In terms of advertising, whether it’s digital, print, outdoor, linear TV or radio, Trilix has you covered. With people consuming more media now than ever before, our team of media specialists is continuously keeping an eye out for new, exciting trends. Working to create lasting impressions and effectively deliver our client’s messages, our media team combines digital campaigns with traditional forms of media to drive greater results.
Travis Ziemke, our media manager, gives us a glimpse into his role here at Trilix, media trends he foresees and what the future of traditional advertising looks like.
Tell us about your role as the Trilix media manager.
As Trilix’s media manager, I oversee all media campaigns from a planning and buying standpoint. I make sure that my team has all the tools, data and research they need to provide the best value to our clients, as well as stay up to date on all trends and offerings within the media landscape from a local and national standpoint. I connect with our clients and vendors to put together strategic campaigns that will ultimately drive measurable ROI.
What is the process your team goes through in terms of putting together ad buys and plans.
Strategic planning is where all our projects stem from. Putting together a well thought out and strategic plan is the foundation for any successful campaign. Our proposals vary in a variety of ways but they all boil down to what the client’s objectives are. Depending on the client’s goals, available assets, timing or audience, we may recommend one type of medium over another. It is our end goal to get in front of our client’s audiences any way possible, whether that be digital, print, outdoor, linear TV, or radio — and this might look different for each client. Advertisers need to keep in mind that, yes, KPI-driven and measureable advertising is great, but sometimes just a simple awareness campaign can do wonders for sales and indirectly improve the performance on their next conversion focused campaign.
Tell us how clients are currently buying traditional advertising.
Trilix has tools that show us all available outlets and platforms based on target demographics, estimated costs to reach these audiences, and projected reach and frequency levels based on budget and timing. In the early phases of our campaign planning, we boil everything down to cost-per-thousand impressions (CPM). This allows us to accurately compare one medium to another in order to reach our client’s consumers in the most efficient way possible. We may not always be able to purchase or propose the lowest options, but this gives us a starting point to build our recommendations. Many of our clients have audiences that are still strongly consuming traditional forms of media. Often times, traditional media campaigns are viewed as a “set it and forget it” campaign, but we take extra measures to ensure that campaigns are running as they should and that we are consistently considering alternative options to analyze if we should make any shifts.
Are you seeing any trends in this area?
Digital has been the hot item for a number of years, but we cannot forget about traditional advertising. Way back when, everyone used to say that the introduction of radio would replace the newspaper, but that never happened. Then they said that TV would replace radio, but that never happened. Now everyone is saying that print is dying and digital is taking over the world, but in reality, and history has proved this in the past, all media outlets are learning to co-exist. Media campaigns are being adjusted to fit these changing landscapes.
Audiences are consuming more media now than ever before and that is due in large part to the accessibility, ease and timeliness of today’s media platforms. Many consumers are even consuming multiple mediums at one time. This makes it tougher to get their attention, but that is where the strategy and creative come into play. Many traditional outlets are now offering new age platforms and becoming true mass-media outlets in an effort to cross pollenate themselves and reach larger audiences with multiple touch points. These multiple touch points generate higher levels of brand lift for clients. For example, the IAB states that when desktop digital advertising is combined with print advertising, brand familiarity is boosted by 19 percent as opposed to running either medium exclusively.
Digital certainly plays a fundamental role in delivering campaign objectives, however, campaign results are enhanced when these digital campaigns are combined with traditional forms of media. We have found that campaigns that include digital tactics executed simultaneously with traditional media outlets drive greater results than any one medium running exclusively.
In order to stand out in an oversaturated market, we look to nearly double our frequency levels combined to just a couple years ago. In order to create a lasting impression and effectively deliver our clients messaging we want to try and deliver impressions across multiple platforms and multiple devices. We need to make sure we aren’t pigeon holing ourselves into one vertical/medium. We want to be well rounded and experts in all capacities.
Tell us some stats from Trilix’s traditional advertising buys in 2018.
In 2018, 70 percent of the budgets Trilix placed would be classified as “traditional” advertising. Just four years ago, this number was 97 percent. Yes, we are placing a lot more digital than ever before, but this truly illustrates that cross-medium campaigns are where we are headed.
What does the future look like for traditional advertising?
Traditional advertising isn’t going anywhere anytime soon. When you pair the fact that media consumption levels are increasing year over year with the fact that there are more media outlets now compared to ever before, it is becoming more and more important to combine digital with traditional advertising to form a cohesive cross-medium campaign.