Top 10 Considerations When Buying Digital Media
Did you know that Super Bowl LI featured upwards of 50 branded TV commercials during the 4.5 hour broadcast? Even with the Patriot’s overtime comeback, this year’s Super Bowl remained true to its reputation as one of the most overcrowded advertising events of the year.
While we understand why brands like to capitalize on the excitement of the game--and its 100 million viewers--it’s also a reminder that making an impression with traditional media is difficult. Not only must brands compete for share of voice against the action of the game and a bowl of guacamole, but participation alone requires a hefty investment ($166,666 per second) without much promise of a payoff. Super Bowl ads are great for generating buzz and getting people talking, but they rarely translate to tangible return-on-investment.
That’s why, as marketers, we sometimes need to ground ourselves. Instead of getting carried away by the hype of Super Bowl advertising, let’s refocus our attention on the tremendous power digital media has to capture attention and achieve brand goals. While there’s lots of considerations that go into placing a digital display, video or audio buy--there are at least 10 that should always be taken into account before launching a new campaign on the web. We’ve compiled them here to serve as a reminder that “good” advertising comes in many forms and, more importantly, is achievable by brands of all sizes!
#1. What Is Your Primary Campaign Goal?
#2. Know Your Audience & Follow Their Habits
#3. Think Mobile-First
#4. Make Decisions Based on “Addressable” Audience
#5. Seek Out Data-Fueled Insights
#6. Storytelling Matters More in a Connected World
#7. Embrace the “Theater of the Mind"
#8. Align With Shared Passion Points
#9. Include a Clear Call-to-Action
#10. Never Compromise on Quality
This year’s Super Bowl gave us many memorable moments. We loved seeing brands and agencies push the limit with “live” commercials, and our jaws dropped too at Lady Gaga’s impeccable halftime performance (btw, our data successfully predicted her set list). But our faith in the power of digital media has also never been stronger. Let this list of the top digital media considerations ground you in the fact that any brand, at any time, can make an impression.
Interested in more advertising tips? Download a copy of our free guide on achieving resonance with your audience. This guide takes the concept of “contextual advertising” one step further by discussing how to align a brand message with core user intent. It’s the ticket for creating long-lasting, deep relationships with your customers.