What is a media channel?
A media channel refers to the vehicle in which advertisers relay their messaging to their target audience. These channels take many different forms, each with its own set of advantages and disadvantages.
Types of media channels
There are many types of media channels, ranging from traditional channels such as print ads, to digital channels like social media. Choosing the correct media channels is one of the many important factors for a marketing campaign’s success. If you’re not familiar with some of them, you can always outsource. For example, your marketing team could be doing paid ads in-house while outsourcing social media management to a specialized social media agency.
Traditional media channels include:
Digital media channels include:
- Social media
- Organic Search (SEO)
- Paid Search (SEM)
- Blogs (Content Marketing)
- Digital Audio
- Digital Out-of-Home (DOOH)
- Connected TV
How to choose the right media channel for your ads
- Where do your customers spend their time?
- What topics interest them?
- Are they searching for anything that’s related to your product or service?
Preliminary user tests can be performed prior to launch to find statistically significant data on consumer reactions. Different channels can then be fitted with different creative, messaging and targeting tactics in an effort to measure the performance of your final bunch of options. Depending on the channel, you can continue to optimize your campaign based on what is working well.
New channels to consider:
Connected TV (CTV)
Smart TVs or devices that connect to a TV in order to stream video content are known as Connected TV (CTV). Examples of CTV devices that allow your television to connect to the internet include video game consoles, Apple TV, Roku, and Amazon Fire TV.
Over-the-top (OTT) is the video and TV content that is delivered over the internet as opposed to traditional cable/ satellite television. Some common examples of OTT include netflix, Amazon Prime, and Hulu.
Programmatic Digital Out of Home (DOOH / pDOOH)
Digital out of home is a form of media that is displayed in public areas. It utilizes electronic signs, billboards and screens, instead of the traditional analog signage. Programmatic DOOH automates the DOOH media buying process by using computer programs to greatly increase its efficiency.