Media buying is complex, especially when evaluating CPP (cost per point), CPM (cost per thousand impressions), CPC (cost per click), Day Parts (available radio/television inventory), and programing (television/radio shows). This is a lot for any business owner, or marketer, to analyze. We have a few tips to consider when determining a media buy for your business.
"Evert advertising campaign is intrinsically different, which makes it very important to consult a professional before investing in a media buy."
Tip #1 – Audience Targeting Using Content and Programming Demographics
One of the most important aspects of media buying is ensuring that the message, and brand, is reaching the intended target audience. Easier said than done, right? This has become very tricky with the multitude of available mediums there are to consume news and information, but it can be done. Broadcast television, cable television, print, OOH (out of home), and digital all have niche programming/content that attracts different demographics. A strategically identified combination of these mediums is a guaranteed means of ensuring that the right audience is reached. A great example of traditional cross-platform advertising is utilizing broadcast television, radio, OOH and print to effectively brand, or promote, a business in a new or existing market. Digital can also be incorporated to add a level of frequency to the message.
Tip #2 – Hyper-Targeted Messaging Paired with Broadcast Messaging
Every advertising medium has tremendous value when reaching a large or small audience. Every traditional media buy should be accompanied by a much more precisely targeted digital strategy. This ensures that multiple geographic regions and demographics are reached, and it increases the frequency of the message. Digital advertising has the capability of being as broad as traditional mediums, and can also be extremely narrow to reach a small audience with a catered message. Thus, making the two a very successful partnership for any media buy.
Tip #3 – Frequency vs. Reach with Digital and Traditional Mediums
One thing that broadcast, like most traditional media, is very good at is covering a large territory and delivering a message to an intended audience with moderate frequency. Digital, on the other hand, is very valuable because it allows for much more frequency in a more focused geographic region, similar to cable television. Video pre-roll can also be utilized, acting similarly to cable television, but it is not exclusive to a singular network/provider.
Tip# 4 – Media Challenges and Restrictions
Contrary to popular belief, not every brand is allowed to advertise their products in the same manner as another. For instance, brands that sell medications, medical services, financial services, tobacco, alcohol and firearms (to name a few) are heavily regulated on various media. Rules that apply to traditional media may not apply to digital media or vice versa. There are some traditional media organizations that will air these messages, and others will reject the same message for any number of reasons. Some of these reasons are due to potential punishment from the FCC, which can be very severe.
Tip #5 – Creative Versatility with Different Mediums
One of the most important aspects of media buying is ensuring that the message is relatable to the audience on any medium. Most messaging is very broad, thus allowing the ad to be relatable in any setting; but in some cases, it is necessary to customize the ad for the intended programming where it will air. Some creative can be used in both traditional and digital, such as a 15-second broadcast spot which translates very well on video pre-roll.
Tip #6 – Measurability and Tracking with Different Mediums
In the eyes of the client, and an agency, the greatest advantage to using digital media is the sophistication of the tools that is available for reporting and analyzing tools/software to gauge the overall success of a campaign. Unfortunately, many traditional media do not have the same luxury, but that does not mean they aren’t effective. It must be noted that these tools are only as effective as the person who is actively monitoring and reviewing the results. Tools such as Google Analytics can be very high-level and show statistics such as page views, time on site, bounce rate. Or, the tool can be very granular and track ecommerce results, user behavior, conversions that are specific to digital and traditional campaigns.
Every advertising campaign is intrinsically different, which makes it very important to consult a professional before investing in a media buy. Experts are always willing and able to assist you!