The sheer volume of media options requires more than scratching the surface with simple numbers. You have to go deeper into your targets’ habits and interactions.
Traditional and digital media landscapes are ever-changing. New media and communication networks are emerging, and adaptation rates vary greatly by local market, as well as by the type of consumer. That makes determining the proper platforms to reach your target a much bigger challenge. Scarborough offers the ability to quickly analyze media preferences, so you can create the proper mix of both traditional and non-traditional venues for a media buy.
An Atlanta advertising agency was creating a media plan for a local Honda dealer. In addition to the broader targeting of all potential new car purchasers, they also wanted to focus on Spanish-Dominant Hispanics as a new growth opportunity. The plan was to use traditional media for their overall reach and frequency strategy, but determine if digital and social media should be used to increase brand awareness and loyalty. Getting the proper mix and dollar allocation was the key to keeping within their client’s budget.
An efficient media plan was put together that utilized traditional media for mass reach and frequency. The buyers also incorporated a digital plan that successfully delivered targeted messaging, promotions and branding. With the proper budget allocation, they were able to achieve their campaign goals.