Choosing an advertising placement is the result of carefully thought-out decisions. It is difficult to predict the precise results of a multi-channel marketing campaign, but an in-depth analysis can certainly minimize the risks. After all, no one wants to throw money out the window!
STUDYING THE TARGET AUDIENCE’S SOCIODEMOGRAPHIC AND CONSUMER PROFILES
Who are our target customers and how do we reach them? These two challenges serve as the launch point for an in-depth study of your audience. With data to back it up, we try to pinpoint their attributes, challenges, needs... with close attention paid to their choice of media! Do they watch live TV shows? Do they record them and watch later? Are they streaming them online? While on the go?
We’re interested not only in your audience’s media sources, but also their state of mind when they come into contact with the content. And we take into account the customer journey through the different brand touch points. No last-touch only, single-source attribution here!
CHOICE OF HIGH-PERFORMANCE PLATFORMS
Favouring one advertising opportunity over another requires thorough analysis, taking into account many different factors:
- The cost per thousand impressions (CPM);
- The makeup of the audience (is your target represented enough?);
- The time of day, week and month, which can influence the target audience’s purchase intentions;
- What constitutes an optimal overall reach and frequency for your specific audience and business;
- Synergy between channels.
IDENTIFYING OPPORTUNITIES BASED ON INVENTORY AND SEASONALITY
Prospek is an independent agency that has no bias when it comes to the various media groups. Each client is different and requires choices that apply to it alone. Our method includes a comparative analysis of the costs and inventory of online and offline media, as well as the seasonality of your business. We do everything in our power to propose an initial media timeline that allows for a continual reduction of cost per acquisition during your advertising campaigns.