Types of Media

Introduction

Once you have your proposals in, and a solid campaign plan, it is important to look at media buying specifics like securing company approvals and allocating resources by media vertical. At this stage it is absolutely essential to understand every media category and pick the right spots in each category that fit with your marketing goals and budget. There are many types of media spots available out there. In general terms, the broad categories include:

Outdoor
Radio
TV
Digital
Print
Transit
Events
Cinema

Let us take an in-depth look through the different categories of media buying that are available out there.

Outdoor Media

Outdoor advertising is one of the oldest forms of marketing. Hundreds of years before there were print magazines, radio, TV and even digital media; shops, establishments and even town squares would attract passers-by with handmade displays. Even today, outdoor displays are still one of the most cost effective and far-reaching options for businesses to advertise their services or products on a massive scale.

In order to cut through all the noise of advertising, especially newer web and digital advertising platforms, most advertising experts will recommend an integrated strategy with some form of outdoor display to strengthen your advertising campaign. Below are some of the specific types of outdoor marketing that we offer at Gainbuzz:

Billboard advertising

Classic billboard advertising is what most people think about when the topic of outdoor advertising comes up. Billboard advertising is for companies who want to get the most bang for their buck and reach as many people as possible in one go. In order to maximise your return on investment, however, you need to put your billboard where the action is – go directly to areas that your target audience tends to visit and put up a billboard there.

Street & Ambient advertising

Sometimes, savvy marketers will put up outdoor street displays such as as guerrilla or ambient marketing. This is a great alternative to billboards. Another type of street marketing involves street furniture bus shelters, kiosks and standees which are really popular in cities.

Not only does outdoor and ambient advertising come at reasonable expense, but it also allows you to customise your marketing by strategically placing your advertisement in high-traffic areas with targeted customers. Such type of targeting can be highly effective in driving your marketing campaign forward in a successful way.

Mobile billboards

Mobile billboards are usually mounted on the side of a large vehicle such as a truck, tanker or trailer. It is a great advertising option for highways, cities or commuter hubs. The major advantage is that the moving billboard can go where the people are and is not limited to the people that pass by it. Whether it is moving or parked in a crowded area, the mobile billboard is more than effective in catching the attention of a massive amount of people.

Event Advertising

At large events such as concerts, sports events or even public and political rallies, outdoor  advertisements usually display the names of sponsors and advertising or media partners. If you have the budget for it,  event advertising not only offers you a large audience for your advertisement and marketing – but more importantly, that audience is highly targeted because of they are attending the event for a specific reason. A professional at a conference will have different desires and mindset compared to a teenager at a concert. As a business, it is essential for you to use this valuable information to display your advertisements in front of the right audience that will be interested in becoming a paying customer.

Outdoor advertising can be undertaken a stand-alone activity or as a part of a package with other types of marketing activities for maximum impact. Regardless of which one you pick, we will work together to ensure that your marketing and advertising campaign gets the optimum amount of exposure for your budget and goals.

Print Media

There is a misconception that since digital media and web platforms have picked up, print media has become less effective.  However, traditional forms of print media – including fliers, posters, newspapers, magazines, as well as direct mail are still effective as the Marketing collateral in order to stand out in today’s competitive advertising markets. Below are some of the print advertising avenues we offer at Gainbuzz:

Newspapers

When designing a marketing campaign, you have the opportunity to choose from a wide range local, regional and national newspapers. You can also target your audience by selecting the right kind a newspaper and or section such as entertainment, business, fashion. You can also customize the size of your advertisement based on your budget requirements. From small classified ads to full spread graphic display ads on the front page, whatever you need may be, Gainbuzz will guide you throughout the selection process.

Magazines

Magazines are great for when you want to pick from a wide variety of reader audiences.There are consumer magazines that cover the gamut from tech news to local events to hobbies to fashion. There’re also trade magazines that cover specific industries and B2B markets such as sales, finance  or construction. Whether you are looking for weekly monthly or quarterly publishing, there is a magazine out there for you that can help you reach your readers in a specific and effective manner. Just like with newspapers you get to choose the size of your advertisement based on your budget so that you never have to worry about going overboard.

Flyers and Posters

These are great for rounding out your advertising campaign and creating impact. Flyers and posters can be given out either at the point-of-sale or delivered to the recipients’ address. This is more cost-efficient and offers you better customizations than publishing in third-party publications such as newspaper or magazine. You have more control over the content and the size of the posters and flyers shared. If you have specific information about your customers’ purchasing habits, posters and flyers are a great way to target specific populations.

Direct Mail

If you know where your customer lives you can also directly mail your printed advertisements to a specific target audience.  Usually direct mail is sent as a letter or a brochure or even a flyer posted through snail mail. In order to generate a list of your customers’ direct mailing addresses, you can either compile a list in-house or purchase a set of specific leads from a provider that specializes in market research.

While print advertising gives you a wide array of choices for targeting different readers to sell your product or service to, you might want to look at the circulation numbers as well as quality of readership of the publication before you pitch your money in.  Shopping around for such services can be cumbersome and confusing for laypersons.

At Gainbuzz, it is our mission to find you the best advertising space is for your needs at the lowest budget possible so you don’t have to waste your time chasing down different print media providers. We research costs and bargain with hundreds of print media outlets and publications to bring you the most effective advertising spaces at the lowest cost possible. Allow us to do the homework for you so you can focus more important things like creating your marketing campaign and driving your business growth.

Radio Media

Radio media, like print media, has survived the age of television and web advertising – and is here to stay. Despite what people think, radio offers a broad range of choices and advertising options\ to businesses for advertising. Radio has also progressed with advances in technology. Today, radio options run the gamut from car radios to internet radio and even podcasts.

 

Over the years, studies conducted on radio advertising have revealed an interesting facet of the experience of listening to radio programmes. Radio evokes strong emotions among listeners – increasing brand recall and more importantly, attracting a loyal fan base.  There are a ton of options out there today, but businesses don’t want to waste their time trying to decipher which one is best for them. If you need support, Gainbuzz staff will help you understand all the different options for radio advertising we offer:

Traditional Jingles

Yup, a jingle is exactly what you think of when you think of a traditional radio advertisement. Jingles range from catchy musical tunes to short slogans to a sing-song script.  Though they hold the power of a strong recall, it takes skill, time and money to produce a jungle that is catchy, does not annoy listeners and yet, it conveys the intended message.

RJ and Celebrity Endorsements

An endorsement made by a radio jockey or a celebrity is very likely to be received in a positive manner. The listeners often trust the RJ or celebrity as a source. Whether as a live read or a scripted radio spot, using this route will help you ‘hook’ listeners. Radio show hosts often have a loyal following of commuters who listen to them at the same time everyday. So if you know exactly what your niche is and want to get your message out to a loyal base of target customers on a smaller budget than a TV commercial, you will benefit from radio endorsements.

Produced spots

Produced spots are usually longer than endorsements and are also more prevalent. If an agency or the radio station are recording a spot for a client, that means it is a produced spot. These spots can range from dialogues to jingles to solo scripts – with or without background music and sound effects. Regardless of the bells and whistles used, studies have shown time and again, that the quality of the produced spot and its content matter more than anything else in shaping the success of your ad campaign.

Internet and Podcast advertisements

Imagine getting all the benefits of radio, but the listener can log-in from anywhere on their smart phone and listen to your ad spot. That is the power of internet radio and podcast advertisements. A 2007 study by the Radio Ad Lab found that Internet and radio exposure increased brand recall by over 4 times when compared to online ads alone. The best part? Right after listening to your ad, listeners can hop right over to your website – and closer to becoming a converted customer.

The key to success with radio advertising, is consistency and commitment. One-time ads and short-lived campaigns will get you nowhere and there are many business owners who get disheartened after the first few advertisements. The savvy campaign manager, however, would wait for much longer than that before expecting results. Not only will this increase your chances of success, but bulk radio spots will also be cheaper for you in the long run as radio stations offer special rates for those who buy en masse. Before placing a single radio ad, you must understand these basics of radio advertising and more importantly, have a concrete plan for campaign success.

Digital Media

Digital advertising has percolated every layer of our lives right from smartphones to tablets to watches to computers. Not only have digital devices and media become more pervasive, it has become much easier and cheaper to advertise on digital platforms to build and maintain a brand image as well as sell your service or product to the right kind of interested customer.

Despite the increased accessibility, the formula for a successful digital campaign remains a mystery. Words like ROI and analytics have become catchphrases that both excite and scare business owners. At Gainbuzz, we strive to make the process a little bit simpler and decode all the jargon surrounding services like:

Search Engine Optimization (SEO)

Search Engine optimisation involves smart use of content, backlinks, website tags and other tools to help your website rank higher for particular keywords in search engines like Google. The better your SEO hygiene, the higher your ranking in google. There is a downside however. If your SEO provider uses the wrong tactics to get you traffic and rankings, it could also backfire as Google is always changing it’s algorithm and repeated mistakes can cause your website to be blacklisted. Having a knowledgeable SEO provider is crucial.

Search Engine Marketing (SEM)

Search engine marketing is a reliable way getting more traffic and referrals to your website. The most prominent of them, and Google and it’s corresponding Adwords search engine marketing can be effective. Display ads, pay-per-click (PPC), analytics, customised adwords campaigns can all help you effectively get your ads in front of the right eyeballs. However, this can quickly become an expensive, money draining affair if you do not know what you are doing.

Social Media Marketing (SMM)  

Channels like Facebook Twitter, Pinterest, Instagram or any other social networking platform are great medium  for building brand equity and increasing engagement with your target customers. Marketing through social media channels like these, will build brand awareness and also help drive traffic to your website. If undertaken strategically with effective techniques to reach your goals, Social media alone can give you a boost in traffic and sales. Without a strategy though, you may as well be screaming from the rooftops without anyone listening to you.

Email marketing

Whether undertaken as a bulk emailing activity or  sending a sales message to a select group of people on your email list, the goal of email marketing is to build loyalty and trust with your intended customers. Too often, advertisers indiscriminately send out  advertisements, request to work with clients or pitch sales without building a relationship with the customer first. This can result in your emails landing in their spam folder, or being blocked. This is especially true if you are purchasing poor quality leads from a lead vendor. If you want to do it right, you must build a relationship with the customer first. Then you want to craft useful, informative and entertaining content to hook your email recipients. Only then, can you propose a sale or service to the prospective customer.

Viral and Influencer marketing

Viral marketing is also known as viral advertising and is harnesses pre-existing social networks and connections to multiply brand awareness on a massive sale in a short period of time.  This technique is expensive but very effective when a company wants to create massive marketing buzz around a product or service they are launching. Just like word of mouth, viral marketing has the effect of multiplying and replicating on its own. The catch is that you need to right kinds of content, networks, budget and most important of all – the right timing! Influencer marketing can lead to your content going viral as well if an influential person on a social network endorses your product, their loyal following (your target market) is sure to sit up and pay attention. Your campaign would be oriented around these influencers who will use their online clout to get people to pay attention to your products and branding.

Affiliate Marketing and online PR.

Affiliate marketing is where a blogger or marketer earns a commission for every visitor or sale brought by the affiliate’s influence and marketing effort. A retailer would tie up with a network or an individual affiliate who would then publish the content out to the intended customer.  Affiliate marketers can use every sort of online PR activity from traditional methods like blogs, affiliate websites, twitter, linkedin and other social networks to newer social media sites like Facebook, pinsetters, Reddit as well as blog awards, online events directories, listings, contests or any other marketing activity they can think of. The key to a good affiliate relationship is to pick a strong liaison with a loyal and effective network.

Gainbuzz agents will help you understand the marketing game so that you may make an informed decision about your digital campaign. For more information, quotes, queries or just to learn more about outdoor advertising, you can contact a Gainbuzz staff member here (link to contact page/email/phone number etc)

Transit Media

Transit advertising involves displaying your advertisements on moving vehicles with high volume of public transportation vehicles or an with heavy vehicle traffic such as highways. Transit ads can be placed on the side of the buses, trains, taxis, inside the subway tunnels and subway cars, inside and outside bus stations for shelters or any other area with heavy commuter traffic.

The goal of transit advertising is usually to reach commuters in a specific area for geographic location based on a strategic marketing plan that identified them as the ideal user for the product or service that is being marketed. You want to consider the following things when looking into transit advertising for your business:

Purpose

First and foremost, you need to know what the purpose of your advertisement is going to be. Like any other marketing campaign, using your budget and resources purposefully will lead to a more successful and less expensive campaign. With transit advertisements, the costs can add up quickly if you’re not careful. So, when you branch out to new advertising format or a new location, you will have to consider this question carefully: What purpose or problem of user engagement is this advertisement going to solve for my business?

Demographics

Your placement of transit advertisements should take into account the demographic of users that will be interacting with your ad. This makes it more likely that they will remember your brand and become a potential customer in the future. So, if you want to target tourists in a particular city, you might place your advertisement near the major attractions in key neighbourhoods. Knowing your target audience demographics will help you craft a relevant campaign. Relevant campaigns are more likely to speak directly to your end-users and influence purchasing decisions.

Location

We touched on location a little bit earlier. However, location is so crucial to successful transit advertising campaigns that we need to cover it in further detail. The location of your advertisement both in the physical sense (if the ad is located at eye-level, on the ground, or elsewhere) as well as geographically is crucial to maintaining visibility, appeal and public engagement. Let us illustrate with another example. If you are looking to target commuting professionals, you may choose to put your transit as near subway tunnels or bus stations that are strategically located near major banks, hospitals, law firms, financial district or any other area that will have a high number of working professionals commuting via public transport every day.  Imagine what a poor response you would get if you put up the same ad in a student ghetto!

Method of delivery

In the heyday of transit ads, moving advertisements were nothing more than printouts stuck onto the bodies of buses or train platforms. Advertising has come a long way from those days. Today, technology has allowed us to dive into digital media even in a so-called “offline” advertising sphere such as transit marketing.

Today, commuter trains have plasma screens that update you with real-time weather information or live scores of sports games. Advertisers often use this to their advantage by airing relevant ads strategically after the right kind of programs . The latest and most effective advertisements are ones that require user engagement such as scanning QR code with your smartphone or downloading an application. The more user interacts with your contact, the more likely it is for your brand to stick in their mind.

For more information, quotes, queries or just to learn more about outdoor advertising, you can contact a Gainbuzz staff member here (link to contact page/email/phone number etc)


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