How to Find the Right Paid Media Services for Your Brand

September 5, 2023

Wellness brands, listen up! We know how competitive it is out there in the health and wellness industry. Luckily for you, we have experience with finding the right paid media services to stand out from the rest. When crafting your digital media buying strategy, it’s essential to consider all of your options for ad placement across platforms. This is where true growth and results transpire with your brand! 

You might be wondering what exactly those options are. Your brand advertising plan should be multi-faceted with various touchpoints to reach your target audience. Not all of your potential customers are going to encounter your ads in the same place. Take advantage of cross-channel ad placement through paid media services. Get excited, we’re covering everything you need to know about paid media for your wellness brand!  

What are Paid Media Services?  

Think of paid media services as your secret to success! Paid media refers to brand advertising like:

  • Display ads
  • Sponsored social media posts
  • Paid search results
  • Interactive video ad placement (like those on connected TV (CTV) and over-the-top (OTT) streaming services.) 

Choosing the right channels of paid media means your wellness brand can reach a larger, yet more targeted audience than ever before. This is crucial to growing your brand in an oversaturated market. Show what makes your brand unique and beneficial to your target customers!  

Benefits of Paid Ad Placement  

As a wellness brand, you want to take full advantage of the paid ad placement options available to you. Generate engaging leads and amplify your brand’s reach by incorporating paid media services into your strategy. This is when you can truly leverage your brand and boost your exposure more than ever before. 

Let’s get into some of the benefits of paid ad placement for your wellness brand:  

Brand Awareness and Recognition 

When you have regular ad placement campaigns running, you boost the likelihood of reaching new customers and those who have already purchased. For the new customers, you want to build that brand awareness. With the customers who may have purchased before, seen an ad, or follow you, the goal is to increase brand recognition. The sweet spot is having a higher rate of brand awareness and recognition to stay relevant in your industry.   

Strategic Targeting  

Set your sights on niche audiences that will most likely be interested in your product or service. With paid media services, you’re able to reach much more targeted groups using audience segmentation. Take a look at your buyer personas and ideal customer demographics. Use the tools available to you with paid media ad placement to target those viewers. This facilitates a better user experience by showing ads that are relevant to them and their interests (which ultimately increases the likelihood of a conversion!)  

Less Costly  

If you’re a small to medium wellness brand, you’ll be thrilled to know that paid media services aren’t as out of reach financially as you might think! Buying a traditional ad placement for TV can be extremely costly. When you focus on other forms of paid media, like social media ads or CTV/OTT ads, you’re able to buy ad space for much less! These advertising avenues are less expensive to get your brand’s foot in the door.   

Knowing that paid media builds your brand in more ways than one, the next step is to put an advertising plan into action with digital media buying!  

How to Promote Your Brand with Digital Media Buying 

When you buy an ad placement, it’s not a set-it-and-forget-it type of deal. These campaigns require preparation, monitoring, and evaluation throughout the process. Once you have your strategy down, then you’ll have your method down to a science (the work will pay off in the end, trust us!) 

Start out with these crucial steps to digital media buying success:  

Define Your Business Goals 

What are you looking to achieve with your campaign? Do you want to drive more traffic to your website, sell a particular product, or promote a special service? Whatever it is you want to accomplish, ensure your campaign works toward completing those business goals.   

Conduct Consumer Behavior Analysis 

This is another vital step of your digital media buying strategy! A consumer behavior analysis uses qualitative and quantitative methods to learn more about how consumers interact with your brand. In other words, you want to look at every step the consumer takes in the journey from encountering your ads to either making a purchase or not. This provides valuable insight when creating future ad campaigns.  

Continuously Evaluate the Effectiveness of Campaigns  

How will you know what to change if you don’t know what isn’t working? If an ad placement isn’t doing as well as you hoped, find out why! Look at the data, see what parts of your ad people respond to, and where it falls short. And if the campaign is doing well, see what part makes it successful and continue to implement those tactics for future ads!  

Level Up Your Brand Advertising Strategy 

Choosing the right paid media services for your brand means figuring out what works best for your niche audience. Where are they consuming media? Are they on social media or streaming their favorite TV shows and movies? Ad placement performs better when it’s purposeful and has a solid strategy to get in front of the right audience. 

If you’re ready to skyrocket your brand advertising strategy, let’s go! At Cultivating Media, we specialize in harnessing the power of paid media services to grow your wellness brand. From increasing your return on investment to connecting with your audience in creative ways, we’re here to make it happen! Head to our website to learn more about who we are and how we can transform your wellness brand.

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