BROADCAST MEDIA
A Crucial Component Of A Successful Media Mix
Broadcast is a tool in the omni-channel approach, but you can’t forget about reaching people through OTT and streaming services as well. More and more are becoming “cord cutters” or even “cord nevers” so it’s important to consider the different platforms and execute the best media suited for conversions. That is why we strongly recommend using QR codes on any video that is intended to be seen on a TV. This includes broadcast media, OTT devices, as well as streaming platforms like Hulu, YouTube, and YouTube TV.
If you spend a lot of time online, it’s easy to slip into the mindset that everybody else does too—but that’s definitely not the case yet. An estimated 80% of US citizens have a social media account, leaving 20% without—that’s a huge chunk! Of those 80%, only 2/3 log in daily, making for another giant chunk of people who aren’t likely to see a social media campaign. Together, non-users and occasional, non-daily users make up 46.7% of the population. For most businesses, that’s too big of an audience to ignore.
Traditional media outlets have spent years cultivating listeners and viewers, and they’re masters at reaching target audience segments. Whether by content or by channel, it’s easy to target specific segments when there’s decades of data and research. Especially in this age of misinformation, traditional outlets retain a sense of validity, and a well-produced commercial run during a big game can make your business seem a lot more legitimate to consumers than a facebook ad can.
Television advertising has changed a lot in the last decade, especially with the rise of OTT, or over-the-top media services. This is industry lingo for streaming services like Netflix or Hulu. On OTT platforms with ads, you can customize packages that include placements in specific shows popular with your desired demographics, making targeting even more specific than a cable channel package (which is still a great option).
If you connect your phone the minute you get into a car because you subscribe to a music streaming service or listen to podcasts, you might be surprised to learn that Nielsen data as of 2020 shows that over 90% of adults are reached by radio advertising. Our industry is full of tech-loving early-adapters and it’s easy to slip into thinking everyone else operates the same way--that’s why we put so much focus on data and research to make sure your media choices are based on facts about your target demographics, not assumptions. Because so many decision-makers in our industry aren’t looking at these numbers, radio advertising remains highly available, affordable, and your ads are usually run at a high frequency. Additionally, with only an audio component and with most radio stations fully equipped with recording equipment, the production costs are extremely minimal. Radio is hands-down the best possible “bang for your buck” and for most businesses, we consider it an essential component of a successful media mix.
At Brother3 we understand and embrace the fact that the future is digital, but we also have enough experience in the real world to know that the future isn’t yet reality. The most successful campaigns use a mix of media formats, and that specific mix is informed by meticulous research into your goals, targets and PMA demographics. Reach out and let’s maximize the results you see from your advertising budget by employing a more strategic media mix.