Tuesday, 07 May 2019 10:43

How Strategic Media Buying In Denver Can Boost Your ROI

It’s no secret that digital advertising is gaining steam in our technology-centric society. In 2019, total U.S. digital ad spending is expected to exceed traditional ad spending by roughly $20 billion. Even though digital isn’t showing signs of slowing down, traditional advertising strategies are still highly effective and can have significant results. If it’s strategically planned and well executed, media buying in Denver can effectively reach your target audience and increase your ROI in marketing efforts.

Strategic Media Buying in Denver: How to Boost your ROI

If done effectively and strategically, media buying in Denver can significantly boost the visibility of your business and increase your return on investment (ROI). But, that all means you need to reach your target audience at the right time and place. Different forms of media can help you with that.

Digital Advertising vs. Traditional Media Buying in Denver

We spend hours every day on the computer or on our mobile devices, searching through Google and scrolling past social media posts. Even though ads in these digital spaces let you reach your target audience at the right time and in the right place, digital advertising still has some shortcomings:

  • Costly competition — The cost-per-click (CPC) for Google Ads can be startlingly high (some keywords can cost over $50.00).

  • Banner blindness — Many internet users experience ad fatigue on a regular basis, which can reduce the effectiveness of digital ads.

  • Technical viewing problems — Video load time, browser complications, ad blockers, or other technical issues can occasionally get in the way of the ad viewing experience.

To be clear, these shortcomings don’t mean that digital advertising doesn’t work. Digital ads can have resounding success, however a well-rounded strategy recognizes the weaknesses of certain tactics and leverages other methods to ensure their maximum impact. Traditional advertising tactics and approaches to media buying in Denver can offer advantages where digital ads are often limited. Regardless of the media, traditional media buying provides:

  • Greater creative flexibility — Your ads can have more creative and engaging approaches.

  • Access to large local audiences — Many forms of traditional media (e.g., newspapers, radio, TV, etc.) still have large followings on a daily basis.

  • Familiar marketing modes with humanizing effects — Anyone can create a digital ad, even bots can do it. But, traditional ads take human effort and older audiences will appreciate them more than digital ads.

Media Buying In Denver: Forms of Traditional Advertising

Media buying is an integral part of any marketing strategy. It’s all about who you know and how well you can leverage various platforms to engage with your target audience. Digital media is important, but never underestimate the power of traditional media. Here are few benefits of various traditional mediums.

Radio

Even if you can’t recall the last time you tuned into the radio, turning the tuner is a daily habit for many people. AM/FM radio reaches 80.5 million Generation X (ages 35-54) listeners and over 70 million Millennials (ages 18-34) on a weekly basis, with a total monthly reach of 243 million users 18+. And let’s not forget about the booming audiences of internet radio alternatives, like Pandora and Spotify. These huge audiences can be segmented by geographic area, channels, listening times, demographics, and more, while still retaining large audience sizes. Your next audience is definitely awaiting your first radio ad.

Radio advertising continues to be a strong influencer for many brands because of the frequency of the ads. Many marketing experts have conflicting opinions on the right frequency for advertisements (i.e., when does the consumer ignore/dislike the ad, or when does ad fatigue set in, etc.); since radio ads are so quick and unique, hearing a radio ad just 3 times can build brand recognition and motivate listeners to take action without risking ad fatigue.

We’ve had great success in the past with our radio advertising campaigns for clients; we’ve helped clients identify the right stations and execute robust strategies for media buying in Denver and nationwide, while also crafting unique messaging to promote brand awareness or loyalty. And we can do the same for your business. When you focus on your goals and think through the approach, radio ads can have significant results.

TV

The creative spectacles that are television ads are some of the most engaging and successful approaches to advertising out there. This is where you can really let the personality of your brand come to life and speak directly to your target audience. Not only do TV ads reach a large portion of the population — it’s estimated there are 119.9 million TV households in the U.S. — TV advertisements:

  • Reach a large audience in a short period of time.

  • Convey messages with sight, sound, and motion, which can give your business instant credibility.

  • Reach your target audience when they’re most attentive.

If targeted effectively, your TV ads can have huge impacts on your business within just a week or two. This more traditional method for advertising is taking notes from the digital age. Programmatic television is slowly taking off, helping you get more out of your media buying strategy with real-time bidding on TV ad placements.

How many other approaches can have those kinds of results?

Print

Thanks to the booming popularity of Denver, print media buying in Denver not only has a wide variety of options, but also huge audiences. The Denver Post alone circulates over 250,000 newspapers every day, reaching a wide audience of local consumers interested in culture, local events, and more. Not only do print advertisements reach large audiences, but they also:

  • Build trust and credibility — Over 55% of all consumers trust print advertising more than any other advertising method.

  • Are cost effective and highly targeted — If you choose the right magazine you’ll reach your target audience for less money than a spray-and-pray approach would cost.

  • Limit intrusiveness and are safe — Your prospects view your print ad on their terms, with no risk of spam or security threats.

Print advertising certainly isn’t the industry it used to be, but when you consider the reach, the cost, and the target markets, print advertisements are nowhere near their final edition.



Start Your Journey of Traditional Media Buying in Denver

As a leading media buying agency in Denver, FiG Advertising + Marketing knows how to get measurable results from traditional advertising. Interested in learning more? Read up on our media buying strategies or contact FiG today to speak directly with our team of experts.