Our media department has long-standing relationships with the majority of media owners, both on- and offline.
We identify, research and negotiate the most competitive rates in the business and often exceed client expectations, in terms of our media selection, buying and evaluation capability, through offering added-value wherever possible, whether it’s advertorial or editorial, digital content or social sharing.
Omnichannel marketing has to be seamless, people want messages and experiences that engage with them in their daily routine, regardless of the device they’re on, the store they’re in, or the media they’re consuming.
The media landscape has evolved significantly and a greater focus is needed on diverse media plans to maximise overall campaign performance, due to the changing media behaviours of different demographics and age groups.
For all adults, two media channels, Commercial TV and OOH, command the highest reach and time spent, with one-to-one media channels of functional internet and social media following just behind. This illustrates the clear benefit of utilising a variety of media platforms to optimise campaign delivery.
TV advertising is still the leading advertising format, used to convey a paid message on television which typically promotes a product, brand or service. Our media planners have an innate understanding of audiences and their daily media habits, including their preferred device, whether it be on a TV set or a Mobile phone. We use a combination of Direct response TV, which remains one of the most commonly used strategies for businesses and brands globally, Broadcaster Video On Demand, TV Sponsorship and Product Placement.
By utilising the various audience research data pre-campaign, we can identify who and where our target audiences are and then strategically plan how we are going to reach them. We can track and optimise TV campaigns in order to find out exactly what is working and what’s not, by using an attribution, spot-for-spot, TV tracking system that gives us insight into the performance of response-driven campaigns. This insight can identify trends, opportunities, underperformance and what steps to take to increase efficiency.
OUT OF HOME
Out-of-home (OOH) advertising reaches consumers when they are “on the go” in public places, in transit, waiting and/or in specific commercial locations, such as in a retail venue. Billboard advertising is a traditional OOH format, with roadside billboards remaining the predominant form, but there has been a significant growth in digital OOH in recent years, as it is easy and less costly.
Many DOOH solutions are already being used in previously traditional spaces, for example with Street OOH, which is mainly seen in urban centers, from bus shelters, to news-stands, malls and distributed across place-based networks in venues. Transit advertising also offers a combination of static and digital sites at airports, buses, subway advertising, truck-side, food trucks and taxis.
Location-based advertising (LBA) integrates mobile advertising with location-based services and can be used very effectively in conjunction with OOH, especially DOOH. The technology is used to pinpoint consumers location and provide location-specific advertisements on their mobile devices. Unlike other traditional media, LBA can also be used to provide research that can be used to tailor future offers.
The radio landscape has reinvented itself dramatically, tapping into the broader resurgence of audio as a marketing channel, the digitisation of radio is fuelling greater diversification within the industry, enabling the rise of more niche stations. Radio stations offering advertisers an array of audiences and segments, from online radio, podcasts, audio channels such as smart speakers, app based radio, broadcast, including AM/FM and satellite, community, campus, hospital and even retail radio.
Radio will continue to modernise in a way that helps brands reach new audiences, to reinforce its position as a relevant and reliable advertising medium. So whether it’s a traditional radio spot, sponsorship, live reads, competitions, outside broadcast and even social partnership opportunities, such as Influencers in the way of RJ’s representing your brand, we know this medium like the back of our hands and how best to make it work for you.
Radio is still a very popular medium, outperforming press, and is a relatively easy way to get your messages out instantly. It is a great medium for targeting specific niche audiences, for call to action and event announcements, whether it be a sale, a music concert, a brand activation or an in-store promotion. If you would like to know the benefits of using radio to support your next campaign, talk to us about the best omni-channel strategy for your brand.
Publishing (Print & Press) still has its own unique audiences and through using a combination of both on- and offline, even sharing content with their social audiences, still tends to be more appropriate than other mediums when it comes to some specific target markets, products or services. While print media is no longer necessarily the first option for many businesses, it does play a critical role for specific verticals and/or marketing categories.
Communication to the readers, followers and fans of Print and Press titles, needs to be tailored around them, the audience. Advertising through using a combination of online and traditional print, press dailies, including community press, can be very effective if you use a combination of Brand, Advertorial, Product Placement, Inserts, Bagging and Sampling, and other opportunities for your brand to reach the right audience with the right message.
Although cinema viewership and attendance has dropped off slightly over the last 5 years, it is enjoying a bit of a resurgence, and it still delivers your message to a captive audience that is qualified and quantified. Cinema-goers, in the majority, agree that it is all about the entertainment, it’s a night out with family and friends and the best way to experience a film. The peak day for visiting the cinema is still Saturday, so it’s an opportunity for brands to communicate and engage audiences when they are happy, relaxed and feeling positive.
The big screen can use full sight, sound and motion to increase ad recall. Unlike radio, cinema is not reliant on great frequency to have effect, once with a good commercial will engage the audience. Then consider additional opportunities, the online audience, social followers and fans, augmented reality or theatre, display advertising on screens in foyer areas, activations and even advertising on the popcorn boxes, which all add up to provide cinema-goers a fully immersive experience, especially when used in combination and/or in conjunction with a focused OOH campaign that is catchment area focused.
Opportunities to target the right customer with the right message, in the right way, at exactly the right time have never been greater. From expertly gathered insights, we deliver highly targeted campaigns with a measurable ROI.
Our search specialists ensure we drive qualified traffic to websites that convert into sales, leads and/or downloads. Our Google Certified team utilises the most-up-to-date ways of increasing effectiveness, localisation and relevance, they blend innovation and strategic insight with data expertise to ensure paid search activity always delivers results.
Want to know more… check out our digital marketing services.
With Social Communities becoming one of the biggest growth opportunities in marketing, be sure to develop a social presence that drives business results. Our Social team pairs creative and messaging with media to complement each other, working in parallel to engage your desired audience. Different audience segments behave differently when it comes to their social media usage, from Snapchat to WhatsApp, Instagram, Facebook, Twitter and the list goes on, depending on which country they’re in, whether they are Gen Z, Gen Y or even Silver Surfers.
So, whether you are launching a product, promoting an event or increasing brand awareness, paid social media campaigns are a cost-effective way to promote your business. Add an Influencer strategy, a few key bloggers and vloggers, plus a combination of paid media, earned media and owned media to get maximum exposure for your inbound marketing campaign, then add social shopping through ecommerce and it’s job done.
MOBILE AND APPS
Smartphones have entirely changed the media landscape, we’ve moved on from simple SMS and MMS, to consuming, engaging and purchasing products and services using our phones. An array of opportunities now exist, including mobile location-based advertising, which offers a strategic, cost-effective way to use the one thing consumers always have with them: their phone. Through audience targeting and creative strategies, we amplify existing media campaigns with mobile location-based ads across TV, radio, print, out-of-home (OOH), and digital.
Additionally, the rapidly changing App marketplace is creating new complexities but also new opportunities for advertisers who have the right tools, strategy and execution team in place to dominate their vertical and be well positioned for viral growth on the app store.
Then there’s augmented reality, virtual reality and gaming. The opportunities to engage with audiences through their devices and behaviours is increasing every day, with new technologies being developed to improve the quality of engagement with quantified audiences that provide measurability.