4 Tips for Evaluating Local Media Advertising Packages

local media buying strategy

How to determine if a proposal is worth the investment and should be included in the local media mix.

Marketing directors and media buyers are constantly bombarded with advertising packages from local media vendors.  It can be difficult to determine the value of the entire package, since most will include a variety of elements, not just the tactics you want.

The following tips will help to determine if an advertising package is a good fit for your campaign:

1. Is there a strong benefit for purchasing the package?

There must be a REAL benefit to purchasing the proposed package, one that you will not receive by purchasing the inventory any other way.

This is often the case with sports packages.  The media vendor may not sell the premium inventory, or any inventory at all, to an advertiser without a package.  For example, if you want to advertise in a college football game, you may need to make a commitment for the season, which will include other programs such as the “Coach’s Show” and “Wrap-Up Show.”

2. Request ALL of the details

Most packages are very general and lack the specifics necessary to assess its value.

For example, you should ask: Where are the spot/insertions/impressions going to run?  When will they run? What targeting options are available?  Are there guaranteed or premium positions available?  What portion of the expenditure is allocated to each element?  What creative sizes/lengths are included?

The placement, size/length and timing will dramatically change the value of the element and the package.

3. Additional elements should enhance the overall package

In order to increase the impact and ROI of your campaign, you should only invest in tactics that will reach your target audience and fit your strategy.

For example, if a radio package includes a spot schedule, along with online impressions and commercials on the online or mobile stream, make sure the elements actually add value to the schedule and your campaign.

Do you really need all of these elements, or should you only invest in the spot schedule?  The additional elements may seem like a great “deal,” because the inventory is “discounted,” but step back to see if it is the right investment or if your marketing dollars are better spent in another way.

4. Eliminate broad rotators

Some station packages include broad rotators, which will air any day, at any time.  While this type of schedule may have a large number of spots, it may not be an efficient use of your advertising budget.

A media schedule is about quality over quantity.  Unless you are advertising for a mattress company or a sleep-aid, commercials airing in the middle of the night will not add any value to your campaign.

photo credit: Tetra Pak via photopin cc

Shelby Nichols

About Shelby Nichols

Shelby is Director of Digital Media at Sheehy, a regional advertising, marketing and media agency. With close to 15 years in the industry she has planned and purchased a wide range of media and has a passion for all things digital.

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