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A Practical Guide to Multi-Layered Media Campaigns

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In our latest SlideShare presentation, we map out three reasons we believe you should take a multi-layered approach to media campaigns, identify several traditional and digital media vehicles, and share a few thoughts about ad fraud prevention.

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A Practical Guide to Multi-Layered Media Campaigns

  1. 1. A Practical Guide to Multi-Layered Media Campaigns 1
  2. 2. Why Multi-Layered Campaigns? 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 the target audience, and that the audience will respond. 2
  3. 3. 1. Consumer Behavior Position your message to reach audiences as they consume information across multiple platforms throughout their daily lives. 3
  4. 4. Consumer Behavior ● In a typical day, your audience views multiple screens, communicates across mobile and desktop devices, and enjoys a mix of online and offline programming. ● In the Boston DMA, 45% of all households use a mix of both traditional and streaming television. ● With so many media consumption options available to your audience, it is critical to serve your message on more than one media platform. 4
  5. 5. 2. Reach and Frequency All media plans revolve around a preferred balance between reach and frequency. 5
  6. 6. Reach and Frequency ● Reach represents the number of audience members exposed to your message. ● Frequency is the number of times your target audience is exposed to your message. ● As a rule of thumb, a person needs to be exposed to a message five-to-seven times before they’ll perform a particular action step. ● Placing ads across multiple media platforms helps build frequency while achieving effective reach. 6
  7. 7. 3. Creative Ad creative should be varied and fresh to keep your audience’s attention and effectively deliver your message. 7
  8. 8. Creative ● Creative fatigue is a real phenomenon in which an ad is over-delivered and the target audience eventually tunes out the message. ● Audiences stay more engaged when your message is exposed across multiple platforms with visually interesting and diverse ad units. 8
  9. 9. What Types of Media Vehicles? The media mix is determined after you’ve identified your target audience(s) and established your campaign goals. Many campaigns combine both traditional and digital media vehicles. 9
  10. 10. 1. Traditional Media Vehicles Traditional media vehicles are typically used to raise awareness of your brand. 10
  11. 11. Print Publications ● Print, in the form of daily or weekly newspapers, magazines and journals, continues to be a relevant option if you are looking for a tangible messaging environment. ● Placement of print ads within selected editorial environments allows for consistent exposure in relevant content. ● Print readers tend to be loyal readers and skew older than the general population. ● Print works best as an awareness-building tool in concert with more response-driven media vehicles. 11
  12. 12. Outdoor and Transit ● Out-of-home (OOH) ads appear across static and digital billboards and posters located along roadways and on street furniture, recycling and trash containers, and other street-based surfaces. ● Transit advertising is placed on the interiors and exteriors of trains, subways, and busses, as well as in transit stations on posters, kiosks, and other surfaces. ● Outdoor and transit advertising, like print, works best as an awareness-building tool in concert with more response-driven media vehicles. 12
  13. 13. Broadcast TV and Radio ● Broadcast tv and radio offers extensive audience reach for brands looking to heighten exposure and raise awareness. ● Production costs are typically higher for traditional broadcast media channels. ● TV and radio audience delivery is measured via a standardized system of rating points representing percents of total demographic groups. 13
  14. 14. 2. Digital Media Vehicles Digital media vehicles are constantly evolving, as are the ways in which they can be used. 14
  15. 15. Digital Display ● Online and mobile display banners are placed across a series of secure websites that are reflect audience interests and online search behavior. ● Display ads are served based on available impressions and drive traffic to campaign-specific landing pages. ● Geotargeting allows you to focus ad delivery on specific geographic areas, zip codes or regions. ● Geofencing allows you to target mobile device users in close proximity to a specific landmark, such as a school, conference center, or retail location. 15
  16. 16. Retargeting ● Retargeting is often used to build frequency. ● During a campaign, when someone visits your website or landing page, but does not perform a desired conversion action, they are tagged with a cookie—pixel code that indicates that the individual has shown interest in your message, but has not yet committed. ● Pixel tagging insures that your message will continue to be served to this individual throughout her online journey, encouraging her to return to the website or landing page to follow through on her inquiry. 16
  17. 17. Paid Social ● Advertising on social media platforms like Facebook, Instagram, Twitter, Snapchat, LinkedIn, Pinterest, and YouTube is an effective tactic to reach highly targeted audiences. ● These social channels are highly visual, requiring quality images and video content to capture the attention of target users. 17
  18. 18. Paid Search ● All of today’s search engines offer paid advertising, the most well-known being Google AdWords. ● Paid search ads are served within the Search Engine Results Protocol (SERP) when a user conducts an organic search for a product or service using a specific keyword or keyword phrase you have identified as part of your keyword strategy. ● Advertisers bid for keywords. If the bid amount is sufficient, and other factors are met, the ad is served. ● Advertisers only pay the bid amount when the user clicks on the ad. 18
  19. 19. Streaming Audio and Video ● An alternative to terrestrial radio and tv is streaming audio and video. ● Streaming products offer endless targeting options based on user preferences and geographic locations. ● Streaming radio and tv ads are sometimes offered by traditional media outlets, but they can also be purchased from popular streaming apps like Pandora or Spotify. 19
  20. 20. Additional Digital Vehicles ● As podcasts continue to gain audience share, it is becoming easier and most cost-effective to advertise on individual podcasts or on groups of podcasts. ● Online games often have advertising opportunities, and it is now possible to advertise on these platforms. ● Mobile In-App ads appear in specific apps and reach targeted audiences. For example, Waze is an app that uses geofencing to let their users know when they are close to a coffee shop like Dunkin’ Donuts. 20
  21. 21. 3. Ad Fraud Prevention With digital advertising comes ad fraud. Make sure you are protected. 21
  22. 22. What is Ad Fraud? ● Ad fraud is the practice of serving digital ads that have little to no chance of being viewed by a real person. ● According to the Association of National Advertisers, in 2017 bots accounted for approximately 9% of digital display advertising spending and caused a total of $6.5 billion in economic losses globally. 22
  23. 23. Limiting Your Exposure to Ad Fraud ● Abide by the TAG Certified Against Fraud Guidelines, created by the American Association of Advertising Agencies, the Association of National Advertisers, and the Interactive Advertising Bureau. ● Proactively monitor fraud, blocking domains and apps that have a lot of fake traffic. ● Whitelists identify high-quality websites with content that fits your brand. Blacklists identify websites with fake traffic or content that doesn’t fit your brand. ● Brand safety filters exclude websites with sensitive content, such as nudity, guns, and alcohol. 23
  24. 24. Questions? We’re Here to Help. Richardson Media Group is a strategic media planning and buying agency that negotiates and manages advertising campaigns, crafts content, and performs SEO to help brands raise their profiles. 24
  25. 25. Anne E. Richardson Anne brings dual careers to her role as CEO of Richardson Media Group. Years running agency media departments along with earning her M.Ed. and becoming an educator naturally converged towards an entrepreneurial path. Our clients value her deep understanding of the ever-changing paid media landscape, her strategic focus and her detail-oriented approach to campaign management. We love her commitment to maintaining the highest standards and passionate vision for our future. 25
  26. 26. Erica A. Holthausen Erica has worked across a variety of industries, but most of her career has been focused on marketing and business operations. She brings these varied experiences, along with a wicked sense of humor, to her role as Operations Manager and Content Developer at Richardson Media Group. Our clients appreciate her smart, creative personality and her impressive organizational skills. We love her willingness to dive in head-first to keep our projects running smoothly. 26
  27. 27. Thank you! We’d love to hear from you! Richardson Media Group, Inc. 59 Bow Street Portsmouth, NH 03801 (603) 373-8866 info@richardsonmediagroup.com www.richardsonmediagroup.com 27