In the span of nearly four and a half years, Richardson Media Group has seen an enormous amount of growth. Yet 2018 may have been our most expansive year to date!
I read a recent article that touted the benefits of hiring a seasoned media planning team. When I first discovered this piece online, I was gratified to find such a favorable perspective about my chosen discipline. Despite the fact that the author’s perspective was neither game-changing nor unique, it did lift my spirits. Just the fact that it had been written was a good sign. Reality is, I don’t see as many articles written about the field of paid media planning and buying as I do for other aspects of the advertising industry.
Advertising campaigns perform more effectively if they include a combination of strategically-chosen media platforms. Multi-layered campaigns increase the likelihood that your ads will reach your target audience and that your target audience will respond favorably.
As a strategic media planning and buying agency, we negotiate and manage advertising campaigns and work with brands to raise their profiles across multiple delivery platforms. We always recommend that our clients take a multi-layered approach to media campaigns.
In our latest SlideShare presentation, we map out three reasons we believe you should take a multi-layered approach to media campaigns, identify the pros and cons of different types of media vehicles, and share a few thoughts about ad fraud prevention. Here's a brief outline:
For more details about the benefits of multi-layered campaigns, take a look at our SlideShare presentation.
If you'd like a hand developing and implementing a multi-layered media campaign, please get in touch. We'd be happy to guide you through the process step-by-step.
Once a business decides to invest in a paid media advertising campaign, the next question is usually, “Now what do we do?” Especially if a company has never advertised before, the sheer number of media outlets can be overwhelming. Because we’re all media consumers in our daily lives it’s natural to fall back on the types of media delivery that resonate with us personally.
But that is not always the best way to develop a comprehensive media strategy.
Digital display is a form of advertising that is served across websites on mobile devices and desktops. Display ads play an important role in today’s comprehensive media campaigns. Whether your goal is to build awareness of your brand or convert leads, creative implementation of display ads within larger, multi-layered strategies drives traffic to dedicated landing pages or company websites. When choosing to use display ads in combination with other types of digital media vehicles within a multi-faceted program, advertisers’ messages effectively (and often repetitively) target users as they consume information throughout their daily lives.
As a media planner who relies heavily on data for setting up and optimizing her clients’ paid media campaigns, I consider it my job to be well-informed on the topic of media campaign performance metrics and web analytics. Sure, keeping track of data can be time consuming, sometimes even complicated, and the benchmarks are constantly changing. However, there’s really no excuse for even the busiest media folks not to stay on top of the latest metrics. A lack of knowledge is entirely avoidable.
Media. It’s one of those words that is now used so often by so many types of marketing and advertising companies, that its meaning has become murky. A media agency can be anything from a web development company to a platform like Facebook to a digital marketing company to an old-fashioned print magazine. For our purposes, we’ll define media as the main means of mass communication—broadcasting, publishing, radio, billboards and the internet, to name a few—regarded collectively. In other words, media includes all of the various platforms and channels you might use to present your message in an advertising campaign.
Back in the era of electric typewriters, carbon copies and first generation Macintosh computers that ran off of floppy disks, I started my career as a media planner/buyer. Those were heady days in the media business, full of excitement and promise, with indulgent expense accounts and three-cocktail lunches. Advertising agencies swelled with young upstarts like me, fresh out of undergrad, eager to carve out our niche in marketing, an industry that carried with it a thin veneer of mystery. We were carefree and a little drunk on the possibilities, kind of like the cast of Mad Men, but with bigger hair and flashier clothes.
Media planners see the world through a uniquely filtered lens. We are a separate breed, fluent in the language of impression delivery, engagement rates and target audiences, always hyper-vigilant, seeking evidence of media consumption habits and trending consumer behaviors. We enjoy dismantling a strategy just to figure out how different internal and external market factors will affect the outcome of a campaign. We question everything, base our recommendations on real-time data and benefit from growing digital technologies that allow us to optimize our plans almost immediately. There's a sense of collaboration and creativity to this side of the advertising business that brings together clients, vendors and planners.
“The players may have changed, but the game remains the same.”
Not sure who to credit with those words, but they accurately represent today’s media landscape. In my world of paid media advertising I manage a constant flow of new media tactics crossing my desk. You might assume that these media properties are based on brand new ideas. I’m here to suggest they’re probably not.