Challenging Old-School Advertising With Harmelin Media

Advertisers Seek Leadership in a Fragmented Media Market

In an increasingly fragmented media market, advertisers are looking to their agencies for leadership and guidance. Recognizing that advertising today requires a technology backbone, agencies - especially those with strong roots in digital - are turning to Simulmedia for help with premium video. Simulmedia has partnerships with several data-driven agencies who have taken the leap into TV and brought their clients with them.

The Challenges of TV Advertising

TV advertising is more challenging than ever. Sean McCormick, Senior Director of Harmelin Media (one of Simulmedia’s agency partners), emphasizes that it’s worth the effort if approached correctly.

Harmelin Media and Simulmedia Partnership

In a recent episode of Simulmedia Live, Sean joined Matt Collins, Simulmedia’s SVP of Marketing, to discuss how Harmelin executes TV and media for their clients. Harmelin Media, the largest media services firm in Pennsylvania, shares a vision with Simulmedia for the future of advertising, helping brands plan, execute, and measure better TV ads.

Understanding Fragmentation

Both Harmelin and Simulmedia agree that fragmentation is one of the most critical issues for advertisers today. For more information on essential topics for marketers, see the company’s 2019 Trends report.

Sean mentions a noticeable impact of fragmentation on how advertisers define "primetime."

Ad Spend Assurance

With all the changes affecting advertising, clients seek assurances that new strategies will pay off. Sean recalls a client questioning the worth of a recommendation with, "Is the juice worth the squeeze?" He optimizes TV buying against past campaign results to maximize reach, not simply repeating last year’s strategies unless there's no room for improvement.

Innovative Advertising Approaches

Harmelin Media has embraced innovative strategies, largely thanks to the technology and insights provided by Simulmedia. This approach helps them break away from traditional media strategies.

Strategic Importance for Challenger Brands

Strategic ad spend is critical for challenger brands. Despite smaller budgets and lower household awareness, these brands need campaigns that deliver measurable results. Harmelin aligns its work with clients’ business goals. Many challenger brands are now leveraging technology to enhance their TV campaign results.

Importance of Client Communication

Sean emphasizes the importance for clients to understand the rationale behind campaign changes to justify ad spending.

Building Strong Client Foundations

By combining clear communication, progressive thinking, and partnerships with companies like Simulmedia, Harmelin Media is challenging traditional TV advertising notions and achieving better outcomes.