Why Does Media Execution Matter, Anyway?
Accomplishing marketplace recognition stems from brands leveraging consumers’ steadfast reliance on media. That’s where media execution comes into place, writes
Kiersten Toye, marketing writer at Digital Remedy.
Accomplishing marketplace recognition stems from brands leveraging consumers’ steadfast reliance on media. As of 2019, the average U.S. adult spends 12 hours and 9 minutes consuming media daily. Every piece of media presented to the public eye inspires the consumer mindset, making the treatment of media campaigns of dire importance. In most cases, it’s easy to brainstorm the creative aspects of branded media. However, most brands forget to ensure their media weaves a sequential story that informs and attracts clientele. That’s where media execution comes into play.
What’s Media Execution?
Media execution relates to the enactment of any media plan, from its distribution to its performance. While a media plan pertains to the “what” of a media campaign (visuals, messaging, etc.), the execution ensures the campaign actually happens.
Why is Media Execution Needed?
Creating a plan is only as valuable as its ability to be put into motion. Businesses always have multiple objectives to manage, from sales to marketing to, of course, advertising. That’s where ad ops comes in. Ad ops teams play the role of Atlas, holding up the world of operations. Not only are they in charge of understanding which plans are ideal for business success, but they also must identify the best ways to put those plans into motion.
However, even the strongest teams can flounder when projects outnumber the ad ops team’s bandwidth. Overzealous multitasking is an easy way to lose sight of preconceived plans. Setting up a media execution strategy, including the time of execution and which team will be in charge, prevents businesses from squandering the chance to use an optimal media opportunity.
What Are the Benefits of Effective Media Execution?
Those willing to invest proper time and patience into media execution can expect heightened success with desired KPIs and benchmarks. As an example, efficient execution strategies counter low viewability by enabling media campaigns to be shown within spaces most engaged by top-tier viewers. Outlining and utilizing any placements predetermined as ideal inventory raises the probability of campaign reach and impact among key consumers. Delegating a successful media launch leads to more brand exposure, causing brand awareness and recall to strengthen within the marketplace.
Proper media execution also correlates to brand safety measures. Ensuring media is delivered across verified inventory and publishing sources protects brands from potential ad fraud and exposure to unreliable, bot-based audiences. Taking additional precautions in order to adhere to any FTC regulations during a media launch prevents campaigns and their brands from being fined, flagged, or blacklisted in retaliation for unlawful negligence or advertisement misuse. Benefits are even gained post-execution. Analyzing campaign performance data pinpoints which decisions were successes as well as which decisions need improvements before future usage.
What Prevents Businesses From Doing Media Execution?
Though the benefits of media execution are becoming more recognizable, 23% of worldwide businesses consider worsening strategy execution as a leading business operation challenge. In other words, global businesses believe the lack or misuse of media execution strategies are becoming typical business bad habits. Every business, whether it is a startup or a Series C organization, has its own unique set of obstacles based on the capacities of their workplace. However, one omnipresent problem among businesses is the inability to designate enough management solely toward execution purposes. Most businesses distinguish the creation, sale, and distribution of their products and services as a top priority. The need to hire specialists in those fields overshadows the need to hire specialists well-versed in all things media strategy, execution, and trafficking. As a result, businesses failing to partner with a qualified source of media expertise are forced to cope with the tools they have, often leading to execution malpractices.
Is There a Solution?
Absolutely! Winning this battle doesn’t require an extensive overhaul of in-house production. The solution lies in collaborating with a trusted source whose media execution, management, and performance expertise can pivot every benchmark goal. Now approaching our 20th year, Digital Remedy is a media execution company with a proprietary workflow platform and experts in all major advertising technologies with a DSP and channel-agnostic approach. Translation: we’ve put in the years of experimentation, research, success, and failure so that you don’t have to. Our full-service ad-tech platform AdReady is designed to move campaigns from the initial RFP and planning stages, through to IO management and trafficking, and finally onto insights, reporting, and renewal.
Best of all, clients receive 24/7/365 support and more time in their day to focus on making more deals, developing relationships, and generally living a better life.
