June 19, 2020

Media buying in the best of times takes into account approximately 100 factors. Who is the target audience? How is the target audience consuming? What is the budget? What is the goal? Where are our success rates? How many campaigns are we launching? What are the KPIs?

So 100 factors might be exaggerating a bit, but you get the idea. We’re constantly weighing these contributions to ensure our clients are seeing positive outcomes in relation to their marketing goals. We strive for pushing your dollar as far as we possibly can so you see a greater return for your investment. It’s a continuous process of negotiating, running numbers, measuring results, and staying on top of industry trends of current media consumption.

Even more important than the current media trends, however, is thinking ahead:

How will consumers interact with media in three months? Six months? A year?

Weighing even heavier now during COVID-19 wreaking havoc on the economy, the importance of understanding the waves of media consumption is critical to advising our clients on where to be and when. We’re already prepping for consumer behaviors after COVID-19 chaos has started to wear off, and here are a few things we’re expecting:

1. 1. Greater media consumption will likely continue after COVID-19.
   2. Video (already a powerhouse in capturing eyes and attention) shows the strongest staying power.
      a. TikTok and YouTube lead the charge in this arena.
   3. Linear TV consumption is up, and Americans report they intend to keep it that way.
   4. Consumers will appreciate, and expect, a more personal relationship with brands that centers around ecommerce and an emphasis on health & safety.

Taking these factors into account, our priority is to guide our clients toward media placement that not only reflects media consumption patterns, but will also provide an ability to stretch the budget as far as possible during this harsh economy. Streaming audio, YouTube, programmatic display and video…

Research. Analyze. Recommend. Repeat.