Impressions are the junk food of advertising. They’re cheap, easy, and instantly gratifying—but for brands focused on sustainable growth, relying on impressions alone is a losing strategy. After all, does sheer exposure actually drive real, measurable growth? Not really. In the attention economy, where competition for engagement is fierce, visibility without impact just doesn’t cut it.
A robust media mix strategy is essential for balancing visibility and impact.
The Reach vs. Engagement Conundrum in a Media Mix Strategy
At Moontide, we know CMOs are under immense pressure to balance short and long-term performance. It’s a delicate balance, as short-term CPA is easiest to achieve by sacrificing essential awareness media. According to data from Nielsen, advertising reach is essential but hardly a guarantee of ROI; while broad reach is a foundational component of media planning, it doesn’t guarantee recall, understanding, or action.
The average person sees hundreds of ads per day (not as many as the widely-quoted 5,000+, but still a high number!), with a substantial portion blending into the background. For brands, the implication is clear: while high reach can mean visibility, it doesn’t guarantee action or loyalty.
A well-designed media mix goes beyond impressions. It fosters impactful connection that moves consumers from awareness to consideration and eventually, to conversion and advocacy. Marketing leaders that understand the importance of quality reach can successfully balance long-term brand building with short-term conversion goals.
Redefining Success in the Media Mix Strategy
When we think about “reach,” we start by redefining success. Success isn’t just about filling funnels; it’s about using audience insights to create a dynamic media strategy that fosters engagement at every step. This means taking an audience-centric approach, using data and research to deliver content that resonates deeply rather than just widely.
Here are three key approaches to moving beyond impressions to drive real growth:
- Begin With Holistic Audience Insights: Audience insights should fuel the entire media strategy. At Moontide, we conduct both qualitative and quantitative research to understand not only demographics but also psychographics, behaviors, and motivations. Working with the LA Kings, we explored fan engagement factors to curate touchpoints that capitalize on distinct audience preferences and tendencies.
These insights allow us to create targeted campaigns that resonate with consumers, maximizing engagement and making impressions more meaningful–essentially, forming the foundation of an impactful media mix strategy. We believe understanding the “why” behind consumer actions is as critical as knowing “who” they are. - Align Media KPIs to Business Goals: While engagement metrics are directional (at best) on their own, additional research can identify which metric increases are correlated with business goals. Decades of research, in particular excellent work done by Binet & Field, have proven that a focus on brand-building media is more effective at driving ROAS and profitability.
Media metrics such as dwell time, completion rates, and social shares can be used as a proxy for brand metrics like awareness, familiarity, favorability, consideration. These metrics help measure engagement levels that go beyond superficial impressions, offering a clearer picture of brand affinity and intent. This alignment of media KPIs to brand metrics ensure that “reach” media is still being held accountable for driving business goals. - Optimize Every Stage in the Journey: An optimized media strategy reaches consumers across platforms with tailored content designed for their specific stage in the buyer journey. This “full-funnel” approach is crucial for driving measurable outcomes, from brand awareness through to conversion. Our full-service media capabilities allow us to deliver on this seamlessly. For our partners, this means each touchpoint—from CTV to influencer-driven social campaigns—is optimized not just for reach but for action and impact.
The Power of Integration: Why Engagement Amplifies Results
Moontide’s integrated approach goes beyond deploying tactics in isolation; we align media, creative, and technology to ensure each campaign is part of a cohesive brand narrative. Data supports this: well-integrated cross-channel campaigns—especially in emerging media like social and influencer marketing—significantly improve brand recall and strengthen audience engagement, underscoring the importance of consistent, harmonized messaging across platforms. Integrated strategies also have a better chance of fostering brand loyalty and long-term customer relationships.
In our experience, a well-executed media mix strategy aligns cross-channel efforts, ensuring that each touchpoint reinforces a cohesive brand narrative. Aligning all media channels into a holistic plan amplifies the effects of each individual platform. For instance, using influencer partnerships in tandem with programmatic CTV/Video and targeted social media efforts allowed us to maximize reach while simultaneously increasing engagement for brands in the aesthetic and lifestyle space. When audiences encounter a consistent message tailored to their preferences, they’re not just passive recipients—they become active participants.
Practical Strategies for CMOs to Implement Now
For any CMO or brand leader ready to move beyond reach-based metrics, here are some strategies to consider:
- Prioritize Engagement-Driven Metrics in Reporting: Go beyond impressions and clicks to focus on metrics like dwell time, completion rate, and social engagement. These metrics often correlate more strongly with brand metrics, which increase ROAS in the long-term.
- Adopt a Continuous Optimization Mindset: Continuously evaluate and refine your media mix based on real-time data. At Moontide, we use A/B testing and ongoing performance analysis to adjust campaigns dynamically, ensuring that strategies stay fresh and resonant.
- Build Integrated Campaigns with a Consistent Narrative: As fragmented as media consumption can be, a cohesive story told across channels can strengthen brand identity and improve recall. From connected TV (CTV) ads to personalized email flows, having a unified approach ensures consistency and clarity for the consumer.
The Moontide Difference: From Impressions to Impact
At Moontide, we don’t stop at high-level visibility. Our approach takes the traditional media mix and reshapes it with an alignment of media KPIs to business goals every stage of the funnel. This commitment to crafting highly effective, audience-centered campaigns is why we’re able to drive growth and loyalty for our clients across industries.
As the landscape continues to evolve, reach alone will be increasingly inadequate for brands aiming for sustainable growth. By focusing on engagement metrics and fully optimizing the customer journey, Moontide is here to lead the way in transforming impressions into impactful, lasting relationships.
