The way customers interact with media has changed considerably over the past decade - and the pace of change isn’t slowing down. Is your media strategy keeping up?
The media landscape is more accessible than ever before. It’s also increasingly fragmented. Even clients with in-house marketing teams can feel a little overwhelmed. That’s where the media specialists at tdg come in.
tdg has been around since 1994, and the agency has cultivated longstanding relationships with regional media outlets and national vendors. Stability matters.
Even when an internal marketing team has the skills and experience to plan and place media, they often don’t have time to interact with the media as often as they should. That’s where tdg comes in. The tdg team is among the first to be aware of changes in the regional media landscape, special promotions, and new programming.
Some full-service agencies outsource their media buying to freelancers in far-flung markets. On the other hand, tdg’s experienced internal team can answer questions and change placement schedules at the drop of a hat, without worrying about third-parties in other time zones.
Because of tdg’s diverse client base, the agency has more than just relationships with regional media. tdg also has access to national online advertising platforms and nontraditional vendors, providing anything from cinema ads and store graphics to guerilla street teams and floor graphics. Hand sanitizer billboards in Bed, Bath & Beyond? Window clings in laundromats? Wallboards in nail salons? Branded cups at indie coffee shops? They’re all parts of plans we’ve done for clients.
When a client works with tdg, you’re not managing a handful of media reps, dealing with multiple companies, and getting countless invoices. You have one point person, one company, and one line-itemed invoice detailing what media is running for which products during particular time periods.
Online ads are a critical part of most media buys, but many plans are limited to promoted social media posts and small text-based pay-per-click ads on search engines. tdg works with vendors to access international online display platforms. That means clients can use the same tactics as large Fortune 500s: channel targeting, contextual targeting, advanced demographic profiling, retargeting, and geofencing. But these advanced tactics don’t come with an advanced price: it can be as low as $7 per thousand impressions.
Unlike some agencies, tdg doesn’t charge a fee for our media planning services. Instead, the agency takes a standard commission. Most media outlets offer agencies a commission as standard procedure: because agencies have the know-how, they’re pretty easy customers, and generally take less time to manage. Since the commission pays the fee, clients usually pay the same whether they place on their own or through tdg. In fact, it could cost less: because tdg places a high volume of media for a variety of regional clients, some media outlets offer the agency a tiered discount. The rates tdg receives for certain advertisements may be less than clients could receive on their own.