Having a compelling video, graphic, or soundbite produced often proves to be just the start for a modern business that is hoping to attract some attention. Figuring out how best to broadcast or distribute that piece of media can be just as important as having it created in the first place.
Experts at media buying have effective ways, however, of identifying and addressing the most significant considerations. A systematic approach to the problem will almost always yield rewarding, satisfying results.
Breaking Down a Complex Challenge Into the Individual Factors That Matter the Most
While every media placement project presents its own distinctive features and difficulties, the vast majority can be assessed in terms of some common, fundamental principles. In general, it will normally help to look at a particular media buying initiative through such lenses as:
Cost. No piece of media can ever merit investing an unlimited amount of money into distribution. The cost associated with each placement opportunity almost always ranks as one of the most fundamental considerations of all. While it can take some effort to assess the true costs inherent in each option, such research will inevitably pay off.
Reach. The other key factor for more or less every media distribution initiative is the size of the audience to which each particular outlet can potentially provide access. Every possible avenue of distribution will have associated limits, and defining these as precisely as possible always proves to be important.
Frequency. The rate at which members of an audience can be expected to engage with a particular piece of media is a factor that will need to be assessed as well. Reaching a smaller audience far more frequently can, in certain cases, be more powerful than engaging with a much larger one less often.
Appropriateness. While this can be a fuzzier factor to assess, figuring out how well each option suits a particular piece of media will always be helpful. If outdoor advertising options like billboards might suit a newly produced graphics asset well, an online distribution could be a much better fit for a piece of video.
This Systematic Approach Consistently Yields Results
It can be intimidating to narrow down the many options and pick particular outlets for the distribution of a piece of media. In practice, though, simply breaking things down systematically tends to make the best possible choices clear. Given the fact decisions made at this stage almost always prove to be just as important as those settled earlier on in the process, that can easily end up being an important achievement.