Study Reveals Strategies For A Healthy Media Plan

The same principles for healthy eating apply to creating a strategic media plan, according to the latest posting on the Westwood One blog.

Don’t overindulge in one medium. Strive for a balanced plan of traditional and digital media. Those are conclusions from Bob McCurdy, founder of Uppingthevolume, and Pierre Bouvard, Chief Insights Officer of Cumulus/Westwood One, in a new post titled: “5 Strategies for a Healthy Media Plan.”

The blog cites new research from the Advertising Research Foundation’s “How Advertising Works,” study, which recommends traditional media represent 71% to 78% of the optimal plan.

McCurdy and Bouvard conclude:

1. Don’t overindulge. Over-investing in one medium causes diminishing returns. The ARF study shows the diminishing ROI impact of spending too much in digital.

2. Strive for a balanced media plan. The ARF study recommends 20-30% digital, 70-80% traditional, depending on the age you are targeting.

3. Take smaller portions, putting a little bit of your budget across media. ARF found that advertising across multiple platforms delivers higher incremental sales.