Offline & Addressable Media Planning Session PDF

OFFLINE MEDIA PLANNING OFFLINE MEDIA PLANNING FUNDAMENTALS SHIFT TO DIGITAL & ADDRESSABLE MEDIA Paid Media Prof. Emiliano Chedrese TV OOH RADIO OFFLINE MEDIA Offline marketing refers to any advertising that is carried out using traditional offline media, such as television, billboard ads, print and...

OFFLINE MEDIA PLANNING OFFLINE MEDIA PLANNING FUNDAMENTALS SHIFT TO DIGITAL & ADDRESSABLE MEDIA Paid Media Prof. Emiliano Chedrese TV OOH RADIO OFFLINE MEDIA Offline marketing refers to any advertising that is carried out using traditional offline media, such as television, billboard ads, print and radio.... Even though many advertisers are focusing on digital marketing and advertising, traditional offline media channels are still important. PRINT OFFLINE MEDIA: MAIN BENEFITS 1. Build Brand Awareness 2. Impulse sales 3. Reaching Customers Where They Are (low digital consumers) 4. Testing Regional & Local Markets 5. Bridging Offline Marketing to Online Conversions: omnichannel 6. Impulse consideration with omnichannel media experience https://www.marketingevolution.com/ OFFLINE MEDIA CONSUMPTION IS MORE RELEVANT FROM 45 Y.O. TV THE MEDIA DOES NOT CONCENTRATE AUDIENCES, IT IS THE PEOPLE WHO CONCENTRATE AROUND THE CONTENT FROM FRAGMENTATION OF AUDIENCES TO FRAGMENTATION OF CONTEXTS OF AUDIOVISUAL CONSUMPTION Morning Half-day (7.01h-12.00h) (12.01h-15.00h) Late Night (15.01h-20.00h) (20.01h-02.00h) Videos on Social Media Contenido RRSS YouTube OTT Documentales y concursos Noticias Películas y series Fútbol Late nights Conventional free-toair TV (DTT) Pay TV Percentage of use by band: Degree of attention during use*: >40% 30-40% 20-30% Atención plena Fuente: Estudio Audiovisual Now HMG & The cocktail Analysis 2022 10-20%