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mediascape
clientscape
infoscape
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broadcast media
Broadcast media may now be facing its biggest challenge ever. Traditional radio and TV consumption behavior has changed dramatically following the advent of DVRs, TiVos, iPods, satellite radio and the Internet. Radio and TV audiences are increasingly moving to on-demand listening and viewing rather than by program schedules.
As a result, marketers must find new and different ways to introduce their broadcast advertisements to audiences that are more in control of what, when and where they consume media. mediascape marketing has been carefully following the changing behaviors of radio listeners and TV viewers in an effort to better understand how our clients can best reach and react to these changing audience dynamics. And our observations have led to some basic conclusions:
- Radio groups are generally doing a disservice to their advertisers by packaging their cluster of radio stations in a campaign buy. Think about it.how can stations with different formats and audience demographics possibly reach the same specific target customer?
- TV stations base their audience reach and advertising rates on ratings that measure program viewing-not advertising viewing. As more and more viewers elect to zap and fast forward through commercial breaks, how can you be sure your ad is being watched?
- Ad agencies that plan and schedule your advertising campaign according to cost-per-thousand estimates and reach and frequency formulas are using an outdated model that no longer applies in today's changing mediascape. And often they provide no source of measurement for campaign performance and your return on investment.
The principals of mediascape marketing has worked in and worked with broadcast media for most of their careers. We understand the changing dynamics of the broadcast industry and how best to position our clients for successfully leveraging today's radio and television mediascape.
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