Today most adverting agencies break down their media mix as follows:
· TV
· Radio
· Billboard
· Digital
As media has evolved, the above breakdown has become outdated and less helpful at giving Boards clarity into mediums that make up the media of their marketing.
We encourage our clients to adopt a new approach for categorizing media. The breakdown below more accurately communicates the media mix by grouping them by their marketing style.
Boards gain helpful insights by quickly seeing which mediums promote awareness and which ones provide lead generation. Clients also get a much better understanding of how the different mediums synergize efforts and which ones are duplicating actions.
=== A New Media Mix Breakdown ===
(Mass Media)
CREATING FUTURE PURCHASE CONSIDERATION
Visual/Audio Commercials
· Broadcast TV
· Cable TV
· Over the top (OTT)
· Youtube
· Internet Pre-roll
· Social Media
Audio Commercials
· Broadcast Radio
· Online Radio
Static Visual Banners
· Outdoor Billboards
· Online banners
· Mobile banners
· Social media
· POP materials
· Magazine ads
(Targeted Media)
LEAD GENERATION
Targeted In-Market Engagement
· Google Adwords
· Direct Mail
· Email Marketing
*Experiential Marketing:
· Vehicle Displays
· Ride & Drives
Experiential is a unique advertising medium. While each event lacks scale, they build awareness through visual/audio/tactile marketing, as well as generating leads among in-market shoppers. This medium works best when kept to 3% to 5% of the total budget.