Maximize Your Advertising Budget With Effective Ad Placement
While very few companies can afford to advertise during the Super Bowl ($4.5 million for just 30 seconds in 2015), companies who are savvy enough to use a media placement specialist will save money on their advertising and ensure they get the biggest bang for their buck.
Advertisers need to get their ads in front of the right audience at the right time. Whether using print, television, radio, digital or out-of-home marketing, incorrect media placement leads to wasted money and efforts. No matter how strong your message is, or how visually appealing your ad is, if the target demographic does not see it, then they cannot take any action on it.
The Basics of Effective Media Placement
The most fundamental questions involved in media placement are: “Who is my audience?” and “How do I reach them?” Depending on your industry, product and service, the answer to these fundamental questions will vary.
Effective placement is about using a blend of multiple advertising strategies to reach the target demographic on multiple levels.
If you own a toy store, you have two audiences: children and parents. To reach the children, you may need to place advertisements on television during after school hours or on weekends. Depending on the age of the children, a digital marketing strategy could work as well. To reach the parents, you will have to place television ads at a different time of day, and potentially target print, radio and online advertising.
In many cases, effective placement is about using a blend of multiple advertising strategies to reach the target demographic on multiple levels. With the many varied ways that we all consume media today, relying on just one is putting too many eggs in one basket.
Which Advertising Strategy is Most Effective?
Knowing the strengths and weaknesses of each advertising medium is key to figuring out which to use for your campaigns. Combining this information with demographic trends will help you figure out which channels are best to reach your target audience. Your target audience will likely be defined by one or more of these common categories:
- Annual Household Income
- Education Level
- Geographic Location
Though demographics can be broken up by many other categories, the above lists the most commonly used. In order to effectively target these demographics, specific media placement strategies must be used. While it will be nearly impossible to cover every demographic, we will focus on a few key demographics and how to best target them.
According to a Nielsen study, U.S. teens spend about 200 minutes per day watching television, 52 minutes on the computer, 25 minutes playing video games, six minutes using the phone to talk and send 96 text messages per day.  Other studies also show that teens prefer to communicate in ways that can’t be seen or heard by adult authority figures.
What does this mean? When teens aren’t in school or doing homework, they’re consuming massive amounts of media and speaking to friends in private forums, such as messaging using video game consoles, Facebook, or Twitter. Advertisers looking to target this demographic would then need to use social media and mobile advertisements. Basically, to reach teens, advertisers must immerse themselves in their worlds.
One thing most parents have in common is that nothing is more important to them than the wellbeing and happiness of their children. This means that many parents spend time reading magazines, watching television shows and doing what they can to learn about being better parents. One of the ways that advertisers play on this is by using guilt-marketing, essentially convincing them that their kids “deserve better.” 
Parents want to know that the company they are buying from is credible, and nothing does that more than a professional online presence.
Another way advertisers play on parents’ commitments to making their children happy is to advertise products to make their kids want it so badly that the parents feel they have to buy it. As adults, parents have developed natural filters and defense mechanisms against advertising. By targeting their children, advertisers get around the defense that parents have built up.
To market directly to parents, companies must rely on the Internet, as most of today’s young parents (meaning they have young or school-aged children) grew up with the Internet. This means advertisers would be wise to have an updated website for parents to visit and they may want to utilize newsletters and email marketing campaigns. Parents want to know that the company they are buying from is credible, and nothing does that more than a professional online presence.
Targeting males in advertising is not as easy as it once was, with so many different mediums now available. Decades ago, an ad featuring scantily clad women during a big game was likely to grab attention. While this is still true to some extent, all of the different media available has fragmented the demographic.
Millennial males consume 20 hours per week watching traditional television while Gen X males spend 28 hours and Boomers spend 38 hours. Millennial males spend more time watching videos online than any other male demographic, and 70 percent of them are active social media users. Compare this to just 38 percent of older males using social media and it’s immediately clear that different strategies will apply for different age groups. 
Females are one of the most sought after demographics because they account for 85 percent of consumer shopping.  In many cases, they are the financial decision makers of American households. Just like with men, age plays a huge role in defining a female demographic. When dealing with adult women, ages 18 – 67, however, there are some media consumption trends that can be taken advantage of.
- 83 percent of those surveyed by Insights in Marketing checked Facebook at least once per day.
- 67 percent use smartphones to access the Internet.
- 24 percent use social media to share product and service recommendations.
- 68 percent said they used the Internet to find new ideas for brands and products to try. 
Much of this information points to the need for small businesses to focus on digital marketing efforts to target the female audience most effectively. This is not to say that traditional, radio, print or television ads will be ineffective, but the market is less fragmented online.
Mary Pomerantz Advertising Knows the Way
At Mary Pomerantz Advertising, our experienced and knowledgeable media placement specialists work hard to ensure your ads get to their appropriate media outlets in a timely and hassle-free fashion. Working closely with our media buyers, our media placement experts put their adherence to deadlines, proactive communication with clients and vendors, and technical expertise to work for your business.
Our team offers the connections, experience and technical expertise to aid your organization in the swift, simple and successful placement of its advertising.
After we’ve helped your company develop a campaign and identify where to focus its advertising resources, our media placement team will use their long-standing relationships with various local, regional and national media outlets to make sure your ads get where they need to be with plenty of time to spare. Whether you need to reach out to your local community through town and county newspapers or need to reach a larger audience through the New York Times or the national radio, Mary Pomerantz Advertising has the skills and the resources to help your organization spread the word in an efficient and effective manner.
We’re committed to helping our clients cover as much media ground as they can while staying within (or under) their advertising budgets. We can also connect our clients with specialized advertising venues on the fly for when they need to quickly reach a specific audience.
Our team offers the connections, experience and technical expertise to aid your organization in the swift, simple and successful placement of its advertising. We have helped companies in practically every industry display their ads to audiences of all sizes and varieties. Your business is free to operate without the hassle of communicating with media organizations or the fear missing deadlines when it has the professionals at Mary Pomerantz Advertising in its corner. Contact us today at 732-214-9600 to get started.