Frank N. Magid Associates leverages its traditional and new media expertise, understanding of media consumption, experience-based best practices and research capabilities to develop and implement media strategies that effectively reach and engage target audiences. Magid's unique consumer perspective and media expertise acquired from over fifty years of experience allow clients to successfully utilize media platforms and content to influence customer behaviors amidst an increasingly fragmented media landscape. A successful media strategy addresses several questions, including:
- What content on which media platforms resonates most with target audiences?
- What are the unique values of each media platform and how can they be leveraged to engage target markets?
- How should the company position its marketing message on each platform and for different target markets?
- Which media mix enhances the brand and drives engagement and sales?
Leveraging Magid's Mobile Expertise, Unique Perspective, and Capabilities to Identify Opportunities in the Mobile Location-Based Advertising Landscape
A division of a leading US wireless carrier that develops and provides geographic information systems wanted to analyze the location-based advertising space to guide their branding, product development and advertising strategies. Applying its mobile expertise and strategic insights, Frank N. Magid Associates conducted an exhaustive deep dive of the location-based advertising landscape, including an analysis of competitors and best practice models in and outside of the industry. Magid also conducted executive interviews with media buyers, ad agency buyers, and advertisers to identify the needs, attitudes and behaviors towards location-based advertising, and the current and future intent to invest in location-based advertising. Magid’s unique perspective of key audience, advertising and technology trends across media platforms provided a filter to analyze the viability and growth potential of the opportunities. The landscape analysis, primary research and Magid’s recommendations guided the client’s entrance strategy into mobile advertising. The success of the engagement has led the firm to continue to leverage Magid’s media and strategic expertise to inform several other key mobile advertising strategies.