I need a big budget to use Above The Line marketing, right?
with Georgia
Traditional ‘offline’ media has evolved and now offers a much more targeted way to reach your audience.
The line is now blurred …in fact is there even a line any more?
In theory, above the line marketing makes use of Outdoor and Media advertising to reach a mass audience in a relatively untargeted way, while below the line marketing is online and where all the tracking and targeting magic happens.
In practise, however, with the mass adoption of smart TV’s and speakers and digital screens we can now get a similar level of targeting with TV, Radio and Out of Home advertising.
What’s more, with cross-platform tracking, we can even run the ads within the very same campaign as your PPC and Social marketing – targeting and tracking your audience all the way.
Here are some of the main benefits of using above-the-line and below-the-line marketing together
Build Your Brand
To build a strong brand, you need a strong foundation. Digital and outdoor media will lay it for you.
Because both traditional and digital media platforms are still widely used, pairing them in a marketing strategy will build a brand from the ground up.
For example, think about how much time most people spend on their phones? Especially whilst watching the telly (yes, I am guilty of this).
According to Data Portal, people now spend 6 hours and 58 minutes on the internet, 2 hours and 27 minutes on social media and 3 hours 20 minutes watching TV.
Why wouldn’t you grab this opportunity to get your brand seen? You could easily set up a campaign that runs across the web, social media and outdoor media to increase brand awareness.
Brand Awareness
Digital media is a powerful marketing tool if used correctly. So is outdoor media due to its reach with new customers in ways that the web can’t match.
Together, they create a synergy that boosts your brand’s popularity among potential customers!
Want to see how this works in action? Check out our Crackd case study. We leveraged multiple communication channels (online with our YouTube and Facebook ads and outdoor with multiple digital outdoor campaigns) to increase brand awareness among consumers across the UK – reaching 5.5 million impacts across the campaign.
Targeted Reach
Thanks to ever-evolving technology, targeting a specific audience is achievable both online and offline.
Outdoor advertising targets a broad set of people within a specific area, but new tech like Skyrise can give insight into where you should target your ads.
Additionally, smart technology such as virtual assistants like Alexa, Smart TVs and box offices like Sky can tap into valuable data for detailed targeting and, ultimately, a fantastic ROI on your above-the-line marketing.
Plus, paid advertising on digital platforms can easily refine an audience guaranteed to engage with your brand.
Combine the two together? And you’ve got a recipe for marketing success. This is why advertising across multiple media channels has become more economical. You only have to pay to be seen in front of people who would be interested in what you’re selling.
Cost-effective
The main benefit of a good advertising strategy is how cost-effective it can be for audiences and budgets big or small.
That’s right. No matter how much cash you set to splash, thanks to targeting and analytics, ROI can be set and achieved.
Analytics give insight into your prospects and customer behaviour. This behaviour can be measured to better implement your campaigns.
For example, paid ads allow you to measure what ads are being received well and which ones aren’t. This allows you to make necessary amendments to improve your campaign’s performance.
Additionally, targeted ads will better people’s experience with your brand. As we all know, there’s nothing worse than being spammed with ads you don’t want to see or have no interest in your whatsover!
Tracking and Analytics
New digital technology has made both above-the-line marketing and below-the-line marketing measurable, making all types of advertising affordable.
As an example, Digital billboards contain automated systems that update relevant ads based on nearby mobile devices. The tracking doesn’t stop there. Once a mobile device has been picked up, you’ll be able to target ads to social media profiles. These can also be timed to television ads as well.
It’s crazy but true. You can put your ads infront of the right people, on the right platform at the right time. All you need is a team with wealthy knowledge when it comes to targeted ads across outdoor and digital platforms.
According to research, 66% of marketers believe data analytics is extremely important to improve ROI. For us, it’s 100% what gets us results for ourselves and our clients.
That’s why we’re here to guide you with our knowledge and network. We’re ready to skyrocket into the universe, whether your budget and audience is big or small. Get in touch today.
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