Media Strategy: The Future of Effective Advertising
Our mission is to enable advertisers large and small to take part in the digital communication revolution by removing workflow obstacles. To achieve this, we work hard to create a better experience for the users of our platform, from faster turnaround times to more effective multi-media campaigns. The United States is the largest digital advertising market in the world with digital media spending expected to surpass $200 billion by 2025. As the advertising landscape evolves, and new trends and technologies emerge, media strategy has become a critical component to the success of our digital media campaigns. Media Strategy Manager Monika Chen explains what it takes to drive product line success and how her team contributes to the Frequence platform.
So, what exactly is media strategy?
We know effective advertising doesn't just happen. It requires planning, research, and creative thinking to figure out what works best. Media strategy serves as the bridge between advertising operations and the various products that we manage. It evaluates audience demand for certain products and determines how our platform can support those needs to ensure we place the right message in front of the right people at the right time.
How does media strategy contribute to the Frequence platform?
Media strategy helps us generate new ideas to enhance our products, provide additional services to our partners, and add value to the platform. At Frequence, the media strategy role works alongside the operations team to drive initiatives that help improve our existing product offerings for local advertisers. Media strategy communicates the requirements and expectations needed to support media planning and media buying activities from both a technological and operational standpoint.
Media strategy is essential in assessing the need to add additional products to the platform while keeping a strong focus on operational workflow. Linking products and operations allows us to consolidate the information that we accumulate from various sources, such as our own market research, client inquiries, and emerging trends to decide if a product is feasible and how it can be scaled to the platform.
What does the roadmap to media strategy success look like?
The roadmap to media strategy is largely demand-driven. This demand can come directly from our digital advertising partners as well as our business development teams. Other opportunities originate from our media buying experts and our data science team as they look to apply their experience in media optimization and create new ideas for scaling efficiency and operational workflow.
The digital media space changes quickly, so we must remain strategic and improvement-focused. One of the ways we improve our existing product offerings for local advertisers is through the integration of new technologies. The strategic implementation of new media products and channels, such as digital video and streaming audio, is another important tactic.
We're constantly analyzing the platform’s internal functions as well as our own internal processes to understand how we can improve the platform and where we can build additional technology to minimize the need for manual intervention. In turn, that helps us scale our products and offer more services. This process is effective for two reasons – it unlocks some of the traditional barriers to local advertising and makes it possible for our media partners to sell at a higher volume.
How does media strategy leverage digital advertising technology?
As our business continues to grow, optimization and automation continue to be an important part of our strategy for success. In 2021, media strategy and data science teamed up to build and test an advanced natural language algorithm that both automates and improves the optimization of keyword-targeted media. We also ran proof of concept (POC) testing phases for numerous media integrations such as email marketing, household addressable targeting, and CRM list match technologies.
Another core integration for the Frequence platform is our partnership with MRI-Simmons to leverage streaming data and audience viewership insights. By improving our media planning and forecasting toolset, this initiative helps Frequence users leverage over-the-top (OTT) and connected-TV (CTV) products and drive better selections from an advertising perspective.
Media strategy helps strengthen our social media products, too. In 2021, we made a series of improvements to our Facebook API workflow integration to improve operational efficiency. The research and development team of new media services leveraged media strategy to beta test a new managed media service for Twitter and worked with the product team to integrate Twitter API functionality into the platform for Frequence users.
What do you like most about the work you do?
There’s always a need to identify and solve problems or discover areas of opportunity that our media partners are excited about or interested in. Media strategy works with every team across Frequence to drive success for our media partners and company stakeholders. It's important to stay on top of emerging trends, such as new technologies, data collection strategies, and other forms of digital marketing that can help us stay one step ahead of the competition.
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