Positioning Media as a “Distinctive Brand Asset”: Next-Generation Media Planning
The summer lull is always a great excuse to evaluate the rest of the year and refresh strategies. One of the most important topics to consider during this period is undoubtedly the idea that marketers need to treat media as a distinctive brand asset.
Traditionally, colors, logos, and jingles are used consistently to create strong associations in the minds of the target audience. Have you ever considered that the same strategy might also apply to media buys?
Discover the Media’s “Body Language”
This visionary idea was first articulated by Jack Bellamy, Head of Media Strategy and Creative Partnerships at VCCP, under the concept of “distinctive assets.” In an interview with MediaCat, Bellamy summarized this approach as follows:
“This language typically belongs to creative agencies. However, it’s an approach that media agencies can also adopt… We have a massive opportunity ahead of us to help our clients craft a distinctive media strategy that expands their brand universe and gives them a whole new advantage over their competitors.”
Those who view ad placements as an integral part of brand identity are not alone. Jen Jones and Sally Weavers, founders of Craft Media London, have also long advocated for the philosophy of creating a “body language” for brands. Now is the perfect time for marketers and media agencies to reconnect with this dimension of media planning and take the approach a step further.
The Changing Dynamics of the Digital World and the Open Web
The dynamics of the open web are rapidly evolving. Although search engine giants claim otherwise, it is a clear fact that searches leading to clicks on third-party sites are declining, while the number of users who are content with AI-generated summaries is increasing. This situation is depriving online publishers of organic and intent-driven traffic.
In response, publishers are:
Focusing on their most loyal audiences rather than chasing search traffic alone,
Developing their own unique brand voices and perspectives.
Similarly, digital platforms are seeking ways to generate more revenue from their core user base due to the challenges of achieving absolute growth in a maturing market.
Diversifying Platforms and Evolving Media Agencies
The most likely outcome of this transformation is that platforms and publishers will become far less homogeneous, giving rise to more distinctive media environments. For those seeking to most powerfully reflect their brand’s identity and the values of their target audience, this is an unmissable opportunity.
On the other hand, a large portion of media agencies’ traditional business processes is rapidly becoming data-driven thanks to automation and artificial intelligence. For agencies to maintain their profit margins and move up the value chain, it is essential that they incorporate in-depth brand-building expertise into the services they offer.
Conclusion: Discovering the Power of Media Context
Today, research on how media context influences consumer attitudes is often limited to broad and superficial categories such as “premium.” If the industry focuses more on how media placements can be optimized as a distinctive brand asset, the marketing world has much to learn and gain.
At Fovimarlo, keep following our blog to strengthen your brand’s voice in the digital world and stand out from your competitors through strategic media planning and original content strategies!