How To Decide Where To Advertise in 2019

Despite all the talk about the internet and digital media being the place to be with your advertising, it’s not time to dump traditional media.

That’s a one line summary of a report issued recently that summarizes where the advertisers and advertising agencies are choosing to spend their advertising dollars.

I’m looking at a chart that lists the factors that are most important in the media mix decision.

In plain english, what are the factors that these businesses and media buyers use to choose one advertising option over another.

At the top of the list, in a tie at 73% we have:

1. Channels that have been successful in the past, based on research 
2. Channels that are preferred by our target audience, based on research 

A little over half gave the following three factors for picking an advertising channel:

• Channels that are appropriate for a specific campaign
• Channels where our target consumers are most receptive to content from brands
• Costs and Budget

So far, the two of the most talked about factors for choosing one advertising media channel over another hasn’t been mentioned.  But I’m about to.

Being able to measure Return on Investment only got a 44% rating while New Marketing Channels scored a measly 32%.

Those last two items, are the hallmarks of digital marketing and yet they are the two least important factors.

Let’s look at those top two factors again.

Channels that have been successful in the past.  That sounds like a safe bet. But you also need to know if those channels are still the best choice and that’s where the other top factor comes in. Channels that are preferred by our target audience.

The good news is if you want to consider using WOWO radio, I have dozens of advertising partners that have been using WOWO radio for years, even decades successfully.  I also have details on who listens to WOWO and all the other local radio stations so when we meet we can see what advertising channels your target audience is listening to.

Reach out to meet to set up a meeting and in the meantime, sign up for my free Sound ADvice marketing tips newsletter using the form below or send an email to Scott@ WOWO.com.