The days of running all your ads on one platform are long gone. Today’s most successful campaigns rely on a tailored media mix that reaches customers across channels—display, social, video, email, CTV, print, and more. But with so many options and shrinking budgets, how do you choose the right mix for your brand?
This guide walks you through a strategic approach to selecting the most effective and efficient media channels for your marketing goals.
Start with your business objective
Before building a media plan, clarify what you want the campaign to achieve. Different goals demand different mixes:
- Brand awareness: Prioritize channels with high reach and strong visual impact like CTV, YouTube, and out-of-home.
- Lead generation: Focus on conversion-friendly channels like paid search, display, and LinkedIn.
- Sales or app downloads: Lean into platforms with performance-based targeting such as Meta Ads, TikTok, or programmatic display.
Reference benchmarks from resources like WARC and Statista to understand channel effectiveness by industry.
Know where your audience spends time
A great ad in the wrong place is still a missed opportunity. Analyze audience behavior across demographics, devices, and platforms. Tools like GWI and Simmons Insights can help you understand media habits by cohort.
For example, Gen Z may be most responsive on TikTok and Snapchat, while older Millennials and Gen Xers may spend more time on YouTube, Instagram, and streaming TV. Align your media mix with where your target audience already engages.
Balance high-performing platforms with emerging channels
Mature platforms like Google Search and Meta are reliable but competitive. Supplement them with emerging formats like retail media, digital out-of-home, and connected TV (CTV). These often offer better CPMs and less ad fatigue.
Consider platforms like Amazon Ads, Roku, or Spotify Ads to diversify your media mix while still supporting measurable performance.
Factor in media costs and operational efficiency
Each channel comes with its own price tag—not just for media, but for creative production, targeting, and measurement. Your ideal mix should account for total cost, not just ad spend.
For resource-conscious teams, look for ways to recover operational expenses using business cashback tools. For instance, if your campaign includes in-person promotions or events, you can earn cashback with a Uber gift card or get rewards with a USPS gift card for shipping materials. Tools like Fluz, Rakuten, and Ibotta help you reduce net spend, freeing up more budget for media buys.
Test and iterate using real data
No media mix is perfect from the start. Use A/B testing and lift studies to compare channel performance. Platforms like Google Ads or Meta offer built-in tools for testing reach, brand recall, and conversion impact.
Create a flexible budget that allows for reallocation once performance data comes in. This helps avoid overspending on underperforming channels.
Integrate reporting for full visibility
A strong media mix requires strong measurement. Build a centralized reporting dashboard using tools like Funnel.io. Track KPIs across channels and calculate blended ROAS, CPA, or CPM to evaluate effectiveness holistically.
Final thought
Choosing the right media mix isn’t about being everywhere—it’s about being in the right places at the right time. With a clear strategy, audience insight, and a disciplined approach to budget and testing, brands can create high-impact campaigns that perform across platforms while minimizing waste.