Media advertising, what is it? At the time, we have long argued in what category to include advertising on transport.
The idea is outdoor advertising, designed to attract the attention of users, which means it belongs to the media advertising.
The same applies to online advertising, it is also included in the media advertising.
So let’s look at this article:
1. What is media advertising?
2. What is it?
3. How can media advertising be useful for business?
BREAD AND CIRCUSES
Media advertising is a special type of advertising, which is focused on the spectacular perception of the audience. Its main task is to attract people’s attention.
To do this, we use a variety of technologies containing texts, pictures, infographics, company logos, maps, etc.
Let’s do a little experiment. Remember the ad you saw today. Most likely, even the last 5 advertising messages you can not remember.
That’s OK. Too much noise. And in 95% of cases, this noise is created by media advertising, because the following channels are included here:
- Advertising on TV;
- Radio advertising;
- Advertising in the press (in printed materials);
- online advertising;
- Outdoor advertising;
- Indoor advertising. POS-advertising. That is something between outdoor advertising and selling price tags in the store. If you give an example, it is advertising inside shopping centers, leading to the shopping pavilion;
- Transport advertising.
From the above we can conclude that the media includes all advertising. But it’s not. From the list you can safely delete all advertising “head-on”, which can still be called “no picture”, namely:
- Cold calls or cold “calls” (telemarketing);
- Promotional catalogs and brochures;
- Souvenir production;
- Promotional activities.
To put it briefly, the media advertising is any advertising containing a picture and text. The main task of which is not a direct sale, but first of all the attention of the consumer to it.
And I’m probably gonna say something stupid right now, but it’s good for everyone. Without exception. For example:
- Niche b2b-ideal advertising in the press, as well as transit advertising (branded transport, which carries orders to customers);
- Niche b2c-advertising on TV or radio, although many refuse it because of its high cost in favor of outdoor and indoor advertising.
- Or a universal “gentleman’s set” for all areas — landing page + customized contextual advertising.
The same is on the Internet. But there may be other options.
For example, one of our clients by placing regular ads in Newspapers and magazines. Was able to achieve ROI much more than using other different channels and methods of advertising on the Internet.
The only thing is that the effectiveness of such advertising does not justify investments in all areas.
THE DEATH OF OFFLINE MEDIA ADVERTISING
Media advertising is divided into offline and online advertising. All now rushed to the Internet. But I will not say that traditional advertising is dying, because after one case of our client, I’m no longer sure.
Our client is engaged in the installation of satellite television, decided to declare war on competitors. In the truest sense of the word.
The advertising campaign started on the Internet and the budget for the year was set at $30 000 – $45 000. Provided that the majority of it was branding, not made by the ODC-process or AIDA.
It was implemented:
1. Google contextual advertising is set up.Adwords,
2. targeted advertising on Instagram and advertising on Facebook, 3 has been launched. retargeting is configured for all site visitors,
4. banners on partner sites were purchased at a huge pace and so on.
A lot of tools have been used.
Competitors “died packs”. And at a time when the number of competitors has decreased to the number of fingers of one hand and the advertising budget is almost exhausted.
But potential buyers were just “zadolbali”, season and the client decided to allocate a small budget for offline advertising, that is, “on trial”.
What was his surprise when the results of” advertising on trial ” turned out to be more significant, and the advertising itself is more effective.
It was after this moment that I again believed in traditional advertising and that it works, at least in the regions. But this is a small digression.
The pain of difference: the online and offline
The main difference between media advertising on the Internet and offline is the audience to which this advertising is shown.
That is, in the Internet it can be done more targeted. That is, to show your ads more pointwise. To select a specific geography, age, etc. or only on the thematic areas.There is no such function offline.
This is what gives rise to the second difference. Aggressiveness.
In offline, to miss a commercial that we are not interested in, we have to switch to another channel.
In Internet I can close uninteresting me banner or site. And quietly go further.
And the main disadvantage of this type of advertising (offline media advertising) — its high cost and efficiency/inefficiency.
About advertising on TV, I think you already know. There the cost of accommodation is through the roof.
One of our clients, successfully working for more than 20 years in the market and has 6 branches in the State of Washington.
With a monthly budget for website promotion of about $ 3000. Can not afford to advertise on the Federal channel for two reasons:
1. The huge cost of advertising.
2. Strange effect in contrast to the same contextual advertising.
TRANSMISSION MEDIA MEDIA ADVERTISING
In our blog we have written a huge number of articles on different channels and methods of advertising. Read the marketing Basics section
After studying these articles, you will decide on specific ways of presenting information, which can be divided into four types and means of transmission.
What is more effective and how to apply them to your business, we will consider the example of several companies.
Those same advertising banners, which are teeming with all the streets and expanses of the Internet. Dimensions and locations are measured in hundreds of variations.
Typically, the larger the size, the more attention is drawn. The more passable place, the more expensive the cost.
In offline until now we pay for the fact of placement. On the Internet, the way has evolved and become more customer-oriented. That is, there was a payment for clicks.
But the city and small sites also have a scheme of placement with payment for the time it will be on the site or for the number of impressions on the site.
Such media banners are now fashionable to call – “teaser”. That is, their information they tease the user to make a target action: go, call, click or go to the site.
Banner media advertising (regardless of whether it is offline or online) has one serious disadvantage — high price.
In the offline space for one banner on average, you will give from 150 to 800 dollars.
Within the online space, placing a banner for a week on the main page of Google.
The price will start at $60,000 per week. The full price list can be found on their website. But this is if you have a Federal project and you need to cover more than everyone.
However, I want to warn you. Banners have become boring to such an extent that now there is a so-called “banner blindness”.
This is when the client psychologically does not notice advertising banners. So just in case, think well and count again. If you suddenly decide to put the entire advertising budget for the purchase of one banner.
Offline is advertising on TV or on special screens of the street. On the Internet, if roughly, is advertising on social networks (including advertising on youtube).
The most engaging means of presenting information. However, it takes time to assimilate it.
Because of ignorance of it we once lost a large sum of money. Namely, they gave video ads to Directors in social networks during working hours. The result?! They opened it, but didn’t turn on the sound because they were at work.
Besides the fact that it is important to know at what time to show advertising globally. You need to know what to show and how long.
With that when and what to show, I’m sure you will understand. But the length will tell, because video advertising is of several types:
1. Rolls. Commercials playing while you are watching the video. You can call it an advertising pause, which is both on the Internet and offline.
2. Pre-roll-videos played BEFORE viewing.
3. Mid-roll — video that is played IN the MIDDLE of viewing.
4. Post-roll-video that is played AFTER watching.
5. Overlay-banner (a huge number of Them) which is placed at the bottom of the video and is shown while watching the video.
Offline these are running lines that still work, but only in very small settlements.
Personally, we now give a great emphasis on video advertising. Although it takes more resources, the effectiveness of media advertising in this form gives the maximum effect.
But don’t forget our mistake. In addition to the video, you also need to use the text with the image. After all, not everyone has time to watch the video and not everyone likes to do it.
This is media advertising, which is available only to large companies.
Its main goal is brand awareness or so-called image advertising. It is also great for various film premieres or presentations of new products.
As a rule, such media advertising on the Internet is launched in strict terms according to the media plan and is paid for the number of impressions.
And it is used only by large Federal companies, whose buyers are every second person.
Our personal belief is that if you are not in the VIP segment and you are not a Federal company with billion turnover. Then you need to postpone this method of transmission of information for later.
It will give you recognition, but will not give purchase. In addition, if you came out on this road, then get ready to pour money into image advertising constantly.
Because once you stop doing that, you’ll be forgotten as “the first bruises on your knees.”
Text and graphic ads
Offline examples are newspaper ads and magazines, where we see an attractive picture separately and the text separately.
Offline me the most in the beginning was confusing, until I saw an example. Behind these words, Google’s display network is hidden. Rather advertisements with pictures for these networks.
Recently, the cost of ads in contextual advertising has increased significantly. If we talk about the search. Contextually, Google’s media network remains a pretty good tool for attracting customers at an inexpensive cost.
About offline I want to remain silent, but the inner voice makes me say.
Advertising in magazines is a double monster. I say this from experience, as previously was a co-owner of the magazine.
It brings customers, but if we talk about maximum efficiency, it can be achieved only by placing in specialized publications.
Newspaper ads also work surprisingly well, but only if your target audience is the elderly.
I knowingly gave an example about our client who has used media advertising in the “mowing” of competitors. By the way, it allowed him not only to remove a lot of small competitors, but also to take the first place in the region in sales and recognition.
It is through the use of offline and online media advertising that he has achieved such results.
I am also sure that you have tried or are using the media advertising formats listed above. Whether you’re using it right or not, it’s hard for me to say.
But the main thing you need to realize that only with a comprehensive approach you can achieve great results and the benefits of media advertising will become obvious.
And a little bonus for dessert. According to research from Business Insider Intelligence among media advertising in the Internet has the highest CTR (ratio of clicks to impressions) got the video format of 1.84%.
All other indicators were much lower. I think you now know where to direct their efforts