Case Study
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.
Identifying Content and Distribution Opportunities to Increase Customer Engagement and Product Sales
In an effort to more deeply engage its customers, reach new audiences and grow its brand presence, a Fortune 50 consumer products company partnered with Frank N. Magid Associates to develop a media strategy across brands and platforms to increase customer engagement. Magid conducted a large scale analysis of the related content, distribution and competitive landscape, and identified best practices to identify content and distribution opportunities for the company. Based on this analysis, Magid and the client identified content opportunities and tested these opportunities with target markets. The engagement resulted in an executable, validated media strategy roadmap that aligned with consumer, industry, and competitive opportunities and that positioned the client as a leader in the content area to drive engagement and, ultimately, product sales.
Applying Magid's Television Station Expertise and a Market, Station, and Audience Analysis to Improve Station Products and Revenues
Leveraging Frank N. Magid Associates’ 50+ years of expertise in the local media space, a local television station partnered with Magid to understand how to differentiate and enhance its products to take advantage of product strengths and the vulnerabilities of its key competitors. Magid implemented an intense consulting process including a market analysis of ratings and competitor content across platforms, and an in-depth station analysis of product strengths, weaknesses, and vulnerabilities. The comprehensive external and internal analysis was complemented by primary research to assess market audience ideals, identify brand attributes and opportunities, and identify potential breakout strategies to move the audience measurement needle. Based on the analyses and research findings, and through a lens of its local station expertise, Magid provided recommendations to improve current products and develop new products that took advantage of market opportunities, station strengths, and viewer needs. Magid provided consulting support and progress assessment to drive change, and continues to make consultation visits to the station to ensure tangible progress and ROI.
A Mobile Television Service Leverages Magid's Generational Insights to Develop a Successful Marketing Strategy and Product Launch
A mobile television network provider was preparing for its “personal TV” launch and wanted to better understand the various reactions of Baby Boomers, Gen Xers, and Millennials. Using its proprietary generational research, Frank N. Magid Associates helped the client create marketing, launch, and channel positioning strategies based on each generations’ preferred mobile platform, use patterns, and price sensitivity. As a result of this consultation, the client adapted its programming and pricing approach in advance of a successful launch.Understanding the Media Consumption of Sports Fans to Optimize the Reach and Resonance of a Media Campaign
To inform a new media and communications strategy, a major league baseball team wanted to better understand the various segments of its fan base and how those segments preferred to consume the baseball team’s content within both traditional and new media. To develop this strategy, Frank N. Magid Associates undertook a substantial project to determine the appropriate fan segments, how to leverage traditional and new media within those segments, and how the baseball team could provide additional value on a segment-by-segment basis. As a result of this research, Magid helped the team to profile various segments of its fan base and position the team’s brand for future success.