TVC media bookings are “wasting” most of your media budget. So why doing TVC? “It was usually done and top management (everyone in the company) understands it”. For the sake of (mass) reach and awareness? Pls – let’s re-think.
E.g.: Facebook is reaching 1/3 of the global population. Now re-think how much people you could reach on Facebook during Prime-Time (8:15pm) even for for a much lower and more efficient budget (digital = tracking real activities), than you would reach with TVC.
There are plenty of buzzing articles out there about how “How Digital Media should be applied within your Media Planning”. Those articles are forcing Marketeers to quickly respond on digital transformational changes – especially when it comes to their standing within the company as Innovation-drivers.
Either if you are applying your digital media budget on your own (e.g. Facebook) or if you are using a multinational media agency: You should define your budget split in categories that make sense and enable you to compare spendings and results between in an easy way.
When it comes to definition of the sources where to split your budget, the (digital) media industry has created their own vocabulary and sometimes it can be misleading. On top of that they are influenced by the margins they get from their vendors and media sources – so question their studies and advice.
Here is one approach you can to define the categories of your digital media sources with that will make your life easier:
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