Media strategy is just as important as the creative strategy. Sometimes maybe more.
As marketers we are always looking for the “Big Idea”. And by the “Big Idea” we are usually referring to the creative concept. The creative that will interrupt an audience and profoundly establish our brand identity. And we should never stop our pursuit of that very thing. That “Just Do it” or “Got milk?” creative idea.
But sometimes that “Big Idea” could be about media and not creative. Sometimes the media strategy can be just as important, or perhaps even more important. Antony Young, CEO of Mindshare writing for Ad Age Mediaworks listed several reasons why media is as important as creative in developing effective advertising. A synopsis of some of his points is worthy of considering
1. We’ve moved from a world of Mad Men to Math Men (and Women).
Advertising has become a math game. Where can we get the most impressions? The right impressions? What is most effective? And most efficient? How can we achieve a favorable ROI? And prove it? What is the “right” amount of advertising investment to maximize results without diminishing returns? All of these questions are important. And in today’s world of fractured media and financial pressure these questions become equally as important as the creative approach.
2. Instead of the creative idea, it may be more about small, smartly placed relevant ideas.
There are those brilliant creative ideas, like those introduced by Nike, Apple, Dove and others. But quite honestly they are few and far between. We can work all our lives and rarely, if ever, develop a concept that becomes iconic. But maybe in today’s marketplace it’s can be just as effective to tactically use custom messages in different media at relevant times, locations and environments that creative engagement. The ability to target a very narrowly defined audience with today’s media tools certainly makes this a viable approach. Axe has used it very effectively over the past few years.
3. Matching the message with the media.
It may prove helpful to determine how we are going to reach our desired audience before we decide the creative. Because the medium(s) will determine the way we present our message. We can have the best concept in the world but if it doesn’t fit the medium needed to reach our target audience it’s a waste. And what will be effective in the appropriate and effective medium may not lean itself to “out of the box” creative. It may just need to be solid effective communication.
4. Content is king. But which content?
There are so many platforms for communication. And advertising effectiveness may require several types. Long form video, sponsored programming, video pre-rolls, mobile apps, interactive creative are all options in addition to traditional media. More and more brand decisions are being influenced by sources beyond advertising. These options should be considered and then develop the creative necessary for each.
5. Adaptive marketing.
There are now opportunities to use data collected from web behavior to develop an appropriate message and deliver it to the targeted audience in real time.
6. Media is more than a venue for ads
There is huge media events…destination TV. The Super Bowl, the Academy Awards, the Grammys, finals for American Idol and others. There is so much more potential than just buying an ad during these highly rated programs. Tablets and social media have made these events interactive and even bigger marketing opportunities. Take advantage of social interaction surrounding these events to increase your advertising effectiveness.
Yes, as healthcare marketers, we are always in search of the “Big Idea”. But it might not just be in the realm of creative. It could be media-induced. We would be wise to pursue these kinds of “Big Ideas” too.