Megan Olson

As advertisers look ahead to 2020, many feel they must choose between an advertising path focused on mass reach brand awareness or an alternative path to direct sales through targeted digital media advertising.

Many recognize the power of promoting a brand through a strategic mass media approach but cannot deny the benefits and return on investment offered by a targeted digital plan. 2019 marked the first time digital ad spending surpassed traditional media spending, signaling a shift in strategy, budget and execution by many U.S. brands. At A. Bright Idea, we believe a strategic digital media plan can increase brand awareness and drive leads, using a combination of cost-effective advertising tactics.

In the past decade, digital advertising capabilities improved significantly, giving advertisers the opportunity to target niche audiences, see results in real-time and make adjustments mid-campaign to impact sales and maximize budget. Audience targeting capabilities also improved with audience segmentation, enhanced geo-targeting and IP-targeting. The incorporation of first-party, third-party and CRM data gave digital advertising legitimacy in the lead generation space. This data-driven approach allowed advertisers to focus on an audience most likely to interact with their brand and used tangible data to reach the lower end of the purchasing funnel. And, best of all, digital advertising costs a fraction of many broad-reaching mass media buys.

In theory, converting to a pure digital advertising campaign checks all the boxes, but this approach has its drawbacks too. High frequency of exposure to the same audience can cause burn-out and potentially turn consumers away from a brand. Also, limiting reach to those already in the funnel ignores a potentially untapped audience of new customers. Once marketers churn through existing leads, they must find ways to feed the top of the funnel and ultimately cultivate new leads, which cannot be done at the micro-level.

Fortunately, companies do not have to stand on one side of the advertising fence or the other. With more options than ever before, the right formula often includes a combination of digital media that reaches the target audience at multiple points along the consumer journey. As we look to 2020 and consider all of the media options around us and those yet to come, A. Bright Idea considers the following to help build and ultimately execute an effective media campaign:

  • Know your target audience
  • Outline campaign goals and objectives
  • Pinpoint key timing and benchmarks
  • Determine what you want to learn from the campaign
  • Identify key metrics to measure campaign success

 

Learn more about how A. Bright Idea can build a media plan for you! https://www.abrightideaonline.com/work?select=advertising-services

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With so many options for marketing and advertising your business, your brand, your strategy should never be 100% focused on one medium. In fact, an integrated communication plan, combining marketing initiatives, public relations support and advertising continues to help businesses reach their key stakeholders more effectively.

As part of this integrated strategy, let’s focus on a rapidly growing form of advertising that is proving to have positive effects on businesses and their target audiences – digital advertising.

There are various forms of digital advertising – banner ads, video pre-roll, and of course mobile! If digital advertising is something completely new to you, take a moment to review our tips for a Quick Fix in building your digital strategy, defining the various opportunities with digital advertising as well as ways to help you determine if digital advertising is something A. Bright Idea can help you plan as part of your advertising strategy.

 

First, ask yourself a few questions:

  • What are your goals?
  • Does your present advertising approach directly support those goals?
  • Are you tracking/will you be able to track the results towards your goals?
  • What is your profitable conversion rate? (What will make the campaign financially successful?)

Once you’ve evaluated these questions and have determined that digital advertising should be part of your advertising mix, the next step is to determine the best digital platform to use. There are a variety of options available, with more presented almost daily! Based on an integrated approach, below are a few examples based on online advertising tied to a print publication. There are a number of radio and television networks offering online advertising opportunities, which also offers another medium to promote the online property, and as a result, your advertising with that site.

Digital Advertising Terms

If you’re considering incorporating a digital strategy into your integrated communication plan, be sure to consider your options wisely. Because of the format, sometimes purchasing by impressions, there is a number of other considerations that must be reviewed in order to ensure a smart and effective advertising buy. For more information on this advertising medium or to develop your own digital advertising strategy contact A. Bright Idea’s advertising and interactive specialists.