Targeting consumers across devices through digital marketing is one thing. Taking them from screen to street is quite another. Our real-world media buying team make this a cinch, borrowing much from our approach to digital advertising. Media planning across the worlds of TV advertising, radio advertising, outdoor advertising and even print has a lot of the digital marketing traits.

All of your customers are omni-channel. That means they consume digital media and traditional media with a degree of measure. Nobody can live solely online; so while we may be becoming tech dependent, it’s mainly the reserve of complimenting our day to day lives in the real world. We work in physical environments, we travel, dine out, socialise, get beautiful at hairdressers and salons; and no matter how hard we try to do the grocery shopping strictly online – we’re still battling supermarket car parks on a Saturday afternoon.

And despite much of this being restricted in 2020, we’re certain to do all of this again in the future. If nothing else, it will be a real world vaccine!

Digital or real world media buying?

Digital platforms compliment traditional advertising outlets. They won’t replace it, at least not in our lifetime. For brands, this means ignore real world media at your peril. No matter our purpose venturing into physical locations, we are consuming media persistently. This happens across transport networks, on TV stations and at every venue you can think about. 

Research also suggests that it remains among the most powerful media you can select. Why? It isn’t skippable. You can’t scroll past it. Its often an assault on the senses – very large and audiovisual. When compared to a lot of digital content, it’s cheap! Yes you read that right. While the physical outlay for some types of media can be off putting – many £000s compared to pennies in digital – you’re not comparing apples with apples. Try to reach millions of people online like a prime time TV ad can. You either can’t or won’t, because it will cost you many times more than a single TV insertion.

So how does a brand get traditional media targeting right? Here are a couple of case uses that The Bank would recommend:

Media buying for brand impact

Brands that wish to compete – in particular with big household names – need to play the volume game.

You need the eyeballs and ears of your target audience to know your name. Your name needs to be on the tip of their tongue. They need to be inspired that you will have the right solution for them. Just look at all the Christmas TV adverts that come along year in, year out. You know those supermarkets sell turkey and trimmings. But maybe this year you’re inspired by their latest vegan offering you’ve seen on their ad; and just so happen to do the rest of your shop their this year. Maybe you then stick around the week after; then the week after that. They planted the name, the seed of inspiration about their product and without you even realising, you gave them multiple transactions.

If your a new, challenger brand, wishing to compete; or an established brand trying to plant some new ideas then large volume media is perfect, especially if you’ve got a broad cross-section audience that will use your product. Across TV, radio, outdoor media and press you can reach millions of people over even a lightweight media campaign. Yes there is a financial commitment, but the cost per person reach can be fractional meaning large ROI if your creative and digital strategy compliments the media buy well.

Being everywhere but nowhere. Media planning for targeting

You know those annoying ads that you just can’t seem to shake like they’re following you. Yes we do! 

Ok, we hope that nobody finds our productions truly annoying, we do hope that you see them multiple times across and find them memorable (for the right reasons). These are the ingredients for customer engagement: along with product signals like price, effectiveness and reliability, which is your end of the bargain.

Often we plan media campaigns for clients that have very modest budgets and a specific audience that we need to engage with. For that segment of people, they’ll seem to see your adverts everywhere. For everyone else, the same isn’t true. Through smart media planning we can create very targeted campaigns across “mass” media cut through and reach only your target audience. 

For example, let’s imagine a brand that has a strong female bias at the younger end of the market. Those ads will run only during TV shows that audience primarily consumes, often these are on channels with less market share – meaning the media buying can be cost effective. We’ll run ads on only the radio stations that typically take that market share. We’ll run outdoor campaigns at places this audience goes – pin point media planning that selects specific locations for maximum impact – for example, outside of stores that have an affinity for this target audience.

Media is nothing, without good creative

The creative will have that strong young female bias too – meaning even if other segments of the audience see an advert, they aren’t going to engage like your target market will. These ads don’t need to run concurrently, they can be stretched across a longer period of time so at any point the audience may be consuming the ads standalone; but believe they are seeing and hearing it everywhere – especially when it’s blended with a targeted digital marketing campaign that bubbles over the top to connect all of the customers buying signals.

These are just a few of The Bank techniques for appropriately reaching your target audience using traditional mass media planning and buying. The techniques can work with established brand creative or with work that we create specifically for you. You’ll find lots of other advertising case studies across The Bank website to demo out performance in these areas as well as hints and tips for brands that should prove insightful. It proves you don’t need to spend what you think you do to get the desired results from mainstream media and the old dog has got a lot of new tricks left yet, especially when combined with digital advertising campaigns. Give us a call if you’d like a tailored exploration of how this type of solution could work for your brand.