Archive for the ‘Media Strategy’ Category

Adjust Your Media Planning with Ever-Changing Consumption

I once worked for a guy who loved to say, “Change is good. We should all kiss change on the lips!”

But as a media director faced with the constant whirl of changes in the media industry, it’s not always easy to get cozy with change. Media influences our lives virtually every waking minute of each day (for those of you that sleep with your smartphone, make that 24 hours a day). This obsession with media and proliferation of media choices creates constant shifts in media consumption, both offline and online. And because people now graze through media throughout the day, the media campaigns we recommend to our clients require much more analysis. Media as a whole has evolved into an incredibly powerful entity. Continue reading »

How to Localize a Brand

Even when your brand has national or regional appeal, sometimes it’s beneficial to customize your communications even further to the local markets. That way you show relevance to their unique culture — and show them that they matter to you. Here’s five steps we took to localize the Texas Oncology brand for one of their toughest markets, Amarillo.

1. Conduct Research

Before you start to alter the brand, do your research. Learn about the market — demographics, psychographics and media trends, and then dive into the competitive landscape. Continue reading »

Modern Advertisers Invest in Mobile

In a world and industry that are ever-changing, it’s difficult to stay current. You can build a media plan in November for a January launch and by Q2 there might be a whole new technology available that will make your plan outdated. You can rely on trends and prediction reports, but at the end of the day, they are just one person’s opinion versus another’s.

“Time Spent” Research Predicts Mobile Ad Increases

It is typical that consumer time spent with media will help determine an advertiser’s media mix. A recent eMarketer report stated that while 8.1% of US adults’ time spent throughout the day is on their mobile device, only 0.5% of all US ad budgets are supporting mobile ads. Continue reading »

The Digital Ad Debate: Facebook vs. Google

Ever since Facebook Ads launched in 2007, there have been many debates about which platform is superior: Facebook Ads or Google AdWords? Who should you believe?

Let’s take a moment to compare the two: Continue reading »

How to Analyze the Success of a Media Campaign

When it comes to media buys, “how do we measure campaign success?” is the million-dollar question. It’s also a fair question, considering that media campaigns represent the bulk of a client’s marketing budget. These days, there’s a critical need to demonstrate return on investment.

My response is always the same: We measure and analyze the key metrics that matter the most to each client. We need to understand how our client defines success before we can even think about analyzing it: Continue reading »

Audience Targeting in Healthcare Advertising

Understanding your audience is the most important aspect of media placement. Many people think audience targeting begins and ends with customized ad copy and creative. The fact is, the who, what, when and where of your audience impacts when, where and how you place ads.

In healthcare advertising, we typically target healthcare professionals or consumers. Using audience personas, let’s see what a holistic approach to targeting would look like. We’ll start by detailing a typical day and then show where we would place media. Continue reading »

Are You Ready for the Mobile Majority?

According to an article published last year by Mary Meeker at Morgan Stanley, in 2013, more people will access the web from a mobile device than from a computer. This prediction could dramatically change the digital marketing landscape. And healthcare marketers can’t afford to lag behind.

Many of us wait to test new options, allowing the experiences of our peers — and competitors — to determine whether those options are good for business. Preliminary trends in mobile marketing favor early adopters. Consider these four reasons to invest in mobile advertising: Continue reading »

Research in Motion Patents Adaptive Billboard Technology

The density of our advertising messages is limited by a number of factors, the most crucial being the amount of time we have in front of our audience. In creating billboard advertisements, we’ve erred on the side of short and sweet — a motorist cruising by at 75 MPH can only process so much information. Of course, when traffic screeches to a halt, we’ve suddenly got a lot more time to make an impression.

Blackberry manufacturer Research In Motion (RIM) is seeking to take advantage of traffic jams with what’s being called “Adaptive Billboard Systems”. Combining LED billboard technology and relatively low-tech traffic sensors, adaptive billboards can show more or less text depending on the speed of ambient traffic. Continue reading »