Media Buying
television
Action, sound and sight creates emotions and reactions! All the reasons TV ads are effective ways to build a loyal following and show credibility for your brand. Combined with the ability to pick targeted networks and niche programming, the ability to reach and impact potential customers is easy. Now add quality production, a clear message and strategic media buying and you have a successful television campaign that will produce lasting and profitable results for your business.
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Networks, ratings, reach, frequency, impressions, etc., so much research and planning goes into a successful television campaign and you need an experienced professional to help navigate through the process. Traditional television advertising is still a very powerful way to brand your products and services, reaching large audiences. It also provides a local community connection and a variety of sponsorship opportunities that help with branding. Local television helps companies retain name awareness in the form of segment sponsorship, and community partnerships, you can't get this personal on other video platforms and this allows advertisers to connect with their audience on a deeper level and build trust.
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With many people "cutting the cord" it's important to consider OTT in your media mix. OTT stands for "over the top television" and it is any TV content that is streamed on a smart TV, a computer, tablet or mobile device through an app or internet. This allows advertisers to target those who are no longer subscribing to cable or satelite TV. Not all streaming services allow advertising, but Hulu, Sling TV, YouTube TV and others do. Besides streaming services you can also include network apps in your OTT mix and target your audience from a granular level with zip codes, gender, age, household income, nationality, hobbies, etc. Programmatic advertising via TV allows for hundreds of options you can select for your target criteria. The more granular you get the smaller your target audience becomes but also the more specific you can target your products and services. And unlike broadcast TV, your ads can be monitored with placing a tracking pixel on your spots, ensuring optimization of your target market and maximum ROI. Ads are non-skippable and can be placed to fall within targeted news, prime time shows, movies, sporting events and even network programming, the possibilities are endless and can be more affordable than you might think. Using an experienced media professional is crucial in determining if it's right for your company's media mix and marketing goals.
radio
Millions tune into radio stations every day. Whether it's to hear traffic reports on their commute, tune in to their favorite music format or to get the latest update on the weather or listen to their favorite sports team, radio is still a powerful tool to reach consumers. Radio stations are a great medium to reach targeted audiences demographically with station formats. It's also a very effective way to drive sales while reaching people when they are out of their homes. With the right mix of reach and frequency your message can make an impact.
Advertise on a medium that can engage with your audience one-on-one anywhere and any time, whether in their car, home or your office. Using a well-known radio personality can be a huge asset when branding your message with listeners. Weather and traffic sponsorships are a great way to provide frequency and market-wide coverage for your brand.
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Digital streaming like Pandora, Spotify, iHeart and other streaming apps continue to grow and become more popular and that's great news when you need to target a specific niche market. For example, you may want to reach a Jazz audience or promote a musical coming to your city but your city doesn't have a Jazz station or a specific format for Broadway show tunes. You can target this genre or listener through digital streaming to reach this exact targeted customer or target market. Consumers can be targeted by interest, age, gender, income, geographical locations, nationality, zip code and so much more.
Podcasts are also becoming increasingly popular and their extensive variety of topics are endless and ever changing. This might be exactly the target audience you want to strategically layer into your radio buy to increase your reach.
out of home
Out of home advertising is well beyond just a message on a sign, it is the overall integration of outdoor strategy, messaging, geographic positioning and market saturation. Reaching and connecting with your target audience when they are out of their homes can be very impactful when you have a custom OOH plan. You can reach your customers when the travel, where they shop, dine, work and live, these are all determining factors when getting your brand and message noticed.
This vast category consists of traditional static billboards, digital billboards, buses, taxis, mobile trucks, trams or monorails, airport advertising, bus and transit shelters, and wallscapes in metropolitan areas. Only an experienced media professional can create the right strategic mix to reach your specific marketing goals.
Reason to use OOH advertising:
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You can achieve total market reach
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Messages are large, simple and highly visible
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Billboard ads can be very creative and 3D
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Static and digital options are available
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Outdoor advertising compliments digital, print and radio campaigns
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OOH advertising comes in a variety of formats
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You can target your customer where they work and play, this includes community streets and major highways
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OOH can be cost effective when compared to reach and weekly impressions received
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Print media isn't going away any time soon, and in fact with it being interest, life-style and target-specific in most cases, it can be a very effective medium. From newspapers, magazines, journals, guides, newsletters, direct mail, and coupon books, they can all be very effective when targeting a specific demographic audience with the right message, it can help your business stand out.
Glossy magazines and major publications hold a certain elevated appeal that online doesn't achieve. This is especially true with luxury customers so it's good to find a balance between print and digital for any given campaign for a multi-channel approach. When making purchasing decisions, consumers trust print advertisements 34% more than search engine ads. People also keep print publications in their home for several weeks, even months. People keep print longer because they like to re-read articles, mark offers, review and compare products and services and share with others. When publications live in doctors' offices or other public areas they get a longer shelf life and are seen by more people.
When people see ads online they may forget them quickly. Consumers are served hundreds of digital ads every day so they become less impactful, especially if they're on the go. That's why digital ads need to be served to an individual between 15 to 18 times before a customer remembers the ad. Whereas, a print publication will be looked at longer and remembered more easily as readers will give it more attention and focus only on the publication they are taking the time to read. Print is very personal and tangible and if you want to establish trust among consumers, investing in print may be a valuable part of your media mix depending on your target demo, overall budget and campaign goal.