The media world is more complex than ever. It has become a world of multi-channel customer engagement, where the market has spawned ever increasing numbers of outlets, making it harder than ever to build large audiences.
But this era of technologically fuelled media fragmentation has not led to an end of mass behaviour, rather a redefinition of it. There are still big audiences out there, it’s just that there are fewer things that everybody does and more things that some people do.
In this digitally enabled world, the problem doesn’t so much lie in how we ‘reach’ people, but in accepting the fact that these new technologies are potentially more powerful for the advertising outcome.
As technology impacts on the advertising market, a variety of new TV ad formats are emerging. Whilst there is demand to use these, it’s often as an afterthought and often after the main TV campaign has been planned.
We believe that, individually, each of these TV formats can deliver benefits to a campaign – and by using groups of these formats in a more considered, cohesive way, backed by the power of broadcast advertising, campaigns can deliver significant increases in impact and effectiveness.
However, to do this effectively will require a new planning and creative approach. Our Solar Planning project is our attempt to identify and then codify this new approach.
We are a collection of media people whose job it is to interpret and take advantage of this changing landscape. We are the bridge between our viewers and clients' customers.
Our various backgrounds (including client, comms agency, media agency and various media owners), enable us to scrutinise marketing briefs from different view points. Consequently, we produce engaging solutions that really embrace the new era of television, delivering real benefit to our clients' businesses.