Step 1: Scout the lay of the land.
Before venturing out, assess the emerging channel, including its strengths and limitations. Ask yourself the following questions:
• Who is the audience?
• What’s the penetration?
• What mood or behaviour does it create?
• What’s the use case for it?
Try to understand why audiences are using this channel from a content consumption point of view. For example, people choose connected TV because they want to cut the cable. And they’re interacting with voice speakers to listen on their own schedule.
Step 2: Study the habits and lifestyles of the audience.
Next, view the new channel’s audience penetration through the lens of your core audience — looking beyond demographics and media usage. And research your target audience’s habits and preferences with the channel.
Consider the type of consumer you want to reach, too. Are you going after opportunists looking for deals? Category connoisseurs such as wine or car enthusiasts? Brand loyalists? Know exactly who you’re trying to attract and make sure the channel is a good fit for them.
There must be enough intersection points to warrant adding the channel. While Pandora or Spotify might be considered appealing to some advertisers, if they’re not reaching your core audience or if your message would be out of place, you should look elsewhere.
By doing your homework, you can find where you have the most overlap between your audience and a new channel’s audience — and that’s where you’ll find the most success.
Step 3: Ensure the path leads to your business goals.
Once you understand the channel’s audience and reach, determine if it supports your business objectives. Thomas explains that you have to assess each channel independently for its ability to help you to achieve your goals. “For example, if you’re looking at digital audio, you have to understand what the channel does and what value it adds. If your goal is to reach more people or drive conversions, there has to be an opportunity there,” she says.
Consider the Adidas Neo campaign. The goal was to build a larger brand loyalist following among younger, trendsetting audiences. They ran an interactive video campaign on Snapchat, inviting viewers to design their next Neo collection. The choice was perfect. Snapchat is a popular messaging platform among teens, with filters, tools and augmented reality lenses for manipulating their videos and photos — which Adidas tapped into.