Media Planning & Buying

The Media team at Gragg can effectively plan, negotiate, buy, and optimize advertising space and time across a multitude of various platforms to reach the target audience and achieve marketing goals. Our buyers have the following skills and qualities:

• Analytical ability: analyze data from various sources, such as market research, audience insights, campaign performance, and media trends then use this data to make informed decisions and optimize media buying strategies.
• Negotiation skills: We go head-to-head with media vendors and publishers to get the best rates, placements, and terms for our clients. We believe in leveraging market knowledge and develop vendor relationships to secure the most effective and efficient media deals.
• Communication skills: It is vital to communicate clearly and persuasively with our clients, colleagues, and media partners. In addition, we will present media plans and proposals, explain rationale and recommendations, and report on results and outcomes.
• Business knowledge: At Gragg we stress alignment of media buying strategies with the client’s budget, timeline, and expectations. This includes being aware of the competitive landscape and industry best practices.
• Empathy: We breakdown the target audience to understand their needs, preferences, behaviors, and motivation to select the most relevant and engaging media platforms, channels, formats, and messages for the audience.

Digital Streaming TV: OTT/CTV

Gragg can showcase advertiser commercials across the web on various sites and through online publishers using a variety of formats to connect with audiences online. Non-skippable ads can be geo-served using filters such as age/gender/zip etc. to laser focus your message and minimize waste.

Digital Radio

Today, traditional radio remains popular for listeners and advertisers alike however with the rise of internet-based radio, this audio-only method of advertising is exponentially growing across all audiences, young and old alike. Non-skippable ads are served within a variety of music genres as well as in podcasts. These can be filtered by geo/gender/age and interests.

Out of Home

When utilized properly out-of-home advertising is beneficial and less costly than TV or radio and can make a great impression on consumers. Billboards, transit ads, wallscapes, vehicle wraps, and other outdoor ads can be customized, considering the location of the advertisements and target audience in a particular region. These ads offer wide coverage, advertising to various groups of people for one price. For these reasons, out-of-home advertising can be a good choice for your brand. When choosing to use out-of-home advertising, you along with your Gragg team will figure out how to create a personalized experience to reach your audience.

Direct Mail

Direct mail is a marketing strategy that involves sending a physical letter, package, mailer, brochure, postcard, etc. to your prospects and/or current customers. It’s used in both B2C and B2B selling, although more commonly with consumers. Physical mail has less competition that email and gives an advertiser the chance to be creative. Whether you plan to send postcards, gifts, or a detailed letter, mail is a chance to create something personal for your audience and stand out.

Print

Newspapers reach millions of people every day and are one of the most trusted mediums, with 82 percent of customers trusting it when making a purchase decision, according to Marketing Sherpa. Newspaper ads can be very targeted, as they are often delivered to certain geographic areas, and specific sections of the paper can speak to certain audiences. For example, newspapers are a great way to reach older demographics that may be less receptive to digital advertisements. Newspaper audiences also tend to be educated and/or higher earners. Additionally, magazine audiences are highly targeted, allowing marketers to focus on relevant consumers without wasting budget. Audiences are generally more interested in your advertising and expect it. There is also the added benefit that magazines may have a strong brand associated with them, which can add credibility to your ad.

Text Marketing Services

Text blast marketing is a strategy of sending text message to a large number of customers at once. It is a form of opt-in marketing, which means that customers must subscribe to receive the messages. Text blasts are beneficial when used for:

• Mass communication: sending important updates, announcements, promotions, or reminders to many recipients simultaneously.
• Marketing campaigns: promoting new products, sales, discounts, or special events to the target audience directly and quickly.
• Customer engagement: sending personalized messages, exclusive offers, or surveys to gather feedback and improve customer satisfaction.
• Appointment reminders: sending text blasts to remind customers of upcoming appointments, reservations, or service deadlines, reducing no-shows and improving overall scheduling efficiency.
• Order updates: sending text blasts to notify customers about order confirmations, shipping updates, delivery status, or any issues related to their purchases.
• Event invitations: sending text blasts to invite customers, partners, or employees to attend corporate events, conferences, webinars, or workshops, ensuring broad reach and maximizing event attendance.

Advantages include:

• High open and response rates: text messages have an average open rate of 98%, compared to 20% for emails. Text messages also have a higher response rate than emails, phone calls, or social media.
• Cost-effectiveness: text messages are relatively cheap to send and receive, compared to other marketing channels.
• Convenience and accessibility: text messages are easy to send and receive on any mobile device, regardless of the internet connection or the type of phone. Text messages are also more likely to get read and evoke a response than other forms of communication.