This document serves as a practical guide to multi-layered media campaigns, emphasizing that combining various media platforms enhances advertising effectiveness by improving audience reach and engagement. It discusses consumer behavior patterns, the importance of balancing reach and frequency, and the necessity of maintaining creative freshness to combat ad fatigue. Additionally, it outlines different types of media vehicles—traditional and digital—and addresses the importance of fraud prevention in digital advertising.

1. A Practical Guide to
Multi-Layered Media
Campaigns
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2. Why Multi-Layered Campaigns?
Advertising campaigns perform more effectively if
they include a combination of strategically-chosen
media platforms. Multi-layered campaigns increase
the likelihood that your ads will reach the target
audience, and that the audience will respond.
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3. 1.
Consumer
Behavior
Position your
message to
reach
audiences as
they consume
information
across multiple
platforms
throughout
their daily lives.
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4. Consumer Behavior
● In a typical day, your audience views multiple screens,
communicates across mobile and desktop devices, and
enjoys a mix of online and offline programming.
● In the Boston DMA, 45% of all households use a mix of
both traditional and streaming television.
● With so many media consumption options available to
your audience, it is critical to serve your message on
more than one media platform.
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5. 2.
Reach and
Frequency
All media plans
revolve around
a preferred
balance
between reach
and frequency.
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6. Reach and Frequency
● Reach represents the number of audience members
exposed to your message.
● Frequency is the number of times your target audience
is exposed to your message.
● As a rule of thumb, a person needs to be exposed to a
message five-to-seven times before they’ll perform a
particular action step.
● Placing ads across multiple media platforms helps
build frequency while achieving effective reach.
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7. 3.
Creative
Ad creative
should be
varied and fresh
to keep your
audience’s
attention and
effectively
deliver your
message.
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8. Creative
● Creative fatigue is a real phenomenon in which an ad is
over-delivered and the target audience eventually
tunes out the message.
● Audiences stay more engaged when your message is
exposed across multiple platforms with visually
interesting and diverse ad units.
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9. What Types of Media Vehicles?
The media mix is determined after you’ve identified
your target audience(s) and established your
campaign goals. Many campaigns combine both
traditional and digital media vehicles.
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10. 1.
Traditional
Media Vehicles
Traditional
media vehicles
are typically
used to raise
awareness of
your brand.
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11. Print Publications
● Print, in the form of daily or weekly newspapers,
magazines and journals, continues to be a relevant
option if you are looking for a tangible messaging
environment.
● Placement of print ads within selected editorial
environments allows for consistent exposure in relevant
content.
● Print readers tend to be loyal readers and skew older
than the general population.
● Print works best as an awareness-building tool in
concert with more response-driven media vehicles.
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12. Outdoor and Transit
● Out-of-home (OOH) ads appear across static and digital
billboards and posters located along roadways and on
street furniture, recycling and trash containers, and
other street-based surfaces.
● Transit advertising is placed on the interiors and
exteriors of trains, subways, and busses, as well as in
transit stations on posters, kiosks, and other surfaces.
● Outdoor and transit advertising, like print, works best as
an awareness-building tool in concert with more
response-driven media vehicles.
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13. Broadcast TV and Radio
● Broadcast tv and radio offers extensive audience reach
for brands looking to heighten exposure and raise
awareness.
● Production costs are typically higher for traditional
broadcast media channels.
● TV and radio audience delivery is measured via a
standardized system of rating points representing
percents of total demographic groups.
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14. 2.
Digital Media
Vehicles
Digital media
vehicles are
constantly
evolving, as are
the ways in
which they can
be used.
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15. Digital Display
● Online and mobile display banners are placed across a
series of secure websites that are reflect audience
interests and online search behavior.
● Display ads are served based on available impressions
and drive traffic to campaign-specific landing pages.
● Geotargeting allows you to focus ad delivery on specific
geographic areas, zip codes or regions.
● Geofencing allows you to target mobile device users in
close proximity to a specific landmark, such as a school,
conference center, or retail location.
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16. Retargeting
● Retargeting is often used to build frequency.
● During a campaign, when someone visits your website
or landing page, but does not perform a desired
conversion action, they are tagged with a cookie—pixel
code that indicates that the individual has shown
interest in your message, but has not yet committed.
● Pixel tagging insures that your message will continue
to be served to this individual throughout her online
journey, encouraging her to return to the website or
landing page to follow through on her inquiry.
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17. Paid Social
● Advertising on social media platforms like Facebook,
Instagram, Twitter, Snapchat, LinkedIn, Pinterest, and
YouTube is an effective tactic to reach highly targeted
audiences.
● These social channels are highly visual, requiring quality
images and video content to capture the attention of
target users.
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18. Paid Search
● All of today’s search engines offer paid advertising, the
most well-known being Google AdWords.
● Paid search ads are served within the Search Engine
Results Protocol (SERP) when a user conducts an
organic search for a product or service using a specific
keyword or keyword phrase you have identified as part
of your keyword strategy.
● Advertisers bid for keywords. If the bid amount is
sufficient, and other factors are met, the ad is served.
● Advertisers only pay the bid amount when the user
clicks on the ad.
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19. Streaming Audio and Video
● An alternative to terrestrial radio and tv is streaming
audio and video.
● Streaming products offer endless targeting options
based on user preferences and geographic locations.
● Streaming radio and tv ads are sometimes offered by
traditional media outlets, but they can also be
purchased from popular streaming apps like Pandora
or Spotify.
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20. Additional Digital Vehicles
● As podcasts continue to gain audience share, it is
becoming easier and most cost-effective to advertise
on individual podcasts or on groups of podcasts.
● Online games often have advertising opportunities, and
it is now possible to advertise on these platforms.
● Mobile In-App ads appear in specific apps and reach
targeted audiences. For example, Waze is an app that
uses geofencing to let their users know when they are
close to a coffee shop like Dunkin’ Donuts.
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21. 3.
Ad Fraud
Prevention
With digital
advertising
comes ad fraud.
Make sure you
are protected.
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22. What is Ad Fraud?
● Ad fraud is the practice of serving digital ads that have
little to no chance of being viewed by a real person.
● According to the Association of National Advertisers, in
2017 bots accounted for approximately 9% of digital
display advertising spending and caused a total of $6.5
billion in economic losses globally.
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23. Limiting Your Exposure to Ad Fraud
● Abide by the TAG Certified Against Fraud Guidelines,
created by the American Association of Advertising
Agencies, the Association of National Advertisers, and
the Interactive Advertising Bureau.
● Proactively monitor fraud, blocking domains and apps
that have a lot of fake traffic.
● Whitelists identify high-quality websites with content
that fits your brand. Blacklists identify websites with
fake traffic or content that doesn’t fit your brand.
● Brand safety filters exclude websites with sensitive
content, such as nudity, guns, and alcohol.
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24. Questions? We’re Here to Help.
Richardson Media Group is a strategic media
planning and buying agency that negotiates and
manages advertising campaigns, crafts content, and
performs SEO to help brands raise their profiles.
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25. Anne E. Richardson
Anne brings dual careers to her role as
CEO of Richardson Media Group. Years
running agency media departments
along with earning her M.Ed. and
becoming an educator naturally
converged towards an entrepreneurial
path. Our clients value her deep
understanding of the ever-changing
paid media landscape, her strategic
focus and her detail-oriented approach
to campaign management. We love
her commitment to maintaining the
highest standards and passionate
vision for our future.
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26. Erica A. Holthausen
Erica has worked across a variety of
industries, but most of her career has
been focused on marketing and
business operations. She brings these
varied experiences, along with a wicked
sense of humor, to her role as
Operations Manager and Content
Developer at Richardson Media Group.
Our clients appreciate her smart,
creative personality and her impressive
organizational skills. We love her
willingness to dive in head-first to keep
our projects running smoothly.
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27. Thank you!
We’d love to hear from you!
Richardson Media Group, Inc.
59 Bow Street
Portsmouth, NH 03801
(603) 373-8866
info@richardsonmediagroup.com
www.richardsonmediagroup.com
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