Why a focused media strategy can make your advertising more effective

Today’s advertisers have more data, technology and media channels available to them than ever before. But more options don’t necessarily lead to better results. When marketers try to take advantage of every available tactic, they can spread their budgets too thin to make a meaningful impact.

Effective media planning starts with audience research and strategy. From there, we can identify the opportunities most likely to deliver results, concentrate investment where it can have the greatest impact and expand based on what works. Or, to put it more simply: Think fewer, bigger, better.

Here are five key insights on effective media planning today.

1. More media options don’t automatically mean better media performance.
   The ability to reach audiences across more channels can tempt advertisers to treat every available tactic as a viable solution.
   
   
2. Spreading the budget too thin can dilute impact.
   Trying to be everywhere can leave individual media investments without enough weight to work effectively.
   
   
3. Strategy and audience research should determine the media mix.
   Rather than starting with channels or tactics, marketers should use audience insights, data and available tools to identify where investment has the greatest opportunity to perform.
   
   
4. Invest, learn and expand.
   Focus resources on the strongest opportunities first, maximize what works and then extend the strategy based on results.
   
   
5. Think fewer, bigger, better.
   A more selective media plan can concentrate budget and attention where they have the greatest potential to drive meaningful results.

Ready to build a more focused, effective media strategy? Watch the video above to learn how we help brands turn audience insights into smarter media investments, or contact me directly at kevin.renwick@adamsknight.com.

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