Across all media channels,, working with channel uniqueness sees a significant uplift in receptiveness, recall, actions & works to with your audience mindset.
To do this, media planning needs to be a much closer partner to the creative industries. Keeping creative teams in the loop with technological advancements so, if applicable, these can be incorporated in their creative thinking. Key is to brief well, present the marketing strategy, & then let the creative teams do their thing
As programmatic allows the delivery of advertising in near real time, to relevant, interested audiences, so should the creative served be relevant. As programmatic capabilities incorporate more channels, bringing the creative teams into the process before a plan is bought can make a world of difference. In the case of programmatic DOOH, demonstrating how it is consumed, as in visual lead-in, elevation, content contextual to locations etc network capabilities– how creative can move with audiences.
Diversiffi Media is an independent strategic business development agency, supporting brands to deliver their ambitions.