How can you evaluate cost-effective media channels for advertising?

'Cost-effective' is a paradox. If you're looking for solutions based around "cost" - then you're looking for efficient channels - NOT effective channels. You'll be looking at channels that can drive an improved performance on any metrics that sound like "cost per", "return on" etc... these all drive efficiency. If you're after "effective" channels, you need to determine the channels that best support your media tactics in order to reach your strategic or campaign objectives NOT efficient channels. Most marketers focus on "efficiency", rather than "effectiveness". A job half done, at half the price, is not the benchmark of success. "You can't cut your way to growth" quoted by Not Me (unfortunately)

Evaluating cost-effective media channels for advertising involves analyzing both quantitative and qualitative metrics. Quantitatively, calculate the CPM or CPC to compare the financial efficiency across channels. Additionally, assess the conversion rate to see who sees or clicks and who acts. Qualitatively, consider the alignment of the channel's audience demographics and psychographics with your target market, ensuring your message resonates effectively. Leverage analytics tools for real-time data, enabling adjustments for optimal ROI.

Existem muitas armadilhas para quem busca apenas pre?o e ROI. é importante levar tantos fatores objetivos como subjetivos em uma campanha digital. Nem sempre o custo por clique resolve tudo. As vaidades de likes e seguidores muitas vezes n?o se confirmam no caixa. é preciso experimentar diversas solu??es e ir descobrindo onde est?o os melhores resultados. Importante n?o se tornar dependente de apenas 1 ou 2 players de mídia, ou mais tarde irá ter que come?ar a jornada do zero. Encontrar parceiros sérios e comprometido com resultado a longo prazo, essa é a única saída.

Foremost define your objectives with clarity—are you aiming to elevate brand awareness, cultivate leads, ignite sales, or fortify customer loyalty? Select the metrics that will enable you to achieve your objectives - will you measure success through reach, impressions, click-through rates, conversions, cost per action, or return on ad spend? Now tailor your approach to align intimately with your goals, crafting a roadmap uniquely suited to guide you toward advertising excellence.

In my experience, make sure you define your objectives and create measurement tools (ex Brand awareness, generate leads then track results) Then match your target customer to the media outlet that best fits the same demographic. The most efficient use of marketing dollars is directing the right message to your best potential Customer. Make sure your message is creative and stands out. The formula we use in Radio includes the right station, creating the right message and building a campaign with the right frequency. Be sure to analyze your ROI and repeat successful marketing campaigns. A cost effective campaign will be one that gets you results.

People are not equal. If I'm advertising shoes, I am willing to pay more for a person's click who's clicked on 10 shoe ads and bought from 2, than for Mark Cuban's 3 clicks (no offense Mark, you were the first to come to mind). Let me repeat: In advertising, people are NOT equal!

This is a no brainer and goes without saying. Understanding a well defined target audience is a key element of reaching your marketing and communication goals. Applying the necessary research tools and techniques in the beginning, will give you a straightforward idea of who to target, why target them, how to target them, where to target them, and when. Keeping your target market and audience close will go a long way. Utilizing approaches such as social listening and community management will be a key element in successfully understanding your intended audience and what they want and need from you!

Understand the target audience, or audiences, and specify the purchasing function of each one. And looking at media habits from a 360-degree view is always the right result. For example, if the company is mature and seeks business longevity, the strategy may be to seek new audiences, or what I call pre-target audiences. For example, approaching colleges so that professionals have contact with your brand before they even graduate. And when they enter the job market, they choose their product and/or service.

Fundamental esta etapa, especialmente para no solo entender cómo se debe desarrollar el contenido, cada contenido debe ser definido para cada canal bajado desde el concepto general de la campa?a, debe tener su propio formato. Por eso en las mediciones de eficiencia del canal no de puede hacer simplemente por las métricas simples de canal, en ellas puede haber una alta responsabilidad del formato del contenido que se haya desarrollado, ejemplo en tik tok, no de puede evaluar el canal si el formato no cumple con esa característica de contenido que habla del “hook” de la pieza en los primeros 2 segundos. Las mediciones están, pero deben dársele diferentes miradas y preguntarse varias cosas antes de castigarlo o premiarlo por unos números

Definir público-alvo é posicionar seu produto para aquele perfil que mais poderá se beneficiar do seu produto e dessa forma tem o maior potencial de consumir seu produto. Muito essencial para garantir a efetividade da campanha e retorno dos investimentos.

Always compare! To evaluate cost-effective media channels for advertising, analyze the potential reach and engagement of each channel against its costs. Consider the target audience's media consumption habits to ensure relevance. Measure past campaigns' ROI on various channels to identify those with the best returns. Factor in production and placement costs, and explore bundled or negotiated rates for better deals. Utilize metrics like cost per thousand impressions (CPM) and cost per click (CPC) for a comprehensive comparison, and continuously monitor and adjust your strategy based on performance data to optimize spending and maximize impact.

I always compare the media channels in order to understand which channel is suitable for my objective with high conversation rate and less cost. I always compare the previous activities that I done to have learning lessons to avoid wasting time/money. The best option to have a media mix then optimize your costs in daily basis to achieve your goal successfully.

Os canais de mídia mais econ?micos tendem a ser aqueles com uma grande audiência e que possuem o maior tempo de tela por usuário. Por exemplo, o Linkedin possui uma grande audiência, no entanto, possui um baixo tempo de tela por usuário, tornando essa mídia mais caras que as demais.

don't limit your self to a historical success or lose, keep tring new medias and formats. just because something works or didnt a month ago doesn't mean it will do the same now. keep 10 - 15% of your budget for experimenting

Hay que entender que la inversión en medios debe estar sustentada con el retorno proyectado que obtendremos. Puede que invertir en redes sociales sea más económico que un anuncio en medios tradicionales, pero si nuestro target consume más TV o prensa, una pauta digital será plata al agua, porque no generará el retorno esperado. No obstante, siempre es importante considerar que una agencia de medios puede armar paquetes orientados al cumplimiento de tus objetivos y en ese mix se podrá optimizar tu inversión.

What you don’t know, you can’t navigate. Having a forecast for any media plan, idea or strategy will help you have a guiding line of what happened in the past campaigns and the achievable goals for the future. That's why if the company has never done this process before and there's not much data about it, ask around! Get an idea of what worked in the past and then You will create the first step-stone in the calculations and forecast of the Area.

Algo que aprendí en mis primeros a?os como publicista es que no se puede mejorar lo que no se mide. El primer paso, y diría que el más importante, es tener claridad sobre las cifras actuales (ventas, tráfico a la web, seguidores, etc.) para que sobre ese número analicemos la variación posterior a la campa?a y se apliquen mejoras continuas. De igual forma, necesitamos saber si hemos recuperado, como mínimo, la inversión en medios para tener nuestro punto de equilibrio.

Understanding media effectiveness and efficiency is crucial for maximizing ROI in advertising. Effectiveness measures the impact of your ads, while efficiency focuses on cost management. It's important to note that high effectiveness doesn't always mean high efficiency. For instance, a campaign may generate a lot of sales (effective), but if it costs disproportionately high, it may not be efficient. Conversely, a cost-efficient campaign might not yield the desired level of impact. Balancing both is key to a successful advertising strategy.

Para testar a eficácia e eficiência de um canal de mídia, é fundamental realizar uma análise criteriosa de diversos aspectos. Isso inclui estudar o público-alvo do canal, suas características demográficas e comportamentais. Além disso, é importante avaliar a capacidade do canal em alcan?ar esse público de maneira significativa e gerar as convers?es desejadas, como vendas ou leads. Testes A/B s?o uma ferramenta valiosa para comparar diferentes abordagens e mensurar o impacto de ajustes nas estratégias de publicidade. O monitoramento contínuo dos resultados é essencial para identificar padr?es e tendências ao longo do tempo, permitindo ajustes rápidos e otimiza??o da campanha. Ao adotar uma abordagem de teste e aprendizado constante.

Es muy importante saber que EFICACIA y EFICIENCIA no tienen porque ir de la mano. Un error muy típico es pensar en medios ATL porque nos ofrecen un alcance masivo, son eficaces, pero no siempre tienen porque ser eficientes. De hecho, salir en tv ya de por sí nunca será eficiente a no ser que tu objetivo sea aumentar el conocimiento de marca o maximizar el alcance de forma indiscriminada.

For local governments and non-profit organizations, efficiently evaluating media channels for advertising ensures wise use of public funds and effective community outreach. Key steps include: 1.Define Goals & Audience 2. Research Channels 3. Analyze Cost-Effectiveness 4. Consider Multi-Channel Strategies 5. Pilot and Measure 6. Seek Community Feedback 7. Ensure Compliance & Transparency By methodically assessing channels, municipalities and non-profits can effectively use advertising to engage the community, ensuring accountability and strategic use of resources.

La publicidad es 90% investigación y 10% de magia. Puede que toda los inputs de nuestro Planner se vengan abajo por una tendencia que rompió internet o por una crisis nacional que cambia las prioridades. Por ello, revisar y analizar diariamente nuestra campa?a es vital para que se puedan aplicar las mejoras necesarias y, sobre todo, para saber cómo está reaccionando nuestra competencia.

Esto es solo posible cuando estás trabajando el mix de medios BTL porque de lo contrario, habitualmente para hacer prueba de mix de medios que contemplen medios ATL, lo que nos hace falta es mucho presupuesto para test A/B de campa?a y además, nos limita mucho la toma de decisiones a tiempo real.

No wastage, finding the correct audience. Money can't buy publicity and promotions. All of that is cost effective. Targetting.

Sal de la caja. Sin duda no hay publicidad más efectiva que aquella que te hace tener un factor de WOW! y que puede pasar por medio de crisis y teimpo sin perder su relevancia.

The content that you use will have a significant impact on the engagement that you receive. Its very important to make sure you have well thought out and well positioned content whether this is photography or film. Need to keep the vibe of the content relevant to the audience and the message you are deploying. Don't take shortcuts on content it can make all the difference.

‘Media Impressions’ are not created equally. A million impressions on a schedule could deliver audiences anything from a forgettable yawn, to a fly-swatting snarl, to a positive likeable feeling of “OK”. And, very occasionally, when the media and creative chime perfectly together, a memorable, sometimes unforgettable, moment of WOW. Channels and formats have differing signalling strength and effects, and it is difficult to base efficiency decisions on CPT

Compare to historical data. Create a data storage in the way you can check new strategies, improve the old ones, and have a track record. The old intern data is gold. Learn how to store and use it.

Mi gran consejo, la Medición debe guiarnos, pero nunca nos dará una respuesta 109% confiable sobre lo que hicimos y menos sobre lo que debemos hacer a futuro, son números que debemos llevar para tener en cuenta, no para darlos por sentado como grandes verdades.

Certa vez, quando a verba era muito curta, optamos pelo contato direto com o cliente (one-a-one), por meio da abordagem telef?nica (voz) e escrita (postal). Pode parecer que s?o meios de comunica??o já antiquados, porém, pela escassez do envio de correspondências, quando o público alvo recebe via correios um impresso personalizado, claro e objetivo, tende a dar muita aten??o, justamente por ser uma mídia cada ano mesnos utilizada. Em minha experiência, pudemos nos manter dentro da verba, atingindo apenas o público que nos interessava e obtivemos uma taxa de retorno (CPM) acima da média.