Media Buying Case Study: The Ohio Department of Health

Posted on Sep 8, 2015 |


Overview :

Media Buying Case Study: The Ohio Department of Health

Singleton & Partners is currently the media buying agency for the Ohio Department of Health (ODH), representing over 100 important community programs that reach a wide array of audiences with varying messages. S&P used the following media buying strategies and tactics to meet the needs of ODH:

 

  • Implemented strategic media planning and consulting
  • Placed advertisements throughout the state of Ohio on broadcast television, cable television, radio, print, billboard, digital, social media, transit and nontraditional media
  • Provided video production and creative services
  • Leveraged paid media for added value

Challenge
In order to promote important health messages and initiatives to all Ohioans, the Ohio Department of Health contracted Singleton & Partners to place a variety of media throughout Ohio. In addition, the Ohio Department of Health was looking for new, innovative ways to deliver messages.

Solution
Singleton & Partners strategically chose a diversified media mix to reach the broadest span of the target audience, connecting with them at different touch points in their lives. Singleton & Partners’ expert media buyers considered the specific psychographic variables, such as attitudes, values, fears and lifestyles of the target audience, and incorporated advertising mediums that would increase campaign reach and direct response. Singleton & Partners also recommended new digital and social mediums to ODH including interactive display ads, geotargeted mobile ads, digital radio, pre-roll video, etc.

Outcome
The Ohio Department of Health’s advertisements have been placed in various mediums around the state in order to penetrate the vast marketplace and reach each campaign’s unique target. These mediums include: broadcast television, cable television, radio, print, billboard, digital, social media, transit and nontraditional media. On average, ODH targeted an audience that had the following characteristics: low-income, rural and minority with a slight skew toward women.

Strategic Services

Market research

Consumer research

Consumer segmentation

Creative Services

Advertising creative direction