Starting from Where the Audience Is
Channel selection should start from the target audience's media consumption habits, not the brand's preference. This data shows which channels genuinely deserve priority.
Balancing Reach and Depth
Balancing channels that deliver broad reach with those that deliver deep engagement lets a campaign meet both its visibility and conversion goals.
Keeping the Budget Flexible
Instead of a budget split fixed from day one, a flexible structure that can be reallocated based on performance increases efficiency throughout the campaign.