How well can ad and media agencies actually deliver on promised results?

The client’s brief was quite detailed and that helped our team put together a strategic media campaign presentation.

The presentation flowed smoothly until we hit the budget slide. That's when the sales manager, who had been quiet until then, interjected with a pointed question: "How much can you guarantee in sales if we run this campaign?"

We hesitated.

“Is it possible to guarantee a 75% increase in footfalls at our stores?,” he pressed.

We explained that it was impossible to guarantee specific outcomes, as consumer behavior is influenced by numerous unpredictable factors. We reminded him that our role as an agency isn’t to promise a quick win but to lay a solid foundation for the brand to succeed in the long term.

Like training for a marathon rather than a sprint, the campaign would boost brand visibility, expand the audience and enhance brand recall. However, consumer actions are shaped by many factors beyond our control.

The conversation shifted quickly as the sales manager requested a revised plan with reduced costs and increased reach. This request sent us back to the drawing board, as we now had to rethink how to balance reach, cost and expected results.

The media landscape is more fragmented than ever, with traditional media vehicles facing increasing competition from digital platforms. While many new-age media planners may disagree, I believe traditional media still plays a critical role in an integrated media mix.

Print, radio and outdoor advertising (OOH) remain relevant, especially considering that the core readership of print media, though smaller, tends to be highly engaged and potential audience for select product categories.

It's true that traditional media has its limitations—high costs, diminishing reach, and declining efficacy in some cases. However, the value it provides in reinforcing brand identity and credibility cannot be overlooked.

On the flip side, digital and social media offer significant advantages, including lower cost per impression and the ability to target specific audiences with precision. The real skill lies in striking the right balance between both media types, and that's where the experience of the planner becomes crucial.

In my view, both traditional and digital media should work in tandem, each complementing the other to maximize the campaign’s potential. The foundation of a successful integrated strategy lies in understanding the target audience.

For instance, a campaign focused on Gen Z or Millennials will miss the mark if it relies too heavily on traditional media, while a campaign targeting an older demographic would be ineffective if limited to social media.

While social media campaigns are often more cost-effective than traditional media, the broader reach offered by traditional channels justifies the higher cost. Additionally, geographical coverage plays a crucial role in determining which media to prioritize. A comprehensive media mix can ensure that the brand reaches its intended audience in the most efficient and impactful way possible.

One key advantage of digital and social media is the ability to measure campaign performance in real-time. This allows planners to adjust and optimize the campaign on the fly, ensuring greater relevance and effectiveness.

The two-way communication facilitated by social media also enables brands to engage directly with their audience, gather valuable insights, and refine the messaging as needed—something traditional media can’t offer.

The debate about cost-versus-reach dilemma continues to challenge marketers. I believe the key to success lies in leveraging the unique strengths of each medium. An integrated media strategy, where traditional and digital media work together to reinforce one another, is the best way to navigate this complex landscape and deliver the desired outcomes for the brand.

By understanding the audience and carefully balancing the reach and cost of each media type, marketers can craft campaigns that are both effective and efficient, leading to long-term success.