Media Planning

Determining your audience profile is a critical step in ensuring your campaign is successful. An audience profile can help you personalize your campaign’s messaging to reach those most likely to convert, and limit the amount of spend you might’ve otherwise wasted on underperforming ads. Here, we’ll explore the information you need to include in an audience profile, how to write an audience profile, and audience profile examples. Table of Contents What is an audience profile? What information should I include in an audience profile? How to Write an Audience Profile Why is audience profiling important? Audience Profile Examples Media Audience Profiles An audience profile is different than a target market, or buyer persona. A target market includes every single prospective buyer for your product or service. For instance, perhaps you sell software that can be used for different use cases in different industries. In this case, a target market includes

A few months ago, while I was driving to the airport, I saw a billboard for Kim Kardashian’s company, SKIMS. A week later, I saw ads on Instagram, then a SKIMS segment on “Keeping Up With the Kardashians.”  I had one of those moments where I thought “SKIMS is showing up everywhere!” That’s because the company has an integrated media planning strategy. A few months after these events, when I was shopping for shapewear for my wedding, guess what brand I thought of? (Spoiler alert: it was SKIMS.) That’s why, as a marketer, having an integrated media plan is important for your marketing strategy — below, we’ll dive into what it is, and how to adopt it in your marketing strategy.  Already know what you need? Jump there with this table of contents: What is integrated media? Integrated Media Planner Integrated Media Planning Integrated Media Examples Using integrated media essentially…

Your customers are consuming messages in more ways than ever before — online, in publications, on TV, the radio, and on their phones — to name a few. For companies hoping to reach their audiences across multiple channels, engaging in media planning is a must. However, it’s almost impossible to pull off without media planning tools that give you insight into your efforts. To help you with your media planning efforts, we’ve compiled a list of the essential media planning tools, templates, and software to use this year. Your customers are consuming messages in more ways than ever before — online, in publications, on TV, the radio, and on their phones…to name a few. 1. HubSpot Media Planning Template [Featured Resource] Image Source HubSpot’s paid media template will help you keep track of how much you’re spending on paid media, where your messages have gone out, and how much attributable…

Your competitor releases a new product or service. You offer something similar — but, of course, much better. Then, suddenly, your competitor’s product is everywhere. News articles, online reviews, best-of lists, buyers’ guides, even TV segments. How is this happening? And your real question: why isn’t it happening to you? To compete against your competitors, there’s one thing you’ll need in your wheelhouse: a media kit. Here, we’ll explore what a media kit is, and how it can help you increase brand awareness and, ultimately, sales. Plus, how to make one for your own brand. Media kits may live fully-online as responsive online press pages. Or, businesses may choose to make their press kits available as static, downloadable resources, like a presentation deck. Whatever format you choose, this much is clear: businesses of all sizes benefit from having a professional, readily-accessible media kit. This vital resource is a key to…

I’m willing to bet that today, the typical campaign at any brand uses a media mix. This refers to the process of using multiple channels to meet marketing goals. The question is, how exactly does it help brands better plan campaigns? Let’s dive into how it works, review some stats, and see some brand examples. A media mix is another term for an overview of the channels businesses choose to execute their marketing strategies on. Ultimately, media mix optimization is the process of analyzing the performance of those channels. Think about the last campaign you saw from one of your favorite brands. What did they do differently that really clicked with you? By incorporating a media mix into your yearly planning, you can narrow down what resonates with your audience. Media Mix Example To see how a media mix works for a campaign, let’s use makeup brand The Lip Bar’s…

Because of its efficiency and cost-effectiveness, real-time bidding (RTB) has become one of the most popular ways to purchase ad inventory online. But even for experienced marketers, real-time bidding can be a very confusing concept. So let’s break down what RTB is, how it works, and the pros and cons of using it — all while keeping it jargon-free. In this post, you’ll learn:  What is real-time bidding (RTB)?  How does real-time bidding work?  Real-Time Bidding Platforms  Real-Time Bidding Pros  Real-Time Bidding Cons Let’s get started.  Real-time bidding is the driving force behind most programmatic advertising campaigns. Programmatic advertising is “the automated process of purchasing and selling online ads.” Real-time bidding allows advertisers to automatically buy ad inventory, place the ads online, and get a certain number of impressions in their programmatic advertising campaigns.  ⭐Don’t have time to read the entire post? Listen to our podcast below about real-time bidding…

As a marketer, you might be focused on creating organic content most of the time. But you should keep in mind that paid advertising is just as important. When you manage the paid ads for your business, you can go through individual ad managers such as Google Ads or Facebook Ads. However, that’s not the only option. You can also use demand-side platforms (DSP), which are automated, as a way to purchase and manage your online ads. According to a 2021 study published by Statista, the US was the largest programmatic advertising market worldwide, spending an estimated $70 billion in 2020. Marketers are increasingly using DSPs as a way of purchasing, managing, and tracking online advertising. Below, let’s review all the basics about DSP advertising. With a DSP, you can purchase mobile ads on apps, banner ads on search engines, and video ads on Facebook, Instagram, Google, and even more…

Today’s digital landscape is a competitive one. For any business to find success today, it must create and share media content (such as images, videos, written content, and podcasts) with its audience. Publishing new media is how you boost brand awareness, engagements, conversions, and revenue for your business. Not to mention, media content helps you stand out from competitors. Over time, though, it can become confusing to keep track of, plan, organize, distribute, and analyze all that media content. The best way to combat these issues is through media planning. Media planning has many moving parts, and the process can be difficult to get right. By working through the media planning steps as well as implementing media planning templates, you’ll keep any media-related challenges at bay. Benefits of Media Planning Media planning aids with parts of content creation and distribution, including: Getting to know your target audience on a deeper…

Instagram has finally surpassed 1 billion users. Yes — that’s a billion with a B. If your audience is active on the platform, the right ad can captivate their attention, drive leads, and, ultimately, increase your revenue. But advertising on Instagram is more than posting a great picture. You need to set up campaigns, target the right audience, build a budget and posting schedule, and monitor performance — just to name a few. To simplify the process, we’ve pulled together a checklist to help you set up a campaign, one step at a time. How to Create Instagram Ads: A Step-by-Step Guide to Advertising on Instagram If you’ve ever set up a Facebook ad, you’re about 75% of the way there. After Facebook acquired Instagram back in 2012, the platforms conveniently merged, making setting up Instagram and Facebook ads merely the difference of a couple clicks. So even though your…