TV, Radio, Print & Outdoor advertising
Traditional reach channels such as TV, radio, print, and out-of-home advertising are effective when the goal is to quickly reach a large audience and build demand over time.
Context Media helps you plan and execute campaigns that create visibility where your target audience moves throughout their daily lives. We offer a comprehensive service that includes strategy, booking, and follow-up.
Work process
It is important to us that you have a clear understanding of how planning and implementation work. Below we describe the 5 central parts of our process.
1.
Insights & tactics
Our work is always initiated by insight work. Although insight work is constantly present and in need of updates, short-term and long-term goals are established based on the client's needs and foundation.
Mapping of target group(s), perceived and actual behaviors. Media consumption, challenges and opportunities, insight assets, data assets and their refinement.
Timing, share of voice, etc. The parameters can be many.
3.
Execution
Based on insight/tactics and design, campaigns are built/negotiated to achieve our goals with each individual activity.
Here is the final team.
5.
Optimization
We aim for as few optimization changes as possible. The goal is monitoring rather than optimization. For example, in data-driven processes, the work should not be constantly reset.
However, an example of an optimization measure could be a changed budget allocation from channel and or brand to performance activity, given changed demand for the product/service.
2.
Design
Based on the insight work, we have established a foundation for discussions with creative partners. Mobile first? Traditional or digital audience? Platform adaptation, message adaptation. What does the target audience think, believe, and feel? We want to work closely with the creative team.
There are massive differences in the impact of advertising messages depending on the characteristics of the medium and how, when, and in which context the medium is consumed.
4.
Monitoring
Ensure deliveries and monitor accumulated target achievement.
It is important that the customer and the team have a holistic view of ongoing activities as well as competitor and brand monitoring.
Insights & tactics
Insights from continuous monitoring and follow-up are implemented into tactical measures for future executions and marketing efforts.
1.
What do our customers say?
“In summary, the Context gang is unpretentious, easy and professional to work with.”
-Lena Rodin, Head of Marketing at Löfbergs
Why advertise in traditional channels?
Investing in traditional media is rarely about clicks, it's about reach, trust and positioning.
TV, radio, print and outdoor advertising reach broad audiences quickly. For brands looking to establish themselves or strengthen top-of-mind, mass reach is crucial.
When a brand is seen in established media, it is often perceived as more serious and stable. Print and TV have historically enjoyed high levels of trust among consumers.
Not all target groups are equally digitally intensive. Older target groups and some regional segments still consume a lot of linear TV, radio and local press.
TV and radio are powerful storytelling channels. Moving images and sound activate more senses than, for example, static digital banners.
In a media mix strategy, traditional channels are often used for reach and brand building, while digital channels are optimized for precision and conversion.