Media placement in advertising is as important as the advertisement itself. That is why the strategy to media placement must be very carefully thought and planned. The options to advertisement have become, you might say, unlimited, but are all of them suitable to suit your purpose? The answer is probably a no. Prior to planning an effective media placement, it is fundamental to carry out deep research on your goals, audience, and budget. The three aspects should be your main consideration, and they play an important role for you to decide which strategy you’re going to opt for.
Goals
What goals do you want to achieve in a campaign? Is it to raise awareness to your brands, or is it to generate leads? Or is it probably a bit of both? With different goals, you might have to employ different approach in planning media placement.
For example, if you’re a new business and want public to start noticing you and your product, you might want to consider placing your ads in a more mainstream media like TV or newspaper. However, if your purpose is to retarget, you can aim for certain channels.
Audience
Who your audience is will decide how your plan and strategy will go. Are you targeting the whole citizens in the country? Are your ads meant to be seen by teens from the age of 13 to 17? After deep research on your target audience, your next move is to study which channels they use the most.
For example, it would be a great idea to utilize social media marketing if you target young-adults.
Budget
It’s another deciding factor. No matter how grand your plan is, at the end of the day, you’d have to make do with the available budget. As much as every company wants to place an ad in the front page of the New York Times, clearly not all of them has the necessary resources. To still make a successful campaign, you might have to make a few adjustments along the way of planning your media placement. And that’s totally okay. With the many options for media placement these days, there’s a right place for every business.
References:
https://blog.epicosity.com/what-you-need-to-know-about-media-buying-and-placement
https://www.marypomerantzadvertising.com/blog/media-placement-specialists