Marketing Truth #4: Maximize reach to achieve the greatest impact

Summary

In this fourth episode of WARC’s Marketing Truths series, Ann Marie Kerwin, Americas Editor, and Ilana Wiles, Ally Financial's director of strategic media planning, discuss how to plan an effective media campaign that accounts for crucial brand-building work and necessary activation.
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Reaching as broad a group of category buyers as possible is an important objective in media planning, as growth tends to come from a large mass of light or infrequent buyers.
The multiple touchpoints and ways to experience a brand offered by digital media has blurred the line between what works for brand and what works for activation.
Ally Financial saw that audiences with heavier exposure to brand advertising, rather than performance messaging, had a higher lift in favorability and were 6x more likely to open an account with Ally.

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Timestamps

00:58 – Intro
01:49 – Guest intro
03:30 – How to build reach into media planning
05:40 – Expand reach to newer consideration set
06:34 – Use gaming to reach Gen
09:38 – Ally's media mix
12:20 – Planning campaigns around brand building
13:56 – Balancing the number of media channels
17:36 – Sports sponsorship
23:15 – Maximizing reach with multicultural marketing
26:45 – Break the silo between creative and media teams
28:49 – Planning for campaigns that appear on TV screens these days
30:30 – Impact of high emotion on a high-attention platform
32:30 – Measuring branded content and entertainment programs
36:21 – Advice for marketers who want to make sure that they have a very effective media strategy

Where to listen

Timestamps

Further reading