The Media Multiplier Effect
When used in isolation, various marketing mediums, such as radio or Out-Of-Home advertising methods (OOH), are known to deliver results. However, when used together, or in addition to a broader marketing mix, the sum of the parts equals much more than the sum of the whole – hence the Media Multiplier Effect.
Given the wide and instant global reach of the digital age, organisations are quick to focus on social media and digital media to maximise their advertising reach. However, when used in combination with traditional forms of media, such as OOH and FM radio, your marketing campaign can reap the rewards of the media multiplier effect!
Social Media & Digital Media
According to recent Statista data, over 2.9 billion global users surfed the net from their mobile
device in 2018 (this number is expected to reach 3.8 million by 2021). Social media platforms help businesses establish relationships with potential customers long before they consider using your produce or service. With over 1 billion users on Instagram, over 330 million daily Twitter users, and over 2.41 billion users on Facebook, it’s easy to see why businesses and advertisers are flocking in droves to leverage the global reach of social media.
The power of social media can’t be underestimated. Outside of actually engaging with your product or service, your website is the most essential consumer touchpoint for your business. Social media is the virtual bridge between your potential customers, your website and your brand. When leveraged, these enormously large online communities can help bring more customers to your business (both physically and virtually). However, social media and other forms of digital marketing are only effective when a user is actively on their device.
While data shows that the average person in the UAE spends 6 hours on their phone, what about the other 18 hours in a day? What about those times when potential customers are driving or spending the day out and about? Radio and OOH marketing options connect business to consumers during the times they are not engaged on their smart devices.
According to Nielsen, a global measurement and data analytics company, “…95% of the total UAE population aged 10 and above tuned into radio every week in first-quarter 2018.” By the close of the fourth quarter in 2018, Nielsen reported total listenership at 7.88 million people reach week.
The radio offers an additional avenue to market your business or services to local and regional residents in their daily lives. Radio allows your company to maximize radio advertising dollars by ensuring your ad is running at the right time, multiple times every day, to reach your target listener. Additionally, radio advertising allows your company to target your audience during very specific times during the day, such as their morning commute to work. When you add radio advertising to your marketing campaign mix, your company can boost online search and increase purchase intent while simultaneously building brand awareness, trust and favourability.
Out of Home Advertising (OOH)
Out-of-home advertising spending (OOH) is expected to grow to $38.06 billion USD globally by 2020. So what’s the appeal? OOH is the easiest way to grab the attention of your on-the-go target demographic. Unlike other traditional advertising platforms, OOH can’t be turned over, turned off, fast-forwarded, tossed to the side, or avoided as consumers walk/drive past a strategically placed sign. It’s literally unavoidable! Even if your customer doesn’t realize it, they’re paying attention to a certain degree.
From hoardings, unipoles and bridge banners to giant digital LED screens, mega pillars and mupis offer your company a wide range of price opportunities to guarantee your message is viewed by the largest audience possible.
Mixing Media is Easier than You Think
Combining your various media channels allows advertisers to communicate effectively to different prospects at different stages of the buying funnel. Mix media such as print, radio, social media, websites and OOH helps to widen the reach of your brand message.
Of course, life would be easier if we all had access to unlimited marketing budgets – but this is not the case. Choosing the right combination of media elements is essential to a smart marketing campaign. The marketing experts at Carrot & Stick can help you determine which media mediums to mix to create the best campaign to reach your target audience.
Contact a member of our team to learn more.