The Media Plan: Business-to-business internet service provider Vorboss has rejected traditional media strategy to drive awareness in a small hard-to-reach audience and low interest category.
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The Media Plan: Pet food brand Lily’s Kitchen has leveraged out-of-home, radio, and podcasts to target new Gen Z and Millennial “pet parents” at key times of day.
Contextual relevancy is being brought to a mass medium that has always offered creative opportunities for emotional messaging.
The Future of Media: Advertisers need a ‘change of mindset’ when it comes to targeting the gaming audience.
In turbulent times, businesses become more risk averse. So it’s a good moment to look at how different media channels offer hugely variable returns, explains Thinkbox’s Matt Hill.
Increased minutage on linear, ad tiers on streaming services and a “screen-neutral” AV approach could present diverse opportunities for broadcasters, agencies and advertisers.
Effective marketing reminds us the power of when advertising, brand and business work together, writes Laurence Green.
In times like these, it’s not so much about what a brand is marketing, but more how a brand is marketing.
First, recognise the blind spot in our current marketing theory.
This downturn is different. ‘Economic re-organisation’ is a more helpful description for those looking to tailor their strategies, writes the7stars’ head of analytics.