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The Mix Matters

The marketing philosophy at BrandVision has always centered on a healthy mix that reaches consumers through a variety media channels.

It wasn’t long ago that social media emerged on the scene and was highly heralded by many as replacing everything…from TV to Radio and all mediums in between. My take was simple: It’s a good part of the mix, but the mix matters.

A recent Microsoft survey of 189,973 pollsters asked the following: “Which one of the following types of advertising do you pay the most attention to?”

The pollsters were asked to choose from TV, Radio, Online, Newspaper, Magazines, Outdoor, Social Media and Other.

Only three of those media options reached the double-digit percentage response mark: TV, Online and Other.

TV advertising dominated pollsters attention, garnering 37 percent. Online was second with 22 percent. Next was Newspaper (8%), followed by Radio and Social Media (6% each); with, Magazines (4%) and Outdoor (2%) bringing up the rear.

Online advertising could encompass a lot of types of advertising (banners, pre-roll video, etc.). But, it is interesting that TV dominates the ‘ad interest’ spectrum. Of course, in today’s streaming environment, this could also include OTT (Over-the-Top) and CTV (Connected TV) ads on streaming devices. This means that a significant portion of TV’s 37 percent could actually be a hybrid mix with Online advertising, or Digital Marketing. The survey was not clear on that.

What is clear is that video still connects and resonates with today’s consumer. Whether it’s a straight-up TV buy or a CTV, digital marketing purchase that uses platforms like Roku or Hulu, video can tell a brand’s story like few other mediums. It allows you to shape your story, hitting upon emotional elements that connect with a consumer and enhances their relationship with your brand.

What should not be included?

That depends–all of those media can still be utilized in a productive way to accomplish your business goals. Many factors are at play. Although, I must point out, that what 11 years ago was supposed to replace everything is anchored in a fifth place tie.

What should be included. Again, it all depends, but if at all possible budget-wise, TV/OTT/CTV should find its way into a solid marketing mix.

By Scott Trueblood, of BrandVision Marketing. BrandVision Marketing is a full-service marketing agency based in Knoxville, TN.

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