Executive Summary

Our 2025 strategy leverages the proven synergy between awareness media and search activation. Research shows this integrated approach delivers significantly higher business results than either channel alone. This multi-channel approach is a key driver for success. 2025 is an extension and improvement combining Brand/CTA, Branded and Non-Branded Search, Targeted Geographic and/or Demographic groups, and Social Proof.

An omnichannel marketing approach is essential in 2025 because customers interact with brands across many platforms. They expect a smooth and consistent experience no matter where they engage.

In 2025, the evolving consumer landscape underscores the significance of an omnichannel marketing approach. As noted by Vogue Business, “We have used the word omnichannel for many years, but it’s never felt so important as right now for the future of shopping,” highlighting the necessity for brands to deliver seamless and integrated experiences across all platforms to meet consumer expectations.

This ensures a seamless, personalized journey that boosts satisfaction, loyalty, and revenue.

Strategic Foundation

The Power of Integration

Research proves traditional media and search work together:

-       TV advertising drives 20-30% increase in branded search

-       Radio campaigns lift search volume by 17%

-       Combined campaigns show 89% higher conversion rates

Media Strategy (60/40 Split – may be slightly different market by market)

Relational w/CTA (60%)

Linear Television/OTT Specific (Peacock and Amazon focused)

-       Premium programming placement

-       Local market integration

-       Emotional storytelling

Broadcast

-       Host Influencer

-       Seasonal integration

-       Community connection

Visual

-       Premium home publications

-       Local CTA magazines

Activation w/ CTA (40%)

Branded Search

Category Search

Local Search

The Power of Combined Media Channels

Executive Summary:

Research Insights on Media Synergy

1.    Traditional media drives search behavior

2.    Search converts awareness into action

3.    Combined approaches maximize ROI

4.    Local market presence amplifies results

Google's Cross-Channel Research

-       When TV advertising runs, branded search volume increases 20-30%¹

-       Radio campaigns drive a 17% increase in online brand searches²

-       Combined TV and search campaigns show 89% higher conversion rates³

ThinkBox Media Research Findings

TV advertising creates immediate search responses:

-       78% of searches happen within 2 minutes of TV ad exposure

-       54% higher conversion rate when search follows TV exposure

-       Brand searches increase by an average of 33% during TV campaigns⁴

Broadcast Effectiveness Lab

Radio + Digital combinations show:

-       29% higher brand recall

-       23% increase in search activity

-       2.1x higher ROI when combined vs. digital only⁵

IPA Cross-Media Analysis

Campaigns using TV + Radio + Digital show:

-       54% higher profit returns

-       37% higher market share growth

-       23% lower cost per acquisition⁶

Critical Relationships

1. Awareness Drives Search

Traditional Media Impact:

-       TV: +20-30% search lift

-       Radio: +17% search volume

-       Print: +14% search activity

2. Search Validates Traditional

Conversion Impact:

-       89% higher with combined approach

-       54% better closing rates

-       23% lower acquisition costs

3. Budget Efficiency

ROI Improvements:

-       2.1x higher with radio + digital

-       1.9x higher with TV + digital

-       1.7x higher with integrated approach

 Appendix

¹ Google/Thinkbox TV & Search Research (2023)

² Google/RAB Audio Impact Study (2023)

³ Google Marketing Platform Analysis (2024)

⁴ ThinkBox Media Effectiveness Study (2023)

⁵ Radio Advertising Bureau Effectiveness Report (2023)

⁶ IPA Databank Analysis, Les Binet & Peter Field (2022)Research Support

The strategy is built on extensive research from:

-       Google/ThinkBox TV & Search Studies

-       Radio Advertising Bureau Analysis

-       IPA Databank (650 cases)

-       Nielsen Media Research

-       System1 Group Analysis