Information in magazines and newspapers tends to be retaine longer because people can read quicker than they listen. However, brands tend to avoid these mediums are they are considered old school and only reach certain people.
Depending on the target audience, a media buyer may place an VP Security Email Lists ad in a magazine or newspaper because consumers trust the publications they pick up. Another benefit is that they can reach more than the target audience.
A local brand may allocate a very small percentage of their media buying budget to their local newspaper. With this medium, marketers can choose where their ads are placed for more precise targeting.
TV and Radio Buying
Even though a media planner may deem it necessary to allocate most of the budget to digital marketing tactics, traditional media buying should not be overlooke. TV and radio are still major buying channels.
Even as social media takes over, the channel with the biggest reach remains to be TV. Because of the advances in technology, people can watch live TV wherever they are on their tablets or smartphones.
Over-the-top (OTT) TV and traditional TV advertising should be part of a media procurement strategy when a brand can afford it. A media buyer will use analytics and ratings to decide which TV placements are best for the brand.
As for radio, with the addition of music streaming services like Spotify, Pandora, etc., more opportunities are created for brands to reach people. In fact, this is a great way to implement repeat exposure techniques.
Buying a radio spot through your local station or even a national station will depend on your audience. Through media planning research, an expert can decide if a traditional radio spot is the right path for your brand or a bust.OTT Advertising
OTT advertising is delivere through streaming video services over the internet. It gets its name “over-the-top” from its ability of it to bypass traditional TV that normally controls the distribution of media.
Media planners and media buyers may opt for this technique as it is a way to reach their intended audience directly. It allows for more freedom and leniency compared to pre-planned broadcast schedules.
There is also no need to worry about geographic limitations with OTT advertising. Other benefits of the OTT method include:
- Precise targeting
- Enhanced ad relevance
- Increased engagement
- Focused media buying strategies
- Improved accountability
OTT advertisements may be displaye across a device, such as Roku, or a streaming service. You can buy these ads through Guaranteed IOs (insertion orders) or with data-driven programmatic buying.
Guaranteed IO has set-priced buys that are based on the frequency and reach. Programmatic buys for OTT work the same as other ad spaces being based on real-time bidding.