This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!
This week, we're talking about a controversial topic in marketing: media quality. We'll challenge common assumptions about TV advertising and explore how brands can make smarter media buying decisions.
—Elena
Media cost doesn't always correlate with quality, especially for TV.
Marketers may assume a direct link between TV media cost and quality. But this overlooks the complexities of the media marketplace. High-quality inventory can become available at lower price points due to normal market dynamics, such as last-minute schedule changes or shifts in advertiser strategies.
Redefine what media quality means.
It’s tempting to think that premium media would lead to better ad performance. However, this can lead to missed opportunities and wasted spending. Here's what you need to know:
- Quality is subjective. There's no universal definition of media quality. It varies by marketer and campaign objectives.
- Low cost doesn't mean low quality. Opportunistic buying can access high-quality inventory at lower prices due to shifting market dynamics.
- Focus on business outcomes. Instead of proxy metrics like viewability, prioritize how media impacts your bottom line.
- Challenge assumptions. Don't assume more expensive inventory guarantees better results. Test different approaches and analyze performance to find the best options.
- Consider reach and a diverse media portfolio. Lower-cost media may help you reach audiences your competitors are overlooking.
The key is to evaluate media based on its ability to drive business results, not just impressions or status. By challenging assumptions and focusing on outcomes, you can uncover valuable opportunities in TV advertising.
"P&G's Marc Pritchard on Using Media to Grow Markets”
This article explores strategies for achieving broad reach while maintaining effectiveness and efficiency in advertising campaigns.
The key to growth.
"It’s not who spends the most that matters. What matters is who reaches the most consumers with the greatest media precision, the highest advertising effectiveness and the optimum efficiency to deliver sustained growth and value creation."
—Marc Pritchard, Chief Brand Officer at Proctor & Gamble
