Atlanta MediaWorks

10/06/2021

Now more than ever, we are aware that watching television has changed. The 6 o’clock news does not reach people under 30, the water cooler rehash of last night’s show does not exist, and the days of “Must See TV” on a single channel are long over. Television viewing is fragmented, which can be a challenge for local and short-term advertising campaigns. Budgets do not always allow for traditional schedules to reach a divided audience with enough frequency to promote recall. Many agencies are recommending an overhaul of plans, in favor of programmatic buying or a straight OTT platform. The directness of a campaign that can target individuals based on exactly who they are, where they are, and what type of media they consume is an easy sell. What is the downside?
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In actuality, the universe of OTT viewing is small. Most homes have some sort of third party serving, so viewers have options. However, according to ThinkBox Research, as of September 2021, on average, 64% of viewers watched at least one minute of broadcast TV a day. This culminates to 84% within 7 days. The opportunity for message recall is imperative and opportune; no other form of media can reach so much of the population in as short a time.
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Additionally, OTT is expensive on a CPM level. A $30-$50 average CPM is manageable for a national or long-term advertiser, but for short-term, local, retail, or healthcare branding, it’s not suitable as a stand-alone campaign. What good is a beautiful spot or message if very few people see it? Rather than using OTT as a replacement for TV advertising, the two should be integrated for maximum results. The layering of these mediums provides consistency and reach, as well ensuring video messaging is accessible and successful for most clients.
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Just as TV has not replaced radio, Digital has not replaced a more traditional broadcast campaign. Television continues to reach the largest audience at the most affordable cost.
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09/15/2021

Today is our first “Why?” Wednesday! These posts will cover helpful topics related to media planning and placement.
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𝗧𝗵𝗶𝘀 𝘄𝗲𝗲𝗸’𝘀 𝘁𝗼𝗽𝗶𝗰: Why does your business need a media agency?
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The world of media is vast. Medium options now include television, radio, print, out-of-home (OOH), over-the-top (OTT), social media, and digital. In addition to being fragmented, the process of planning and placing can be flat out confusing. Despite the difficulty in developing and maintaining a successful campaign, it is common to hear companies ask why they need to spend money on an agency. The easiest answer to this is that, in the long run, using an agency leads to media savings!

When you hire a media agency, you are developing a partnership. The main goal of this connection is to make sure the media ends up working for you, and the main perk is that agencies have the time and tools to make this happen. Vendor calls, emails, meetings, and presentations are time consuming. Imagine having that on your plate on top of an already busy schedule!

Rates and placement vary drastically, even within a single medium. Not only does an agency understand the intricacies of dayparts, impressions, rates, ratings, reach, and frequency, but just the fact of being an agency ensures deeper discounts within and across platforms. In addition, the professional connections and relationships are always a plus when working to get optimal placement and opportunities.

Once you’ve determined who needs to see your message and how to reach them, knowing your campaign has been effective can be difficult. Agencies have access to data and resources that show how your campaign is delivering, allowing for monitoring and change. In the end, you have access to concrete information showing whether or not your campaign reached your intended audience.

The discussion of a media agency’s necessity could go on and on. The bottom line is that an agency’s knowledge, experience, resources, and relationships ensure your media campaigns and dollars aren’t wasted. It shouldn’t be a question of whether you need to advertise, it should be a question of 𝗪𝗛𝗢 you need to manage your advertising!

09/14/2021

Our IG account was disabled/hacked, which has given us the opportunity to start fresh! Looking forward to growing our social media content and sharing how AMW can help with your media and advertising needs!!

03/23/2020