The Ward Group is a highly experienced TV buying agency with expertise spanning four decades. They emphasize the unique advantages of TV advertising, including its ability to combine visual and audio elements and create a sense of authority and trust. They recommend using a mix of 15 and 30-second ad slots to maximize reach and frequency, creating different versions of video ads for a compelling narrative, and establishing brand name early with a strong call to action. Strategic tactics like roadblocks and disruptive ad placements are also highlighted. They advocate for blending traditional and streaming TV buys for cost-effectiveness and targeting appointment viewing opportunities. Skilled negotiation and staying updated with industry changes are crucial for successful TV campaigns. The Ward Group offers their expert knowledge to help clients navigate the complexities of TV advertising.

Traditional media, such as TV, radio, print, and out-of-home, primarily focus on generating long-term brand awareness rather than immediate sales. However, there are instances where these channels can be used to drive specific actions. Technological advancements have improved the ability to track the success of traditional media campaigns on short-term business performance, but it's important to consider the overall impact on long-term brand awareness. Some tracking methods for traditional media include unique codes, call tracking, pixels for streaming TV and audio, and UTM tracking for website traffic measurement. These methods offer varying levels of trackability and can provide valuable insights. Ultimately, the main purpose of traditional media is to disseminate the brand message to a wide audience for long-term brand health. Contact The Ward Group for expert assistance in developing a customized strategy for traditional media and tracking options.

The Anatomy of a Programmatic Display Campaign 

Programmatic display ads offer effective targeting options, but a well-structured campaign setup is crucial. Targeting involves creating accurate and impactful audiences, considering data limitations and fees. Quality inventory selection is vital to avoid low-quality sites and utilize private marketplace deals for premium placements. Tracking options include brand lift and store traffic studies for valuable insights. Crafting a well-designed programmatic campaign is essential to maximize ad spend. The Ward Group can optimize your campaigns, ensuring efficient digital advertising. Contact us for more information.

We are thrilled to announce that The Ward Group has successfully completed another remarkable year in business, celebrating an impressive 38 years of operation! 

We take great pride in our journey thus far and credit our success to the unwavering support of our incredible clients, partners, and team members. Since our establishment in 1985, we have made significant progress and eagerly anticipate continued growth and accomplishments in the years to come. 

At The Ward Group, our primary focus remains on delivering exceptional media planning and buying services to our clients. Our goal is to enable them to effectively connect with their target audiences and achieve their business objectives. We have consistently embraced innovation and adapted to the ever-changing media landscape, positioning ourselves as an agency that esteemed brands aspire to collaborate with, and exceptional individuals aspire to join.