Student demand for continuous access to their mobile devices has helped to drive media viewership and listenership to an all-time high. With the National Center for Education projecting undergraduate enrollment to increase to 19.8 million by 2025, institutions are reevaluating their media spend to capture the attention of as many prospective students as possible. Below is a look at the changing advertising landscape and a sneak preview of this weekend's panel session that will help your institution thrive in the increasingly competitive arena of higher learning.
Identifying the key challenges facing the advertising sector
"Ultimately your campaigns must deliver the highest quality prospective students across all media channels. An online user might fill out a submission lead form, but that doesn't guarantee or translate to an on-campus visit, meeting with an academic advisor or filling out an application."
- Katana Media
In spite of today's skyrocketing absorption of media, the advertising sector still struggles to identify the ideal allocation of media. In the past, allocating media spend was simple because there were only three ways for institutions to advertise to the public: print, television, and radio. However, today's institutions must diversify their media spending while tracking audience ratings for TV and radio ads. Additionally, they must develop a strategy that addresses the most common challenges facing advertising personnel:
1) Choosing which type of media will reach the greatest percentage of prospects
When deciding which media channels to use to reach prospective students, it is important to consider the habits and preferences of students. Here a few pertinent keys to consider when allocating media spend for higher learning institutions:
- Mobile-friendly: Advertisements that are easy to view or hear using mobile devices is critical when targeting students. This trend is so pronounced that 94% of students want to use their cell phones in class
- Useful: Institutions need to remember the audience they are trying to reach. Choosing content that would be interesting and informative to students is often quite different than the information that institutions want students to know.
- Short and sweet: Limiting media ads to 15 seconds or fewer will help increase viewership among students. According to a study by Defy, 80% of students are willing to watch a 15-second ad while only 53% of students are willing to watch a one-minute ad.
2) Determining optimal times to reach prospects
"A staggering 84% of those surveyed said they want to fast-forward through ads they watch and more than half want to skip ads at least half the time they watch TV, according to a new survey published by cable-equipment maker Arris."
- Nathalie Tadena, Wall Street Journal
Choosing when to run ads is just as important as deciding what type of media to use. For instance, identifying seasonal trends and daily viewing patterns can help institutions know when to run ads.
3) Eliminating waste
"It's vital to run your ads in the right environment - generally where your customers expect to see information on what you sell. This principle holds true for all media, including television and radio...In other words, you wouldn't advertise a product for men during shows predominantly watched by women or vice versa."
- Kim T. Gordon, Author and Media Spokesperson
Media pricing typically reflects the number of listeners, viewers, or readers. Choosing the media that are most likely to reach prospective students is essential to ensuring that you do not spend money on advertisements that will never be viewed or heard.
Uncovering solutions to optimize media spending
In order to help institutions overcome the challenges above, the professionals with ENGINE are hosting a panel session. The session is entitled Media Advertising in The Millennia Age: Bulls Eye Planning & Real-time measurement of TV, Radio, and Digital Media Advertising and will feature accomplished media executives and will take place the weekend of June 2nd. Below is a look at some of the exciting things that we will cover in this weekend's panel session:
1) Share best practices for planning media spend on television and radio
Deciding how to allocate advertising dollars is vital to the success of institutions, regardless of size. Our panel of leading media executives will kick off the panel discussion by sharing best practices for media spending. In particular, they will demonstrate how to use internal institution systems to facilitate data-driven media decisions.
2) Discuss the impact of new TV and radio rating software
Radio and television remain among the most widely used types of advertising. Effectively planning your media spending requires you to know when and where to advertise your organization to get the biggest bang for your buck. In a nutshell, you need to be able to predict how many people you will reach through your advertisements.
We will review the latest TV and radio rating software that allows you to track ratings related to your advertisements. More importantly, we will show you how you can use these ratings to make educated decisions about your advertising spending moving forward.
3) Uncover the benefits of digital delivery for institutions of all sizes
No two institutions are exactly alike in terms of their size and composition. Our panel will highlight the specific benefits of digital delivery for the following types of learning institutions:
- Large public institutions
- Small private colleges
- Online colleges
- Vocational and tech schools
4) Reveal the single best way to maximize your institution's efficiency
We will introduce ENGINE's groundbreaking platform that will empower any institution to measure its media performance. We will explain how ENGINE measures media performance in real time to ensure that higher education executives always have the latest media data at their fingertips. Finally, we will review how ENGINE's proprietary technology is enabling universities, technical schools, and research colleges to increase student enrollment and maximize efficiency.
The Bottom Line
Media advertising in the Millennia Age plays a critical role for growth-focused institutions. We invite you to join us for this weekend's panel discussion to learn more about the many ways that ENGINE can help you track your media performance and revolutionize your institution's efficiency. You will hear from leading media executives who will give you a glimpse of how real-time ad measurement will transform tomorrow's advertising landscape. We encourage you to contact us with any questions about the panel discussion or our services. We look forward to helping you transform your institution!