Retail, consumers and media - a changing field of tension
Budgets are shrinking, consumers are becoming more price-sensitive and the media landscape is becoming more complex. Digital and analogue media are increasingly meshing in parallel: brochures are optimised across channels, offers are displayed locally, based on interests or even depending on the weather. Anyone who sees hot chestnuts and mulled wine on a cold November day experiences advertising with meaning. Consistency across all channels is crucial - from social media posts to brochures.
When reach alone is no longer enough
Reach alone is a thing of the past. Today, impact is key. Data-based and geo-optimised offer communication is increasingly replacing the classic media plan. Because no two locations are the same. A city shop in the middle of the city centre appeals to a different audience than the only shop within a radius of ten kilometres.
These differences require individual strategies. If you treat all stores the same, you lose potential. The key lies in understanding local specialities and aligning offer communication accordingly.
Hyperlocal offer communication with OnPoinD
With OnPoinD, MEDIA CENTRAL has developed a solution that addresses precisely this issue.
We optimise existing media channels and use synergies where it makes sense. This creates a customised media mix for each branch. The approach goes far beyond the traditional separation of print and digital. It takes into account the advertising pressure of the channels in relation to each other and recommends precise combinations - from display ads and moving images to DOOH or digital brochures. An optimally defined advertising area forms the foundation.
Up to fifteen data sources flow into the analysis and are condensed into a holistic concept using our own calculations. The result is an offer communication that creates synergies between the different genres and takes messages to where they are most relevant.
And with a measurable effect: we use tools such as bon-uplift analyses, footfall measurements and store visit evaluations.
Relevance is decisive
Successful offer communication today requires more than just reach. It needs cross-media links, data-based decisions and a precise approach in the relevant environment. Only those who understand where and how their target groups are really reached can have an impact.
With OnPoinD, we offer a hybrid approach that intelligently links all genres. Hyperlocal, customised and impact-oriented - so that your messages are not only seen, but experienced.