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
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