One of the biggest misconceptions I come across in the ad industry is the belief that you have to collaborate with as many media partners as possible in order to reach the greatest audience. This is complete myth and nonsense.
Individually, the largest media owners reach more than three quarters of the UK each week. There are variances and nuances of course, but mass is mass after all. The big boys have also transcended a particular media discipline and become marketing machines in their own right. They deliver content and audience across the full screen-based ecosystems of today’s world, with tools and tech that enable new levels of dialogue between brands and consumers. They’ve invested in, and developed as a consequence, a diversified ecosystem designed to retain and grow audiences to their content. This can then be monetised to greater degrees given the additional benefits that can be derived by advertisers as a result of the deeper viewer / reader / listener engagement.
So why pick many media partners when one will do? Or to put it another way, why pick many when one works best?
By committing to a solus partner across their whole ecosystem, value is generated which drives scale that can best be described as an ‘uncompetitive advantage’. This is not merely about entry price. This is about making an impression rather than just buying an impression.
Sacrificing to one effective media partner drives value beyond price in terms of added value benefits in anything from shared service costs to first mover advantage on bespoke opportunities that are identified and built to a bespoke specification that benefits all.
It then drives further into value exchange. Where clients and media owners can become B2B partners and support each other’s business needs through partnership.
It allows us to concentrate on safe environments and to create commercial models that have clarity on all sides and where all parties, including the media owners, have a clear sight of what success looks like, and a vested interest in delivering it. It’s a completely transparent model that helps you really understand where your money is being invested and if it’s working.
This is just one of the many examples of the benefits of working with fewer media owners. With less partners involved, you can have far more creative freedom which leads to bigger and better ideas. It’s about “deliberate distribution” and we’ve helped our clients transform their media strategies with this approach for the last six years, delivering demonstrable returns to their businesses as a result.
And so there it is. A sacrifice without compromise. Where what may seem disproportional investment through the rose tinted glasses of traditional media dispersal, is actually delivering disproportional returns. With effectiveness as our objective, sacrifice and overcommit is our strategy.
As the late Maya Angelou once said, “You can only become great at the things you are willing to sacrifice for.”
Or, in other words, the less the merrier.
- Simon Orpin is co-founder and CEO of Electric Glue. In a series of columns over the next few months, he will be exploring their core values of sacrificing and overcommitting - and why he believes this strategy can help every business in today’s advertising landscape.