Traditional Media

Traditional Media 2017-04-26T12:14:40+00:00

Traditional or offline media is how DCW got its start. TV, Radio, Print and Outdoor advertising is what DCW Media has planned, bought and sold and specialized in for almost half a century.

Television

DCW MEDIA advises clients about opportunities in broadcast, cable, on-demand programming, and subscription video services. We can make recommendations to adjust for the time-shifting and location-agnostic nature of today’s viewing audiences and find opportunities for your business to stand apart from the white noise.

The plans we execute filter television viewers according to a host of criteria. This approach lets us reach a sizeable audience matched to your objectives.

DCW MEDIA has almost a half century of expertise in television advertising. Our tv media department researches and identifies how, when, and which content your audience consumes, recommending:

  • The length and combination of commercial spots.
  • The markets and timing for advertising.
  • The networks and programs that fit your audience.
  • The frequency, reach, and target rating points (TRP) requirements.

Out-of-Home

DCW Media has extensive experience in outdoor media buying, from billboards and wallscapes to transit and kiosks to theaters and airlines. Clients find value in outdoor because it offers:

  • A lower cost per impression than other mass media.
  • Targeted geographic reach.
  • A constant broadcast of your message.
  • High-impact, low-competition advertising.

Today, new technology offers rapid changes to billboard and sign creative, providing real-time messaging, and helps you promote events more effectively. DCW Media can manage outdoor media buying for traditional and digital formats. We can also combine outdoor with other digital forms, such as mobile advertising, allowing your audience to interact in a new way with familiar ad formats.

Today, new technology offers rapid changes to billboard and sign creative, providing real-time messaging, and helps you promote events more effectively. DCW Media can manage outdoor media buying for traditional and digital formats. We can also combine outdoor with other digital forms, such as mobile advertising, allowing your audience to interact in a new way with familiar ad formats.

Out-of-Home planning and buying services include:

  • Demographic analysis of OOH usage
  • Demographic analysis of OOH site locations
  • Billboards
  • Digital ad networks
  • “Spectaculars”
  • Airport displays
  • Mall displays
  • Transit (e.g. bus and commuter rail)
  • Street furniture
  • Mobile billboards
  • Out-of-home response tracking

Radio

Our media planners often employ different types and lengths of spots throughout a campaign for maximum effect. DCW uses its radio media buying experience, relationships, and effective negotiation to earn your business low rates while ensuring excellent coverage.

Radio offers both a massive audience and a complex, changing pricing system. Clients rely on DCW Media because we help them access the former and navigate the latter. Based on your objectives and the audience we identify through media strategy and research:

  • Determine formats and top stations to target in each market.
  • Explore native advertising in news, traffic, and weather reports (live-read or recorded).
  • Recommend spot lengths for promotional, branding, and informational messages.
  • Establish target rating point (TRP) ranges for different types of spots.
  • Determine formats and top stations to target in each market.
  • Explore native advertising in news, traffic, and weather reports (live-read or recorded).
  • Recommend spot lengths for promotional, branding, and informational messages.
  • Establish target rating point (TRP) ranges for different types of spots.

Print

DCW Media understands the advantages of print media buying and helps you evaluate, negotiate, and execute these promotions. We connect you to your audience through magazines, newspapers, preprints, milestone publications, and other products. As part of the media buying process, we negotiate for effective pricing based on our years of experience in print. Even without a formal digital media campaign, our team can often earn added value impressions through online and app versions of content.

DCW evaluates opportunities in print media buying through extensive media research based on your goals.  We consider:

  • The publications that effectively engage niche audiences.
  • The print products that influence geographic regions and specific cities.
  • Which print issues will help with timely needs, such as your upcoming sale or event.
  • How print media supports other promotional efforts.

Print planning and buying services offered:

  • Newspaper advertising
  • Magazine advertising
  • Demographic or B2B print usage analysis
  • Database analysis of more than 125,000 print media outlets, circulation/traffic, audience composition, and formats
  • FSI
  • Remnant print
  • International, national, regional, and hyper-local print
  • Performance measurement and optimization

Guerilla Marketing

Through research and analysis of our client’s customer base, we pinpoint the causes their customers are passionate about and develop an innovative marketing strategy that resonates with audiences long after they are exposed to the message.

DCW Media has utilized imaginative and original ideas through guerilla marketing tactics such as coffee carts, street teams, temporary street art, road shows, public events and more to generate buzz and excitement for our clients’ brands or marketing events.