How do you choose the right medium for your commercial?

Brands are paying $7m for 30" of airtime during the Super Bowl. Only TV can justify a price tag like that. Despite the headlines that 'TV is dead', it is still one of the most effective channels in advertising. It offers unprecedented reach and impact, with average ROI's that smash most other channels. That's not to say it doesn't have many challenges, and a bad TV campaign is the quickest way to burn through your budget. But the reality is, brands who can afford TV, use TV. because it works.

Arguably, the biggest trend in media planning for TV has been the decline of linear TV (broadcast/cable) and the rise of streaming. Linear TV viewership is declining and the average view is now older. The main exception is live sports, which drive the highest ratings. Linear TV still provides effective reach and frequency, and usually combined with audience targeted TV ads on streaming, aka addressable, advanced or connected TV. Audience targeted TV can range in targeted from the simple (demographics, content consumption) to the complex (lookalike models, onboarded audiences). While you pay a premium for addressable media, there is less waste, increasing the effective reach.

No hablemos de TV como la de antes, si no, como la de ahora, AUDIOVISUAL, la TV se ve de muchas maneras diferentes, aparato de televisión, móvil, tablet, ordenador, consola, TV en abierto, de pago, de suscripción... lo más importante es que el consumidor elige, donde yo quiero, cuando yo quiero y como yo quiero... ?todavía piensas que la publicidad en televisión es cara o ineficiente?. Para mi la respuesta es NO, lo que hay que saber y conocer bien nuestro target y de qué forma conectar mejor con el canal o formato que mejor se adapte al consumidor. Las marcas y las Agencias de Medios debemos trabajar en esto, en saber como conectar con el consumidor para optimizar la inversión y maximizar la eficiencia o eficacia de la campa?a.

The three "B's"...BUDGET, BUDGET, BUDGET. Every media, traditional or digital, has a threshold. You must strategically assess a budget to determine which media is affordable, and most importantly which media can be successful within that budget. Never dictate media first. Budget dictates media. Each media purchased should be done with the proper baseline investment needed to be deemed successful, and solid media formulas put in place during strategic planning answer those questions. If a client wants to be on TV but doesn't have the budget to achieve the R&F, GRP, Gross Impressions, etc, needed for success than TV is not the media for them. Invest in another media that costs less, but can still create a good ROI within the budget.

Linear TV trend is declining from last 2-3 years & affluent have already moved to stream only platforms. But, still its most popular & effective media for advertisement. For good ROI through TV advertisement, Brands should define their TG well before finalising the TV channel in the targeted demography.

Audio advertising is arguably the most under valued medium in advertising. Nowhere else can you get such competitive CPM's, engaged audiences and consistently high ROI. Yet most brands ignore it. We also know that sonic branding (such as jingles and rhythmic slogans), are one of the most effective ways to win share. This is why sophisticated brands like McDonald's and Coca-Cola put so much time and attention into their audio strategy. Because they know it works. Businesses who are desperately trying to stand out from their competitors, should do the same.

Remember that a video ad can’t be seen without being watched. But an audio ad can be heard without being listened to. Audio reaches the subconscious, which is a hugely undervalued opportunity.

Don't overlook public radio. - the NPR "Halo Effect" is very real. Your business can reach an incredibly loyal, smart and often affluent audience that will appreciate you supporting their trusted information source. Spot breaks are very short - often:30 seconds in length. Your message won't be lost in a sea of commercials,; it will be meshed within the fabric of the programming, and be perceived as another piece of trusted information. Oftentimes, you can enhance your public media broadcast campaign with digital elements, i.e. digital display, livestreaming, newsletters, etc. Don't be frustrated with what you can't say in a public media campaign; the NPR audience wants to hear the facts of your business - not commercial "fluff."

Write down everything you know about the business. Find out what "type" they want and let the creative juices go! The key is to now the audience and to find out what your clients wants to achieve. Radio is the most local medium ever. Use it correctly and save money while you make money.

Radio advertising's effectiveness hinges on auditory engagement and the habitual nature of radio listeners. It's crucial to consider the station's peak times and demographic alignment with your target audience. Crafting a memorable jingle or slogan can significantly increase recall. Additionally, integrating radio with digital campaigns can amplify reach and reinforce the message, as listeners often use second screens while tuning in. Understanding these nuances can greatly influence the success of a radio ad campaign.

If your target is very specific and profiled you need a very effective way to reach those people. While paper will sustain you brand positioning on a wider and more general scale.

Le bon support pour une publicité tient compte de plusieurs facteurs. Le premier facteur est l'objectif de la communication. Une fois déterminée, elle te donnera une visibilité sur les actions à mettre en place pour la réaliser. Ensuite, il y a le second facteur qui est la cible de la campagne publicitaire. Celle-ci doit être connue de sorte à avoir une campagne mieux orientée et s'assurer un retour sur investissement. Après cela, il faudra savoir à quel(s) média(s) cette cible est plus exposée. Lorsque la cible de la campagne est déterminée et que nous savons sur quel média elle se trouve, viendra alors la question du budget de communication. Quand tous ces points sont pris en compte, il sera aisé de réaliser une bonne campagne pub.

Good old print! Choosing the right medium for your commercial involves understanding your target audience's preferences and media consumption habits. Consider the message and goals of your campaign, the budget, and the expected ROI. Analyzing demographics, interests, and behaviors helps determine whether digital platforms, television, radio, print, or outdoor advertising best align with your objectives. Testing different mediums and measuring their performance can also guide your decision, ensuring an effective reach and impact.

Print is great way to target regional audiences as well as metropolitan areas. However, look at ways to bring interactivity / digital experiences to the ads. Utilising a QR code or augmentation can help the audience have a greater experience with the ad.

If your audience is 60 to dead you need print most likely. If your audience is younger, you will not find them in the newspaper and likely find it hard to find them in magazine. The content there is never freshest and there are many other places to get your news and information in real time through the magic of your smart phone that is always on with your head pointed down to the screen. Again, planning media is about knowing your audience and where, when and how to reach them. No single radio channel is a must have and no specific medium is either.

Online advertising's dynamic nature allows for unparalleled targeting precision, leveraging user data to tailor ads to individual preferences and behaviors. This personalization can significantly increase engagement and conversion rates. However, it's crucial to balance targeted advertising with user privacy concerns, as intrusive ads can lead to negative brand perception. Additionally, the rise of ad blockers underscores the need for creating non-invasive and valuable ad content that enhances the user experience rather than disrupts it.

Let's say an e-commerce company specializing in athletic gear wants to launch a new line of running shoes targeted at fitness enthusiasts and athletes. The ad copy could emphasize the superior comfort, durability, and performance of the new running shoes. It can also highlight the unique features, such as enhanced cushioning and breathability, tailored to meet the needs of serious runners and athletes.

This comment effectively highlights the benefits and challenges of online advertising while providing guidance on how to choose the right online ad for a campaign. It emphasizes the importance of understanding the target market, selecting the appropriate platform and placement, and crafting compelling messaging to maximize effectiveness. Additionally, it acknowledges the potential risks associated with online ads, such as ad blocking and privacy concerns, which demonstrates a well-rounded understanding of the digital advertising landscape. Overall, it offers valuable insights for anyone considering utilizing online ads in their marketing efforts.

Online ads are one of the best mediums because you can start with a low budget (compared to other mediums), and you can target specific audiences, you can track and measure accurately, something that you can't do with other ads. However, if you want to target many audiences, online ads aren't the best for you, you can have TV, Radio, etc. The goal of ads is to reach potential customers and Online ads are the best for that because everyone is on the internet at least one time a day.

La publicité sur les moteurs de recherches est idéale pour les entreprises vendant des services et les artisans. La publicité sur les réseaux sociaux et sur les réseaux shopping est idéale pour les entreprises vendant des produits ou dans l'événementiel.

Trust your OOH partners when they tell you the creative is terrible. Magazine ads don’t typically translate. Choosing the wrong colors can kill an otherwise good ad.

Outdoor is the most creative medium in advertising. The size and stature of the placements are unrivalled, allowing brands to reach everyone, all at once, with maximum impact. Plus, despite it being the oldest advertising medium, it’s arguably the most innovate. Digital outdoor is a treasure trove of creative expression and opportunity, from 3D animations, to dynamic messaging and contextual placements. For creatively minded brands who want to stand out, outdoor is perfect.

Tik Tok. That’s new trend for media and generate engagemet and Call to action… Advice…Just carefull with influencers, not at all make the “match” with your brand and customer

Thumb up... But, Do not be dull and conservative. Pick the right places for your outdoor campaign and adapt it depending on the type of outdoor you are going to use. Give your billboards a more stopping power. Mix the world of 2D with the world of 3D. Transform busstops and metro stations, places where people can interact with your brands. Offer to the audience a chance to distinguish your brand from the competition.

Good outdoors! Choosing the right medium for an outdoor commercial involves considering the target audience's location and habits, the nature of the message, and budget constraints. High-traffic areas like city centers or transit hubs are ideal for broad reach, while niche markets may benefit from targeted placements like near specialized stores. Digital billboards offer flexibility and dynamic content, whereas traditional billboards might suit longer campaigns due to cost-effectiveness.

The key is to look beyond one channel to invest in a campaign that meets your audience at the right place at the right time with the right message in their decision-making journey.

First things first, ignore platforms – that comes later. Know your customers inside and out. Which media channel do they devour daily? Could traditional channels like radio/print engage the older targets? While TikTok and Snapchat work better for those avocado-toast-loving youths? Play where your audience lives.

Podcast ads are still an underutilised media channel in the UK. UK research shows podcasts are a goldmine for advertisers. With millions tuning in weekly, the medium offers unmatched engagement, a truly personal experience, with 45% listening via headphones. Highlights of podcast ads include: - Engaged Audiences: Listeners are highly attentive, boosting ad recall. - Precise Targeting: Ads reach specific demographics, enhancing relevance. - Boosted Brand Awareness: Personal connections with hosts increase trust and recall. Podcast ads deliver impactful, memorable messages to the right ears!

Something that I would look at when planning a media campaign is the sustainable aspect of it. There is a lot of 'green wash' talk but there are ways to lower the impact of your carbon footprint especially in digital channels. There are ways to buy media now with lower carbon impact and it wont be long before you can buy Gc02cpm

Choosing the right advertising channel is crucial for campaign success. Here are some tips: TV Ads: Ideal for broad awareness campaigns (region, nation, global). Radio Ads: Effective for city-wide awareness and sales-driving offers. Print Ads: Suitable for large audiences at state or city levels. OOH Ads: Perfect for hyper-local targeting in specific areas or cities. OTT Ads: Utilize video ads with micro-targeting (geo, demo, in-market). Display Campaigns (Online): Best for specific target audiences (demo, geo, interest, in-market, affinity). Choose based on campaign requirements and goals.