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Posts tagged buying media

01
Mar
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Value Add 101

posted on March 1, 2017 / IN Advertising / Brand Advertising This Week / 0 Comments

One way to think of value add is that it’s an added bonus on top of what you’ve already paid for and expected to receive. This can come in a quite  a few  different ways: additional TV or radio spots, extra web or print placements, sponsorship opportunities, guest appearances and more. How to Do It: We can’t give away all of our secrets, but what we can say is that it pays to cultivate and maintain relationships. Doing repeat business with the vendors and buying a lot, results in volume discounts that we can pass on to our clients. Value add is …

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15
Feb
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PR 101

posted on February 15, 2017 / IN Advertising / Media Buying / Media Strategy / 0 Comments

Articles, appearances, and press releases are all public relations vehicles for promoting your brand, product or service.  Landing a feature article or getting quoted on a website or publication are good ways to garner free advertising and promotion for your product. How to Do It: If budget allows, we certainly suggest employing a publicist to pitch stories about your company to the media.  A seasoned publicist has connections to media outlets and influencers.  They also know how to get you in front of the people who will get you in front of the world. If your company is one that is constantly …

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01
Feb
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Get Real…Real Time Marketing

posted on February 1, 2017 / IN Uncategorized / 0 Comments

It’s not just athletes bringing their A-game on Super Bowl Sunday.  The Big Game is also the one time of year when brands bring their best advertising for an ultimate showdown.  So few of us could have expected on a night complete with tons of memorable commercials it would be one tiny tweet that would steal the show.   During the 2013 game the arena experienced a blackout, delaying it for more than 30 minutes.  Seizing the opportunity, the social media team at Oreo sent out a humorous tweet referencing the blackout while promoting their cookies.  It was a touchdown for …

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18
Jan
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What Your Campaign May Be Missing

posted on January 18, 2017 / IN Media Buying / Media Planning / Media Strategy / 0 Comments

You’ve identified your target audience.  Your message has been worked, reworked, and worked again.  The creative is perfect.  You know exactly what media channels are effectively communicating your brand and which ones are intercepting your consumer at the point of decision.  The campaign has been launched.  Now what?  Did it work?  Are you positive?  Many campaigns are not properly tracked thus underestimating, or worse overestimating, your campaign’s effectiveness.   If a football team manages to defeat every team on their schedule, but no one is watching does it really matter? Measurement is important in determining what plays worked best under what …

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04
Jan
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Does Twitter effect TV Ratings?

posted on January 4, 2017 / IN Uncategorized / 0 Comments

Some do it while watching “Game of Thrones.” Others do it while watching “Real Housewives.” More than 80% of smartphone and tablet users surveyed admitted to using their mobile device while watching TV at least “several times a month.” Television watching has become a multiscreen experience.   Nielsen research has shown that increasingly television viewers tweet while watching television. In fact, nearly 10% of all tweets are directly related to television in some way.  Ten percent isn’t a huge number, but it makes an impact.  A MediaDailyNews article found that an 8.5% increase in Twitter activity around a show was associated …

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21
Dec
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Impact of Impulse: Point-of-Purchase Strategy Tips

posted on December 21, 2016 / IN Uncategorized / 0 Comments

When was the last time you went to a store for one or two things and left with a cart of completely unplanned purchases?  You are not lacking self-control and you are certainly not alone.  A lot of planning by store owners and advertisers happens to elicit that reaction.  Additionally, research has found that nearly 40% of consumer spending is impulse buying and that an overwhelming 90% of us make an occasional impulse buy.  This is great for advertisers, particularly if your product is brand new, not well-known, a luxury item or not a necessity item.  Implement some point-of-purchase, or …

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23
Nov
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Give Thanks for Added-Value

posted on November 23, 2016 / IN Media Buying / Media Planning / 0 Comments

‘Tis the season for a bit of bargain shopping.  Who doesn’t love getting a little something extra when they make a purchase?  Media buyers are no different.  When negotiating placements and rates for customers, it is also our responsibility to maximize the client’s budget.  In media planning, we call this providing Added Value, or Value Add.  One of the benefits of employing a professional media buyer is that we can often leverage our relationships with vendors and the sheer volume of advertising we purchase for bonuses that benefit our clients.  These often come in the form of free or heavily …

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19
Oct
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Reach Prospects with Can’t Miss Advertising

posted on October 19, 2016 / IN Uncategorized / 0 Comments

Much to the chagrin of us marketing folks, prospective customers have found multiple ways to bypass our advertising.  DVRs make it easy to skip through TV commercials.  Radio ads can be turned off with the touch of the scan or preset button.  Even digital ads can be disabled with pop-up blockers.  This perhaps is what makes outdoor advertising such an attractive option.  Outdoor ads get noticed.  They’re big and hard to miss.  Outdoor advertising is a 24 hour, 7-day a week promotion that can’t be turned off or skipped with a DVR.  A recent Arbitron report found that 3 out …

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12
Oct
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Behavioral Targeting: Turning Data into Dollars

posted on October 12, 2016 / IN Media Buying / Media Planning / 0 Comments

How well do you really know your customers?  If you are only using demographics, you probably don’t know enough about them.  The availability of demographic information allows us to reach out to those we think would be most interested in our products.  This is great, but sometimes it doesn’t take you far enough.  There is only so much we can learn about a person based on their age, gender, household income, etc.  The assumption that every 18-34-year-old male loves Game of Thrones, or that every 18-34 female watches the Kardashians is not only inaccurate, but could be disastrous for a …

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28
Sep
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No One-Size-Fits-All for Mobile & Desktop Ads A recently published stat found that more people own smartphones than toothbrushes.  Cell phone penetration among American adults is 90%, making mobile marketing vital to advertisers.  But it’s important to remember the one-size-fits all approach to mobile and desktop ads won’t work. Consumers engage with their desktops and mobile devices differently.  For example, desktops are more suitable for long perusing sessions while Mobile devices tend to function better for shorter sessions.  Here are some other considerations for crafting your mobile media strategy: Functionality: The dual computer/phone functionality of a smartphone enables features like click-to-call technology.  …

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