Media planning is a big business. National brands often contract with agencies who specialize in nothing other than the strategic choice of media and placement for million-dollar-budget campaigns. Check out Adweek’s annual selection of top media plans. As Adweek points out, this is not a mere administrative task. It takes subtlety to craft a strategy that will help a brand’s message rise above the clutter and gain that ever desired mindshare.
We can all learn something from this, especially when it comes to geo-targeting and how this type of advertising can affect and improve your business. People are on the go more than ever and they need to do business with companies who can keep up with them. Geo-targeting is one way that businesses can target their ideal market, right where they need them. You can reach local markets and you can place your ads with the target consumer, in places that they already frequent. But the process has to be done correctly to be effective.
For a local business, the media plan determines what ad placement strategy will maximize the effectiveness of your campaign. It includes information about:
- Geographic location where ads will be shown
- Estimated size of target population (The “who” you are targeting, including demographics such as age, gender, income level, education level, interest categories)
- Websites upon which ads will appear (This is the “how” part of the equation)
- Performance estimates including Reach and Frequency
This gives you a detailed blueprint of the how the advertising will build awareness for your brand. A small business’ media plan would determine the ad placement strategy that is right for the company and its geo-location. It would also estimate the size of the target population. For instance, if you live in a large city, it may be more effective to target a certain area within the city rather than the entire city. In other cases, if the niche is small, targeting the entire population of the city would be more profitable. This means setting up the geo-targeting on the websites that are viewed in that area. There are also performance estimates that include Reach and Frequency as well as a detailed blueprint of the advertising. This allows you to see how it builds awareness for your brand.
How the Process Works
There are some things to note about how this whole process works. For example, where will the ads appear and on what sites? Sites are chosen partly by the content category (like food websites for restaurant ads) and the measured makeup of the audience (sites that have the largest groups that match your targets).
The process has some art to it in addition to the science of demographics. For example, planning a campaign to promote a Dave Mathews Band concert requires an understanding of who makes up the audience (age, income level, distance people will travel to attend a concert, education level) and make an assessment of related interests of the typical concert-goer.
Choosing where to place the ads is just as important as the creation of the ads themselves. The reason that not just anybody can do this type of targeting is because there has to be knowledge of the targeted audience and of demographics. Not everyone knows that foodies prefer to use one website over another, depending on their age group.
This is where a qualified and experienced company can come in to assist you. If you have questions about targeted advertising and how it can work for your business, contact Vantage Local today.