campaign message reaches them wherever they are.
Each one needs a unique media analysis and plan that thoroughly considers resources, possibilities and goals. We’re well-versed and experienced in developing and implementing paid media strategies. That’s what we’ll deliver for your campaign.
Media buying isn’t celebrated work, but it is hard work that our team takes extremely seriously. Paid media is often the largest single expenditure a campaign will make (that’s because paid media can dramatically shape the outcome of a campaign).
WE’LL GET THE MOST OUT OF EVERY DOLLAR YOU SPEND BY NEGOTIATING THE LOWEST POSSIBLE RATE, EVERY SINGLE TIME.
We partner with data analytics firms like Deep Root and 0ptimus to optimize media buys.
Rarely is a political or public affairs campaign operating in a vacuum. You need to know what your opponents and allies are spending on paid media – and when and where messages are being delivered. This information will almost certainly impact the decisions your campaign makes.
IT’S CRITICALLY IMPORTANT THAT YOU HAVE TIMELY AND ACCURATE COMPETITIVE INTELLIGENCE.
Our team will constantly monitor the playing field so you have real-time access. We provide our clients with a suite of tools called SMART COMPETITIVE to help track and visualize the flow of competitive information.
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In 2020, Medium Buying worked with Deep Root on Greg Gianforte’s successful campaign for governor of Montana.
Using DRA’s custom target ratings, Medium Buying placed more than $3.9 million in TV advertising across Montana’s broadcast markets and cable zones.
A GROWING ERA OF
RACE: MONTANA GUBERNATORIAL CAMPAIGN
CLIENT: GREG FOR MONTANA
We analyzed:
We analyzed:
10 TARGET AUDIENCES
10 TARGET AUDIENCES
01001110 01100010 10001010 00011011 00011100 00000110 11001100 01000111
AUDIENCE RATINGS DATA was matched into
10 93 different RATE CARDS
3 MONTHS of cumulative set top box television viewing data, generating custom target ratings across 5 MEDIA MARKETS from our expansive data warehouse which houses:
3 MONTHS of cumulative set top box television viewing data, generating custom target ratings across
and matched them into &
5 MEDIA MARKETS from our expansive data warehouse which houses:
100M ROWS of EARNED MEDIA DATA
3 5
10 93 different RATE CARDS REPUBLICAN ADVERTISERS DEMOCRATIC ADVERTISERS
DAYS of ad occurrence data from CMAG
We tracked 28 102,813 146,074 90.8M 66.1M
100B ROWS of TV VIEWERSHIP DATA
100B ROWS of TV VIEWERSHIP DATA
10M ROWS of AD OCCURRENCE DATA
We displayed our integrated data sets across
11 INTERACTIVE DASHBOARDS
and matched them into &
We displayed our integrated data sets across
CREATIVES 17 69,886 GROSS RATINGS POINTS and
across CREATIVES across AIRINGS that equaled AIRINGS that equaled IMPRESSIONS IMPRESSIONS
115,622 GROSS RATINGS POINTS and
11 INTERACTIVE DASHBOARDS
We used these data and reports to optimize
10 DIFFERENT REPORTS OF TELEVISION SPENDING on behalf of our clients, including: $464K $393K
& in in in ADDRESSABLE TV SPENDING
$3.9M $443K 6,170
We used these data and reports to optimize
$3.1M BROADCAST TV SPENDING CABLE TV SPENDING
$3.1M BROADCAST TV SPENDING CABLE TV SPENDING
Deep Root provided a 14% media optimization lift for your TV advertising resulting in:
in EFFICIENCY in EXTRA TARGETED RATINGS POINTS
$3.9M $443K 6,170
Deep Root provided a 14% media optimization lift for your TV advertising resulting in:
10 DIFFERENT REPORTS OF TELEVISION SPENDING on behalf of our clients, including: $464K $393K in EFFICIENCY in EXTRA TARGETED RATINGS POINTS
Rand Paul – America’s Liberty PAC
Mike Huckabee – Pursuing America’s Greatness
Sen. Ted Budd (NC) – Club for Growth Action
Sen. Lindsey Graham (SC)
Sen. Ron Johnson (WI)
Sen. Kelly Loeffler (GA)
Sen. Rand Paul (KY) – America’s Liberty PAC
Sen. Marywayne Mullin – Defend Us PAC and Oklahoma First
Sen. Mike Rounds (SD)
Sen. Tim Scott (SC) – Opportunity Matters Fund
Sen. John Thune (SD)
Sen. Roger Wicker (MS)
National Republican Senate Committee (NRSC)
Club for Growth Action
Gov. Brian Kemp (GA)
Gov. Brad Little (ID)
Gov. Greg Gianforte (MT)
Gov. Henry McMaster (SC) – Palmetto PAC
Gov. Kristi Noem (SD)
Gov. Kim Reynolds (IA) – Empower Iowa Fund
Gov. Sarah Huckabee Sanders (AR)
Gov. Glenn Youngkin (VA) – Opportunity Matters Fund
Lt. Gov. Geoff Duncan (GA) – Hometown Freedom Action Network
Lt. Gov. Matt Pinnell (OK)
Lt. Gov. Winsome Sears (VA) – Opportunity Matters Fund
Attorney General Brenna Bird (IA)
Attorney General Chris Carr (GA) –Peachtree Values and Georgians First Leadership Committee
Attorney General Gentner Drummond (OK)
Attorney General Mike Hunter (OK)
Attorney General Raúl Labrador (ID) – Club for Growth Action
Attorney General Patrick Morrisey (WV)
Attorney General Sean Reyes (UT)
Attorney General Leslie Rutledge (AR)
Secretary of State Scott Schwab (KS)
Secretary of State Mac Warner (WV)
Treasurer Randy McDaniel (OK)
Treasurer David McRae (MS)
Agriculture Commissioner Wilton Simpson (FL) – Republican State Leadership Committee
Insurance Commissioner John King (GA)
Insurance Commissioner Glen Mulready (OK)
Insurance Commissioner Vicki Schmidt (KS)
Labor Commissioner Leslie Osborn (OK)
Superintendent of Public Instruction Joy Hofmeister (OK)
Superintendent of Public Instruction Ryan Walters (OK) – People for Opportunity
Superintendent of Education Ellen Weaver (SC) – School Freedom Fund
Corporation Commissioner Kim David (OK)
Corporation Commissioner Todd Hiett (OK)
Republican Attorneys General Association (RAGA)
Supreme Court Justice Kevin Brobson (PA)
Supreme Court Justice Josiah Coleman (MS)
Supreme Court Justice Bob Conley (KY)
Supreme Court Justice Sarah Stewart (AL)
Superior Court Judge Megan Sullivan (PA)
Volusia County Sheriff Mike Chitwood (FL)
Oklahoma County Sheriff Tommie Johnson (OK) – Defend US PAC
Tulsa County Sheriff Vic Regalado (OK)
Pinellas-Pasco State Attorney Bruce Bartlett (FL) – Protecting Americans Project Action Fund
Scott County Attorney Kelly Cunningham
Haan (IA) – Protecting Americans Project Action Fund
Woodbury County Attorney James Loomis (IA) – Protecting Americans Project Action Fund
Maricopa County Attorney Rachel Mitchell (AZ) – Protecting Americans Project Action Fund
Orange County District Attorney Todd Spitzer (CA)
District Judge Scott Meaders (OK)
District Court Judge Chris Hazel (LA)
Bensalem Township Mayor Joe DiGirolamo (PA)
Orange County First District Supervisor Andrew Do (CA)
Atlantic County Surrogate James Curcio (NJ)
Atlantic County Clerk Joe Giralo (NJ)
Atlantic County Commissioner Frank Balles (NJ)
Porter County Commissioner Barb Regnitz
Licking County Judge Matt George (OH)
Cumberland County Judge Michelle Sibert (PA)
Nebraska Public Power District Subdivision
3 Board Member Derek Rusher –Nebraskans for Reliable and Affordable Electricity
Nebraska Public Power District Subdivision
10 Board Member Sue Fuchtman
Stronger Foundations (NJ)
Atlantic County Strong (NJ)
Protecting Americans Project Action Fund
ASCPA (No on Question 1, City of Springfield, MO)
Vote No on Amendment 73 (CO – 2018)
Fair Maps Colorado (Yes on Amendments Y and Z – 2018)
Local Choice Colorado (Yes on Amendment 77 – 2020)
Yes on Prop DD (CO – 2019)
Unite for Colorado (Yes on Proposition 117 – 2020)
Yes on Amendment B (CO – 2020)
Keeping Georgia Strong
Idahoans for Healthcare (Yes on Proposition 2 – 2018)
2017 Iowa Ag Summit Club for Growth
Kentucky Sports Betting Now Grow Louisiana Coalition
Louisiana Nursing Home Association
Nebraskans for the Death Penalty (No on Referendum 426 – 2016)
Ohio Hospital Association
VoteSafe
Rep. Jodey Arrington (TX-19)
Rep. Andy Barr (KY-6) – Heritage Action for America
Rep. Stephanie Bice (OK-5) – Restore Oklahoma and People for Opportunity
Rep. Dan Bishop (NC-9) – House Freedom Action
Rep. Lauren Boebert (CO-3) – House Freedom Action
Rep. Kevin Brady (TX-8)
Rep. Josh Breechen (OK-2) – School Freedom Fund
Rep. Ted Budd (NC-13) – Heritage Action for America
Rep. Eric Burlison (MO-7) – Club for Growth Action and House Freedom Action
Rep. Steve Chabot (OH-1) – Heritage Action for America
Rep. Michael Cloud (TX-27) – House Freedom Action
Rep. James Comer (KY-1)
Rep. Randy Feenstra (IA-4) – Iowa Four
Rep. Matt Gaetz (FL-1) – North Florida Neighbors
Rep. Greg Gianforte (MT-AL)
Rep. Kay Granger (TX-12)
Rep. Harriet Hageman (WY-AL) – Club for Growth Action and Outrider PAC
Rep. Yvette Herrell (NM-2) – House Freedom Action and Right Women Now
Rep. French Hill (AR-2)
Rep. Jim Jordan (OH-4)
Rep. David Kustoff (TN-8)
Rep. Doug Lamborn (CO-5)
Rep. Jake LaTurner (KS-2) – Fighting for Kansas PAC
Rep. Debbie Lesko (AZ-8) – House Freedom Action
Rep. Frank Lucas (OK-3)
Rep. Anna Paulina Luna – Club for Growth Action
Rep. Thomas Massie (KY-4)
Rep. Brian Mast (FL-18) – Environmental Defense Fund Action
Rep. Rich McCormick (GA-6)
Rep. David McKinley (WV-1) – Patients for Affordable Drugs Action
Rep. Mary Miller (IL-15) – Club for Growth Action and House Freedom Action
Rep. Alex Mooney – Club for Growth Action
Rep. Nathaniel Moran (TX-1)
Rep. Markwayne Mullin (OK-2)
Rep. Greg Murphy (NC-3) – House Freedom Action
Rep. Scott Perry (PA-10) – Heritage Action for America (2018) and House Freedom Action (2022)
Rep. Francis Rooney (FL-19) – Patients for Affordable Drugs Action
Rep. Matt Rosendale (MT-AL) – House Freedom Action
Rep. Chip Roy (TX-21) – House Freedom Action
Rep. David Schweikert (AZ-1 and AZ-6) – House Freedom Action
Rep. Keith Self (TX-3) – Defeating Communism PAC
Rep. Pete Sessions (TX-17)
Rep. Adrian Smith (NE-3)
Rep. Tom Tiffany (WI-7) – House Freedom Action
Rep. Roger Williams (TX-25)
National Republican Congressional Committee (NRCC)
American Future Fund
Club for Growth Action
House Freedom Action
Protect Freedom PAC
STATE LEGISLATIVE & PARTIES
Speaker Bob Cupp (OH)
Speaker Philip Gunn (MS)
Speaker Charles McCall (OK)
Speaker David Osborne (KY)
Speaker David Ralston (GA)
Speaker Ryan Smith (OH)
Speaker Robin Vos (WI)
Georgia Republican Party
Republican Party of Kentucky
Michigan Republican Party
Ohio Republican Party
South Carolina Republican Party
Washington State Republican Party
Republican Party of Wisconsin
GOPAC Election Fund
Republican State Leadership Committee (RSLC)
State legislative work for campaigns, caucuses and third-party groups:
Alabama House & Senate
Colorado House & Senate
Connecticut Senate
Georgia House & Senate
Illinois House
Indiana House
Kansas House & Senate
Kentucky House & Senate
Michigan House & Senate
Mississippi House & Senate
Nebraska Legislature
New Jersey Assembly & Senate
Ohio House & Senate
Oklahoma House & Senate
Pennsylvania House & Senate
South Carolina Senate
Tennessee House & Senate
Washington House
West Virginia Senate
Wisconsin Assembly & Senate
Wyoming House
Virginia Assembly & Senate
CHECK OUT THE PLACES WHERE WE’VE BEEN INVOLVED IN CAMPAIGNS
Tanya Dulaney is a Director of Media Buying and Client Management, as well as the Office Director, for Medium Buying.
Tanya has developed media plans and placed advertising for several noteworthy Republican candidates, including Sens. Lindsey Graham, Ron Johnson, Mike Rounds, John Thune, and Roger Wicker, Govs. Greg Gianforte, Brian Kemp, Brad Little, and Kristi Noem, as well as influential GOP groups including the Club for Growth, National Republican Senatorial Committee, Republican State Legislative Committee and House Freedom Action.
Tanya also plays a lead role in Medium Buying’s CTV/OTT and digital buying strategy.
A native of Ohio, Tanya has more than a decade of experience working as a Republican campaign aide and strategist. In 2016, she managed two successful state senate campaigns during the GOP primary in Ohio. During the 2014 cycle, Tanya served as campaign manager for Rep. Mike Turner’s successful re-election bid.
In 2012, Tanya worked as a senior project manager at Majority Strategies, the largest Republican print and mobile firm in the country. During the 2010 cycle, she worked for the Republican National Committee’s Victory Program.
Tanya graduated from Ohio University with a degree in journalism. At OU, she was active on campus and involved in Republican campaigns. She is a self-professed nerd, loves yoga and lives in Columbus with her husband, Sean, and their two cats, Lucy and Hefe.
A native of northeast Ohio, Dillon has been active in Republican campaigns across the Buckeye state and the country. In the 2016 election cycle, Dillon worked as the Northeast Field Director for U.S. Sen. Rob Portman’s successful re-election campaign, which was recognized as one of the best political efforts in the nation by the New York Times, Washington Post, and Cleveland Plain Dealer. He oversaw three regional field offices and won 18 of 19 counties in his region.
Dillon is a graduate of Kent State University with degrees in justice studies and political science. During college, he was heavily involved with the College Republicans organization and was elected chairman of the Ohio College Republican Federation.
Dillon@MediumBuying.com
@DillonLloyddd
Born and raised in the Appalachian foothills of eastern Ohio, Katie has worked for Republican campaigns at the local, state and national level. Since joining the Medium Buying team in 2017, Katie has played a role in several key gubernatorial, statewide, congressional and advocacy campaigns.
Previously, Katie worked for the Summit County Department of Job and Family Services, as well as Akron-area refugee organizations.
Katie is a Kent State University graduate with dual degrees in political science and criminal justice. While at Kent State, she was active with the College Republicans, student government and Sigma Sigma Sigma. She holds a master’s degree in global security from the University of Akron; her research focused on counter radicalization and political violence.
Katie resides in Columbus with her fiancé, Zack, and their fur babies, Diesel and Murray. In her downtime she enjoys good books and training for her next half marathon.
Aaron has several years of experience working for Republican campaigns at the local, state and national level. He previously worked for King Strategic Communications where he produced and managed print and digital advertising for Republican campaigns and groups throughout the country.
Aaron studied political science while attending Kent State University and was a member of the Ohio College Republican Federation executive board.
Aaron spends his free time with his beloved pup Marcy and enjoys doing all things outdoors (hiking, fly fishing, climbing).
Aaron@MediumBuying.com
Youssef Abouhashish is the Director of Financial Planning and Analysis for Medium Buying. Youssef’s responsibilities include reporting, financial analysis and accounting.
Prior to joining Medium Buying, Youssef held several positions in accounting and finance. He started as an accounting associate for Oral Implant Management, a company that financially manages three private dental practices, as well as the Midwest Implant Institute located in Lewis Center, Ohio. Youssef then worked at Sweeping Corporation of America, a power sweeping services company based in Cleveland; he began as a financial analyst intern before being promoted to regional assistant controller.
Youssef graduated from The Ohio State University with a bachelor’s degree in personal financial planning. At Ohio State, he was a member of Tau Kappa Epsilon social fraternity. He lives in Columbus and enjoys traveling and coaching football in his free time.
Youssef@MediumBuying.com
Bryan Hall is a Senior Competitive Intelligence Manager for Medium Buying.
Bryan has nearly a decade of experience working for Republican candidates and officeholders in Ohio. He most recently served as a legislative aide for the Ohio House of Representatives where he managed dozens of pieces of legislation that were signed into law.
Bryan’s previous roles include working as a field organizer for the Ohio Republican Party during the successful 2016 election and serving as a student organizer for Rob Portman’s winning Senate campaign.
Bryan graduated from Wright State University in 2016 with a bachelor’s degree in political science; he minored in German. Bryan spends his free time exploring the Columbus craft beer scene, traveling to haunted, historic cities, and cheering for the Columbus Blue Jackets.
Bryan@MediumBuying.com
Competitive Analysis Associate
Andrew Smith is a Competitive Analysis Associate for Medium Buying.
Andrew graduated from Ohio Christian University in 2021 with a bachelor’s degree in political science; he minored in American history.
At OCU, Andrew played on the men’s soccer team, was named Mr. OCU, and was elected as a senior representative on the student council.
In his free time, Andrew enjoys going skiing and camping, and hanging out with his Great Dane, Windu.
Andrew@MediumBuying.com
Eve Inbody is a Media Buying and Planning Associate for Medium Buying.
Eve was raised in Lewis Center, Ohio. She graduated in 2022 from Ohio University with a bachelor’s degree in economics. During her time at OU, Eve was active with the College Republicans and Economics Society, and was a member of the cheerleading team.
Eve has served as an intern and volunteer in several local and state Republican campaigns. She previously worked for a local business in Athens, Ohio where she managed their public relations and operations.
Eve enjoys cooking, crafting, spending time with her dog, Rudy, and cheering for the Cleveland Browns.
Eve@MediumBuying.com
WE DO AD BUYING, BETTER.
