When creating marketing campaigns, marketers and media planners must take care to consider the advantages each type of advertising media offers. Each type of advertising media communicates marketing messages to potential customers through different channels – for instance, television, radio, or social media.
What is Advertising Media?
Advertising media is any type of mass media or alternative media channel that can be used by businesses to promote their products, services, or brand. Since not every customer can know about every brand’s offerings, it can be crucial for your company to know which advertising media channels are beneficial, in order to get ahead of your competitors.
What is the Role of Advertising Media?
If marketers use the correct types of advertising media, they can interact with various audiences in different ways. Social media allows customers to interact with each other and the company, while television is a one-way medium that only allows the company to communicate its message. Media planners have to think about which channels will give them the most benefits for the least amount of money. The type of advertising medium used should be based on the goals of the campaign and the medium’s ability to reach the target audience.
How Media Planners Can Maximize Impact per Exposure
Media planners have to consider more than just television and banner ads when planning marketing strategies today. Instead of trying to please everyone, they must focus on a consumer’s attitude towards their brand. The media plan should be focused on the brand experience, and the advertising platform should support this focus. A pet supplies company’s media plan may include television ads, but the ads should be focused on strengthening the consumer’s relationship with the company. . select the advertising media and channels that support the overarching brand strategy and message
Since consumers are barraged with over 5,000 ads every day, media planners must make each ad exposure count. This means having a team that is solely dedicated to finding the best place to put ads, negotiating budgets, and creating content that will resonate with the target audience.
Types of Advertising Media Channels
Before running any ads, media planners must decide on the overall objective and strategy for their media campaign. There are advantages and disadvantages to each type of advertisement that need to be considered to get the most out of the ad and make the campaign more effective. Consider the strengths and weaknesses of these five prominent media channels:
Video Advertising: Television & YouTube
On July 1st, 1941, the first legal television advertisement was broadcast in the state of New York during a Brooklyn Dodgers versus Philadelphia Phillies game. The advertisement was seen on the screens of about 4,000 televisions. As television became more popular, so did advertising on it. This was due to mass marketing becoming more popular as well. Television is a very popular marketing tool today, especially with the advent of connected TV advertising, which uses viewer data to segment the market more effectively.
Ads that come in the form of videos are not limited to just those that play on television sets connected to cable boxes, but also include ads that can be watched on websites such as YouTube. Media planners can now advertise their commercials across the web on various websites to connect with audiences online.
Audio Channels: Radio & Podcast Advertising
Although radio technology was developed during the 19th century, commercial radio broadcasts did not begin until 1912. Record companies provided free music to broadcasters in exchange for mentioning the company on the broadcast. Almost every U.S. radio station would play commercially sponsored programs by the late 1920s. While many forms of advertising have migrated to the internet, radio remains popular for both listeners and advertisers. It is likely that this popularity will continue even as the internet becomes more prevalent.
Newspaper advertisements are one of the oldest types of advertising, predating even brands themselves. As literacy rates increased in the 16th century, advertisers in Italy, Germany, and Holland began publishing print advertisements. The newspaper is still going strong after almost 500 years and pulls in approximately $15.9 billion in advertising spending within the U.S.
Print & Digital Publications (Magazines)
Magazines became popular in the late 1600s as a form of entertainment for wealthy people. They often featured content about philosophical ideas, cultural trends, and luxurious lifestyles. It wasn’t until the 19th century that the middle class began desiring magazines, so publishers started selling ad space to offset the high cost of printing and expand their readership. Over the course of the 20th century, magazines established themselves as having loyal audiences, as well as the ability to sell sizable ads in full color. In 2019, an estimated $15.6 billion was spent on magazine advertising.
In the 1800s, out-of-home advertising started becoming popular. All over the country, there were billboards and murals advertising Barnum & Bailey. Billboards were later adapted to be seen along highways and interstates when the automobile was invented to advertise Coca-Cola, Palmolive, and other brands’ latest products. Now, billboards are digital and have evolved even further. In Time Square, and many other places in the city, digital out-of-home advertising is now very common. There are sensors and cameras being used to make the billboard experience more interactive. Even though billboards are one of the older forms of advertising, they are still evolving and remain the primary form of media advertising.
They use it to connect with their customers and to deliver advertising messages. Social media is becoming an increasingly popular channel for media planners to utilize in order to connect with customers and deliver advertising messages. 2006 was the year when social media advertising started with the first placement on Facebook. Nowadays, it is common to see ads on social media platforms. This didn’t used to be the case a little over 10 years ago. Social media platforms today make most of their money by getting users to come to the site, and then using the data available about those users to target them with ads.
Video Marketing & Advertising Campaigns You’ll Enjoy
They want one-eighth inch bits.” Leo McGinneva believes that the reason people don’t want quarter-inch bits is because they would rather have one-eighth inch bits. They want quarter-inch holes.”
This is exactly what drives today’s best marketing videos.
This suggests that we as consumers are more interested in the solutions that products provide rather than the extra features. This means that instead of brands telling us what they are selling, we want to see stories of people who have the same challenges that we do.
This way of thinking has not only caused many traditional marketing practices to fail, but it has also created an opportunity for brands and consumers to interact with each other more like people. Why do these interactions work so well? Because they don’t feel like marketing.
Video is the best medium for this new wave of humanized marketing. It’s one of the most effective mediums for marketers. A 2018 survey showed that 54% of consumers globally prefer to see videos from brands or businesses they support over other types of content.
Canadian Tire: Wheels
In 2016, Canadian Tire ran an ad during the Summer Olympics called “Wheels.” The ad was so popular that it became one of the most viral marketing videos of 2017. I cried while watching it because it touched me on a personal level.
This commercial shows a little boy in a wheelchair who can’t do everyday things that other kids can, like playing basketball. One of the kids creates a basketball game just for the boy in the wheelchair. Although the company is not overtly mentioned, it is clear that the video is supposed to be representative of Canadian Tire’s support for the country’s Olympic team. The use of wheels in the video is a subtle way of reminding viewers of the company’s products.
Google Android: Friends Furever
The “Friends Furever” video ad from Android was the most-shared video of 2015. It’s simple, cute, and well-curated.
Although it probably took a while to choose which clips to include, not much time was spent actually creating original content – it’s just a series of videos of animals that are unlikely to be friends hanging out together. Who wouldn’t want to see a parrot feeding spaghetti to a husky? What if you saw a monkey trying to climb onto the back of a horse? Would you laugh if the monkey then fell off? The video was shared over 6.4 million times, according to Unruly.
Jeni’s Splendid Ice Creams: Build Your Ice Cream Sandwich
Jeni’s Splendid Ice Cream is an ice cream shop from Columbus, Ohio. Its YouTube channel is full of videos that are both lovable and studio-level quality, proving that you don’t need high-end equipment to produce great content. This dessert parlor uses catchy music and “from the ground up” ingredients to feed its customers’ interests. I also find it satisfying to see food being made in front of me.
Reebok: 25,915 Days
Reebok wants us to push our bodies to their physical limits every day to make the most of the 25,915 days on average that we live. promoting the #HonorYourDays campaign doesn’t contain any spoken words, but the message is powerful: Make the most of the days you have by, as they put it, “honoring the body you’ve been given.” This campaign video has a strong message even without any spoken words: Make the most of the days you have by taking care of the body you have been given.
The video shows a woman’s life in reverse, from when she is an elderly woman running the Spartan Race, sponsored by Reebok, to when she was a high school student running track, and finally to the day she was born. Reebok’s brand mission is to change how people perceive and experience fitness at every age. They want to let their customers know that they will always be there to cover their athletic gear needs.
At the end of the video, you can click on a CTA that says “Calculate your days.”
Some people might think the text is morbid, but it is in keeping with the brand’s “tough fitness” theme. Clicking the CTA will take you to a campaign website where people can share photos and their “number” celebrating their bodies.
Code.org: What Most Schools Don’t Teach
The marketing video begins with a quote from Steve Jobs and is followed by an introduction from Bill Gates.
Code.org is a nonprofit dedicated to expanding access to computer science in schools nationwide. The influencers featured in the video above are just a small part of what made the piece so popular. The leaders of the most famous software companies in the world started out humbly in a field that anyone can succeed in, according to them.
Alibaba: To the Greatness of Small
This marketing video comes from Alibaba, an international eCommerce platform based in China. Although not as well-known globally as Amazon, Alibaba’s geographic reach is just as large. During the 2018 Winter Olympics held in Pyeongchang, South Korea, the company showed its support for Team Kenya.
The video has a message that greatness comes from small places. This is an example of creative marketing. Great brands have ambitious founders, just like young athletes who dream of going to the Olympics.
Coca-Cola: The Last Customer
Here’s one of the best holiday videos from a brand that you’ll ever see.
Soda companies are known for their strong marketing skills, as they are always present during the Super Bowl’s first commercial break with a new, intense ad. In a Christmas campaign video Coca-Cola gave more than 15,000 people in the Philippines a surprise gift. And it only starts with a Coke.
GoPro: Fireman Saves Kitten
This video is unlike most of GoPro’s other videos because it wasn’t user-generated. GoPro has done a great job of defining their brand as adventurous and extreme. The vast majority of the user-generated videos they repurpose and put out on their channels involve stuff like jumping out of airplanes and surfing giant waves.
This video of a firefighter saving a kitten from a fire is much more wholesome and does not contain any of the negativity. GoPro’s marketing team chose to cut and polish this video because they thought it would be a good way to promote their product. The fact that they are able to appeal to a wider audience outside of extreme sports helps them. The video is still unique and inspiring like many of their others, but it goes beyond the brand’s typical athlete persona.
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