Karolina Lapinaite is Head of Media at global marketing agency Precis. Working with big global brands from many sectors, she’s all about putting together the on and offline media campaigns that drive BIG results.
Dive in:
[06:30] Targeted Advertising Strategy Insights
[08:22] "Ad Strategy: Broad vs. Targeted"
[11:00] Campaign Strategies: Social vs. Traditional
[15:28] Strategic Media Planning for Brands
[18:54] Out-of-Home Advertising Strategy
[20:26] Flexible Creative Timing
[25:02] Evolving Ad Strategies and Analytics
[27:43] Attention Economy and Brand Focus
[29:45] Insider Tips from Karolina!
Strategy Comes First — Always
Karolina stressed that media buying should start with a clear strategy, not a channel decision. Don’t just say, “Let’s run some TV ads.” First, know your audience and define your goals. Then figure out what data you have and how to use it. Only after that do you choose the best media to reach your audience. This keeps your campaigns focused and cost-effective.
TV and Billboards Aren’t Just for Big Brands
Gone are the days when out-of-home and TV were only for companies with huge budgets. Thanks to digital platforms, it’s easy and affordable to book specific locations, times, and screens. Smaller brands can run highly targeted campaigns in just one city or even around a single store. This approach saves money while still building brand awareness. You can test on a small scale before committing to a big spend.
Test, Measure, and Learn
Measurement isn’t perfect, but it’s better than ever. Use surveys and brand lift studies to see if awareness is growing. Combine that with data models to track trends and spot what’s working. Karolina also encouraged geo-testing — run ads in one location and compare it to a control area. This approach helps you make smarter decisions and improve campaigns over time.
Takeaways:
Find the notes here: https://keepopt.com/276