The emergence of multiple online media channels means that advertisers now have a proliferation of lower-cost media choices in addition to traditional broadcast media. It seems that ‘lowest-cost’ has become – and largely remains – the main parameter by which to evaluate media plans.
Download this paper which argues that this focus on cutting costs can obscure consideration of good value. The importance of creative has not diminished with the evolution of media, and it is likely more important than ever to gain attention in a cluttered media world. However, the choice of which media channels to use is now more pivotal to the success of an ad campaign, now accounting for around 42% of variation.
The challenge for marketers is to learn how to optimize their media budget and to choose media based on value and strength. This paper provides seven key insights towards these goals, including:
- Have the discipline to only air great quality creative
- Differentiate media allocation for brand users and non-users
- Invest in research on attention and engagement of advertising exposures
- Pay attention to the absolute levels allocated to each media channel
[WEBINAR] American Family Media Experiences 2020
February 19 - This month we're previewing some of the insights our newest survey revealed: American families are exposed to more and more media choices to build their family lives around. View our on demand webinar featuring new data and evolving trends in the American family’s media experience.
[WEBINAR] Introducing BI-style reporting for Social Media Intelligence
October 8 and 10 - Taking the best-of Business Intelligence (BI) tools, and the best-of Social Media Intelligence, you now have a faster path-to-insights with the new Synthesio reporting experience. Now, you don’t need to be an expert to get expert reporting.