The multimedia approach: reaching target audiences throughout the day

Jun 07, 2023

Brands looking to reach their audiences often invest much in style and messaging while forgetting the importance of timing. “Different groups consume media differently, making media decisions and data about media consumers important,” says Tiina Virtanen, Head of Sales Enablement at Sanoma.

Timing is often everything when it comes to advertising, especially when trying to reach particular audiences. Reaching audiences at different times is easier with knowledge about specific media, as they are consumed in varying ways.

Generational marketing stresses the importance of age groups in the formation of media habits. Think, for example, TikTok and print media – they naturally require unique touches but also peak at different hours.

What are some keys to reaching audiences at different touchpoints throughout the day?

Make media decisions based on audiences

We live in a shattered media landscape, where we consume more than one media daily. Therefore, your chances of reaching target audiences is much higher when messages are dispersed across different media. 

“Television and radio is usually an excellent combo, as they complement each other and provide advertisers with a good starting point for reaching people throughout the day,” says Tiina Virtanen, Head of Sales Enablement at Sanoma.

Reaching people at different times of the day requires its own touch. At Sanoma, it often starts with audience segmentation – finding out where and how specific groups consume media. Once the audiences most crucial for your specific brand have been mapped out at a highly specific level, you can use important data to find out the times and channels and for most likely reaching these groups.


We consume more than one media daily

we consume more that one media daily

Consider the unique traits of each media

Once you’ve decided on the media, designing messaging and other details with the media-specific characteristics in mind. Lose the generic approach to ensure the best possible reach for your advertising efforts.

Consider how the different media are consumed. Long spot TV ads, for example, don’t work in instream video advertising. Content and tone also matter in different media during different times. Mornings may be well-suited for more relaxed messaging and styles, whereas the daytime and evenings may require a different tone. Again, make it diverse: don’t just settle for reaching the early birds if you want large coverage.

"Content and tone matter in different media during different times."

Remember timing, too. Radio is the media that kicks off the day early on, whereas peaks for television and magazine consumption are often later. Even within different media, such as radio, the nitty-gritty counts: Which radio channel will work best? 

Be consistent

Even with the characteristics of each media in mind, be consistent. When you build campaigns with recognizable, unique messaging distributed at different times and across touchpoints, you have the best chance of standing out and reaching the masses.

With a data-driven partner like Sanoma, brands can get valuable information on what certain audiences want to see and hear on different media, down to the specifics. International brands don’t need to know the Finnish market before getting started, except that it is different from the other Nordic countries. Sanoma also provides access to its extensive channels.

“Sanoma helps brands tailor their messaging so that it gets maximum exposure, in just the right groups. We are the only media house that can provide access to media consumers from morning to night,” Virtanen concludes.

Considering media advertising in Finland? We’d love to help.

Get in touch >>

Video demonstrates Sanoma's media reach people throughout the day.

   Further Reading

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