Media Platform

Media Platform – Where? How often? How intensively? How long?

With the media and everything related to it, we move on to the fourth phase of the advertising concept. Now that all key data has been defined or analyzed in the previous phases, the focus shifts to the concrete implementation planning (and booking) of the channels and media.

Button: Watch the media video

Once again, it all starts with the target audience:

The persona created earlier can be used here to define the media target audience.

Which media does our target audience read, listen to, or watch?
How and how often does our target audience consume these media?
How frequently can we appear in these media without annoying the target audience?

The media objectives are defined based on the media target audience:

What questions should be considered

Reach (How many potential customers?)
Frequency of exposure (How often?)
Quality of exposure (How intensive? Impact?)
Duration of impact (How long?)

Advertising Medium / Media Comparison

The media comparison compares the various media based on relevant criteria. Taking into account the advertising and media objectives as well as the costs, a decision is made as to which media best meet your criteria.

Selection / Decision:

The advertising medium is selected with the help of the media comparison
Selection of individual advertising channels (publication, website, radio station)
Frequency and weighting across the individual media
Formats, design, length
Price per placement, number of placements, total cost per advertising medium
Deployment plan (timing and geographic coverage) per advertising medium