Media strategy doesn’t work in isolation. With so many shiny new platforms and tactics like TikTok Shop and podcast sponsorships to interactive billboards and pre-roll ads, the options are endless. It can be tempting to put your ad in the “coolest” placement, but without the right message, you may just be adding to the noise.
Placement First Thinking
Many strategists fall into a “placement first” mindset, believing they can only reach their audience through one specific platform or tactic, no matter the message. Even worse, placement-first thinking can cause you to forget your audience entirely and pick placements based on personal bias. Just because an ad manager is easy to use or you scroll through the platform daily doesn’t mean it’s the right choice for your campaign.
It’s easy to point out campaigns that missed the mark, but that doesn’t always mean the message was wrong. We’ve all seen brands show up in the right place at the right time with the wrong idea. Maybe the tone was off, the creative didn’t fit the context or the message was too vague and got ignored. Regardless, the outcome is the same.
What Is the Actual Goal?
It might sound cheesy or like common sense, but when planning your next media strategy, take a moment to ask yourself some important questions:
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What is the actual goal?
Are you raising awareness about the dangers of secondhand smoke in Oklahoma? Generating sales at a new Taco Mayo location? Educating drivers on highway safety? Be specific. The clearer your goal, the sharper your message. And the smarter your placement choices. -
Could my message work on its own?
Strip away the platform, the placement, the targeting and the links. Does your message still make sense? Would someone see or hear it and immediately understand what you want them to do or think? If not, the placement won’t fix it. -
Does the message match the moment?
Think about where the message will appear. Is it interrupting a scroll, sitting between YouTube videos or on a highway billboard during a daily commute? The best creative understands the context and speaks in a way that fits the platform rather than fighting it. -
Is the placement making the message stronger or just louder?
A well-placed ad can amplify a great idea. But if the idea isn’t working, no amount of targeting or budget will make it resonate. Ask yourself if the placement is helping bring the message to life or just pushing it further into the world without purpose. -
Are media and creative working toward the same goal together?
When strategy and storytelling develop separately, they don’t reinforce each other. But when media and creative come from the same brief for the same outcome, the result is more cohesive, more relevant and far more effective.
Don’t Get Lost in the Noise
In the end, it’s not just about being seen. It’s about being relevant. Your media plan can be precise, innovative and data-driven. But without a clear message behind it, it’s just more noise. Start with the message and make sure it works. Then let the placement bring it to life, in the right place, at the right time, with the right impact.
If you want to make sure your message cuts through the noise and hits the mark every time, VI can help. Reach out to us and let’s build a media strategy that delivers results.
