What is Media Strategy in Advertising?
Media strategy in advertising has always needed to fit multiple pieces together, but years ago, there were far fewer channel choices available to planners in South Africa.
There were limited numbers of TV and radio stations, and people generally read a handful of magazines and newspapers. The introduction of the internet meant the proliferation of media channels available to advertisers.
The number of traditional media channels also exploded. Where there were once only one TV station, today we have hundreds of options including online streaming channels. Faced with so many media channels and opportunities, you begin with your media strategy which is a plan that will ensure your marketing message reaches your target audience.