Media: Money Well Spent or Swiftly Swept Away? A Study on Successful Media Planning
Everyone in the advertising world knows the importance of media placement and appearance when setting yearly marketing goals. Every client values the importance of media differently, but they all admit the value is there and to ignore these platforms would be a foolish mistake. So, how do we as an agency make sure that our clients are getting the most out of their media budgets? How do we determine what media placements will produce the most leads and/or awareness? How do we make sure our client’s campaigns are getting the same amount of exposure and not competing with each other? With a $330K media budget to spread across three campaigns targeting the same industries with digital placements, print ad placements and Google AdWords campaigns, these are all important questions globalHMA considers.
How the Tool Was Applied
No one wants to make a $330K mistake. When setting up our client’s media campaigns, organization and a good game plan are both key. The first step is to develop a well-researched and thorough media study that includes media kits, annual BPA reports, circulations, geographic reach, unique monthly website visitors, digital cost-per-impression and overall placement costs. This helps us determine what publications or industry websites can offer the most exposure to qualified leads for the best cost.
The next step was to review the publications’ editorial calendar to determine the optimal time to place each ad. This proved to be a little bit of a challenge as our client wanted the run all three of their campaigns in five of the same publications. Once these placements were determined, we were able to build out a media schedule for the year. This schedule mapped out the year by publication, including the publication circulation, geographic reach, and number of unique monthly visitors, and, most importantly, a total monthly budget and a yearly budget.