Tag: Media

Why We Don’t Have a Favorite Channel — And Why That’s Good for Your Business

Posted on by jguffey@massmediacc.com

Why We Don’t Have a Favorite Channel — And Why That’s Good for Your Business

March 2, 2026

When you hire a media agency, you’re trusting them with your budget. So here’s a question worth asking: Is your agency recommending channels because they’re right for your business — or because they’re profitable for theirs?

At MassMedia, our answer is simple. We don’t have a favorite channel. We never have.

What “Channel Agnostic” Actually Means

Channel agnostic media buying means we have no financial incentive, preferred vendor relationship, or internal bias that pushes us toward any single platform or medium. No quotas to hit on paid social. No sweetheart deals with a programmatic DSP. No pressure to load up on linear TV because it’s easier to buy.

What we do have is a process built entirely around one question: What mix of channels will drive the best results for this specific business, at this specific moment?

That question sounds obvious. But in practice, it’s rarer than you’d think.

The Problem With Agency Channel Bias

Many agencies are structurally incentivized to favor certain channels. This happens in a few common ways:

  • Volume rebates from platforms reward agencies for pushing more spend through specific channels
  • Specialized teams create internal pressure to justify their headcount with client budgets
  • Ease of reporting leads some agencies to favor channels with clean dashboards over channels that actually perform
  • Margin differences mean some media is simply more profitable to buy and manage than others

The result? Clients end up with media plans that look like the agency’s preferred toolkit, not a strategy built around their business goals.

How We Build a Media Mix 

Our media planning process starts with the business, not the channel.

  1. We start with your audience. Before we ever talk about platforms, we map out who your customer is, where they spend their time, and at what stage of the purchase journey they’re most reachable.
  2. We model the full funnel. Awareness, consideration, and conversion all require different media thinking. We plan across the entire funnel rather than defaulting to bottom-of-funnel channels because they’re easier to measure.
  3. We stress-test every channel. We evaluate each option on reach, efficiency, competitive landscape, and how well it complements the rest of the plan. No channel earns a seat at the table just because it’s familiar.
  4. We optimize outcomes, not activity. Our success metrics are yours: revenue, leads, ROAS, brand lift, market share. Not impressions delivered or dollars spent.

What This Looks Like in Practice

A channel-agnostic approach might mean recommending a heavy investment in connected TV for a brand that’s been over-indexed on paid search for years. It might mean pulling back on Meta when the data shows diminishing returns and reallocating to out-of-home in high-priority markets. It might mean the smartest move is a podcast sponsorship, a retail media network, or direct mail — even if those aren’t the sexiest line items on a media plan.

It also means being honest when a channel isn’t working. 

The Business Case for an Unbiased Media Partner

Diversified, audience-first media mixes consistently outperform single-channel or channel-heavy strategies over time. Brands that work with unbiased media partners tend to benefit from:

  • Better budget efficiency — spend goes where it performs, not where it’s easy to place
  • Reduced platform dependency — diversification protects against algorithm changes and rising CPMs
  • Smarter long-term strategy — channel decisions are tied to business stage, seasonality, and competitive dynamics

When your agency’s incentives are aligned with your outcomes, you get better media. It’s that simple.

Our Commitment to Transparency

Channel agnosticism only means something when it’s backed by transparency. That’s why we give clients full visibility into how their media dollars are allocated, what each channel is delivering, and how we’re making optimization decisions. 

If you’ve ever felt like your media plan was shaped more by your agency’s preferences than your brand’s needs, it might be time for a second opinion.

Ready to see what an unbiased media strategy looks like for your business? Let’s talk.

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Keith Lee’s Masterclass in Bringing Back the Focus to Giving (And What Brands Can Learn From It)

Posted on by Ryan

Keith Lee’s Masterclass in Bringing Back the Focus to Giving (And What Brands Can Learn From It)

November 17, 2025

Keith Lee, a food critic and creator known for highlighting small businesses, is no stranger to showing up for his community. But his latest viral video serves as a great reminder to brands about the importance of focusing on what matters most: their own impact within their communities.

When brands hear the word “influencer,” several things often come to mind: their niche, audience size, past brand partnerships, and the level of influence they can bring to a potential campaign.

While all of that information does matter, sometimes in the excitement of potential partnerships, what can get missed is the size of impact by showing up. 

His latest act for his community began with a simple video. He shared his family’s personal experience, explaining how he and his wife relied on SNAP benefits and gift cards to purchase groceries when they were in a different situation. 

He called out a growing trend and flipped it on its head. Instead of making a video asking brands to send PR packages, he asked for brands to commit to helping feed families this holiday season—not through a new creator collaboration or a money-driven partnership, but through actual action and real resources.


Keith’s approach brought attention back to the real needs of families and the real purpose of community-led influence. Watch his call to brands here. 

The video went viral, reaching over 8 million views on TikTok and generating 2.7 million engagements, with brands volunteering in droves to support. He noted that more than 100 brands had committed to helping in this follow up video. 

 

What Brands Can Learn from Keith Lee’s Call to Action:

Keith’s video isn’t just another feel-good story, but a reminder and example of how brands can follow to lean into their own impact through social. 

Show Up for Your Communities (In and Outside of Collaborations):

Brands that consistently appear, even when there’s no campaign or creator ties, build credibility and trust––even showing your brand in action in everyday moments.

Listen to What Your Communities Are Asking For: 

Social is an ongoing feedback loop for your communities – often telling you directly where and how they can have an impact. 

Take the time to listen – whether through social listening tools or evaluating top content related to your brand.

Connect Through Your Personal Experience, Not Just Promotion: 

Find a way to show up through an authentic connection, leveraging your brand values, team experiences, and the needs of your own communities.

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Brand Storytelling That Actually Connects: Humanizing Brands Through Community Moments

Posted on by Ryan

Brand Storytelling That Actually Connects: Humanizing Brands Through Community Moments

October 27, 2025

At MassMedia, we’ve learned that brand storytelling isn’t a script: it’s a relationship. The stories that stick aren’t the ones only delivered in a perfect 30-second spot. They’re the ones your neighbors retell because they lived them: the Saturday when car-seat technicians lined the elementary school parking lot to help parents, the week a local bank quietly funded a “first jobs” night for teens, or the afternoon a library hosted a low-sensory “connection hour” so families could catch their breath. Those small, human moments are where reputations are built and loyalties are formed. 

When we work with brands, we push them to commit to communities in which they do business. Not only does this allow brands to generate positive media and social coverage, it allows brands to deepen relationships with their communities and play the long game of winning over customers and building a pipeline for future ones.

Why community-centric storytelling works

Trust is local, and it’s earned in the open. Consumers oftentimes believe what they can see and touch, not just what they’re told. It’s the difference between a purpose statement and a purpose you can hold in your hands: a helmet that actually fits, a grocery box that arrives when the pantry’s running low, a scholarship award letter on a kitchen table, a teen who leaves a workshop with a real job lead. 

Small moments, when real, travel farther than big promises. A candid photo of a school nurse crouched beside a minivan, teaching a dad how to secure a car seat, says more about a brand’s values than any “We Care” manifesto ever could. It’s the kind of scene neighbors share without being asked. When that happens, you’re no longer buying attention, you’re being invited into the feed, the group chat, and the parent email thread. That’s a very different kind of reach.

Community also creates continuity. Isolated moments become reliable rhythms: quarterly safety clinics, seasonal park cleanups, back-to-school supply drives, annual “first jobs” workshops  or hiring events in partnership with local employers. That cadence powers PR with a steady drumbeat of meaningful stories and gives communities something to count on. Over time, your brand shifts from occasional benefactor to familiar friend.

Most brands already have messages. What they need are memories, shared experiences that make those messages feel true. That requires a different operating system, one that elevates proximity, humility, and consistency over polish.

Building a culture that sustains the work

Programs like these don’t thrive on intent alone; they require internal alignment. The organizations that succeed tend to do a few things well. They empower local teams to act without waiting for an exhaustive approvals chain. They create simple playbooks, lightweight guardrails rather than rigid scripts, so anyone from HR to field ops knows how to raise a hand and mobilize support. They budget for service the way they budget for media and events, understanding that the return shows up in trust, talent attraction, and long-term loyalty.

They also select partners with care. The best collaborators, schools, libraries, youth sports leagues, neighborhood associations, are already hubs of trust. Rather than reinventing the wheel, brands show up to strengthen what’s working. Over time, these relationships become relational capital. When a crisis hits or a need spikes, you’re not a stranger trying to help, you’re a known quantity, already in the room.

Measurement in this model is both quantitative and deeply human. Yes, track the numbers. But also ask, “What changed because we were there?” Did parents leave more confident? Did teens feel seen? Did a community resource gain new momentum? Those answers don’t fit neatly into a dashboard, but they do shape how people talk about you when you’re not in the room—which is the essence of brand.

Looking ahead

Community-centric storytelling isn’t about turning service into spectacle. It’s about letting service become your story, quietly, consistently, credibly. It recognizes that trust accrues the way compound interest does: slowly at first, then all at once. And it accepts that the most valuable brand impressions will never appear in your ad manager. They happen when a parent says to another parent, “They helped us,” or when a teacher tells a reporter, “We couldn’t have done this without them.”

If you’re building a brand and you want to not only make a difference but drive community good will (and generate some positive coverage for it), in Las Vegas or any city, town or metro, start here. Find one small, real need. Show up with humility. Do it again. Over time, those moments become a reputation, and the reputation becomes your best story.

MassMedia is a Las Vegas-based public relations and integrated marketing agency. If you’re ready to evolve your brand story from messaging to memory-making, we’d love to help you design community moments that matter.

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Top Marketing Trends To Watch In 2025: Insights From An Integrated Strategist

Posted on by shashankasrirama

Top Marketing Trends To Watch In 2025: Insights From An Integrated Strategist

November 27, 2024

The marketing world is evolving rapidly, with 2025 poised to introduce new challenges and opportunities. From advanced AI applications to privacy-driven strategies, the key to success will be adaptability and innovation. Below, we explore the top marketing trends to watch and how your brand can leverage them to stay ahead.

1. AI-Powered Personalization

Artificial intelligence (AI) is transforming how brands engage with their audiences, enabling hyper-personalized experiences at an unprecedented scale. Searches for “AI marketing tools” have skyrocketed by 967% over the past two years, highlighting the growing demand for AI-driven solutions to enhance marketing efforts. From predictive analytics to dynamic content creation, brands are increasingly turning to AI to optimize campaigns and deliver tailored customer interactions.

By 2025, AI is expected to be an indispensable tool across industries. It will refine predictive analytics, enabling businesses to anticipate customer needs with greater accuracy. AI can also provide real-time optimization, allowing brands to adjust ad targeting dynamically based on audience behavior. For example, an AI-powered recommendation engine can analyze purchasing habits to suggest highly relevant products or use customer data to craft individualized content that resonates more effectively.

This shift toward AI-driven marketing is setting a new standard for engagement and efficiency, empowering businesses to not only understand their customers better but to act on those insights instantly. The result? Campaigns that are not just smarter but also more impactful.

2. Immersive and Interactive Technologies

Augmented reality (AR) and virtual reality (VR) are no longer confined to entertainment—they are transforming industries ranging from retail to business services. By 2025, these tools will play a critical role in creating immersive experiences that bridge the gap between the digital and physical worlds.

For consumer services, AR allows customers to “try before they buy.” For example, home improvement brands like Home Depot enable users to visualize paint colors on their walls using AR apps. Similarly, beauty brands such as Sephora offer virtual try-on tools for makeup, allowing customers to experiment with products from the comfort of their homes. These applications reduce friction in the purchase journey, building confidence and increasing conversions​.

In B2B industries, VR is proving valuable for virtual training and product demonstrations. Manufacturing companies use VR to showcase large-scale equipment to potential buyers without needing on-site visits. Another example is in architecture and construction, where firms leverage VR to provide virtual walkthroughs of building designs, enhancing collaboration with clients and stakeholders​.

By integrating AR and VR, businesses can offer practical, interactive experiences that engage customers, streamline decision-making, and ultimately drive growth.

3. Zero-Party Data and Privacy-First Marketing

The era of third-party cookies is coming to a close, and with it, brands must rethink how they gather and utilize customer data. Zero-party data—information that customers willingly share—will take center stage. Tools like surveys, quizzes, and loyalty programs will enable businesses to collect this data while building trust and transparency with their audiences​.

This shift is about more than just compliance; it’s an opportunity to create deeper, more meaningful connections. By respecting privacy and offering value in exchange for data, brands can position themselves as trustworthy and customer-centric. In 2025, robust data strategies will be critical for long-term success.

4. Short-Form Video Content

Short-form video remains one of the most powerful tools for capturing attention with 89% of consumers confirming they want to see more videos from brands. Platforms like TikTok, Instagram Reels, and YouTube Shorts have driven the popularity of snackable, engaging content that resonates with audiences across demographics.

As attention spans shrink, the ability to tell compelling stories in under a minute becomes essential. Brands that lean into this format—using humor, authenticity, and trend-based content—will see higher engagement and brand awareness. Short-form video will be especially vital for connecting with Gen Z, who prefer dynamic and visually engaging content​.

5. Omnichannel Integration

Consumers today expect seamless experiences across all touchpoints, whether online, in-store, or through social media. A cohesive omnichannel strategy ensures that interactions feel unified and personalized, regardless of where or how customers engage.

Data integration is key to making this work. For example, a customer browsing online might receive a personalized email offer encouraging them to visit a physical store, where their preferences are already known. Brands that embrace omnichannel marketing will not only improve conversions but also enhance customer satisfaction and loyalty​.

6. Advanced Analytics for Real-Time Insights

As consumer behaviors grow increasingly complex, advanced analytics will be indispensable for understanding and optimizing the customer journey. By 2025, AI-driven tools will enable marketers to analyze performance across multiple channels and make adjustments in real time.

For example, predictive analytics can help identify which products a customer is likely to buy next or suggest the optimal time to launch a campaign. This level of insight allows brands to stay agile and maintain a competitive edge in a rapidly changing market​.

Conclusion

The trends shaping 2025 demonstrate the growing importance of innovation, personalization, and trust in marketing. From leveraging AI and immersive technologies to mastering omnichannel strategies, businesses that embrace these changes will set themselves apart in a competitive landscape.

Don’t wait to prepare for these shifts—start building your strategy now. For expert guidance in navigating these trends and creating a tailored marketing plan, contact us today.  Let’s work together to position your brand for success in 2025 and beyond!

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Rethinking Advertising Strategies: Breaking Down Silos for a Unified Video Approach

Posted on by shashankasrirama

Rethinking Advertising Strategies: Breaking Down Silos for a Unified Video Approach

November 20, 2024

What has been the norm in the advertising world?

Pearl Zhu once noted that a silo mentality causes organizations to lose their collaborative edge, as they become over-managed and under-led. This insight is particularly relevant to the modern advertising landscape; the more barriers we create, the fewer opportunities we have to innovate. This is especially true for TV, CTV/OTT, and streaming video. Many agencies have structured their media teams into separate groups, with linear TV teams on one side and streaming and CTV/OTT teams under the digital buying team.

The core idea behind this structure is that each team can focus on their specific channel, concentrating solely on negotiations, media buys, and optimizations. While this approach makes sense in theory, it was designed for a media landscape not dominated by platforms like Netflix, Hulu, Paramount+, Disney+, or YouTube. Today, streaming platforms are consumed more frequently than broadcast or cable TV.

How does this approach miss the mark?

As a result, advertising teams that operate in silos by channel miss out on valuable cross-channel strategizing opportunities. This not only narrows their perspective but also fosters internal competition for budget allocation, rather than investing in strategies that optimize viewer engagement based on their content consumption habits. Media teams should aim for an effective and efficient approach through a unified video strategy, allowing them to target unique viewers consistently based on what they watch and when they watch it.

Where is MassMedia different?

At MassMedia, we’ve adopted a structure where budgets are allocated into a comprehensive video bucket that includes Linear TV, CTV/OTT, streaming, place-based digital video screens, paid social, and more. Essentially, any media format that supports full-motion video creative is considered part of our video strategy and budget. This approach enables us to engage in cross-disciplinary discussions to develop a unified strategy. By incorporating all media placements, assessing their impact, and understanding their drawbacks, we create unique programs that effectively and efficiently reach our target audience throughout their daily content consumption.

We can implement performance-based optimizations by considering a range of reporting factors, both modern (contextual performance reporting) and traditional (linear TV impression ratings). This approach enables us to allocate budgets to the highest-performing channels effectively, making every dollar spent work harder in driving ROI. Similarly, we are applying this approach to audio through terrestrial radio, streaming audio, and podcasts.

In an un-silo’d  world, what are the trends to pay attention to?

As we move into 2025, video advertising continues to evolve at a rapid pace, driven by changes in consumer behavior, technological advancements, and platform innovation:

  • Short-Form Video Reigns Supreme: Short-form videos have taken the digital world by storm, thanks to platforms like TikTok, Instagram Reels, and YouTube Shorts. These bite-sized, highly engaging clips are designed to cater to the fast-paced habits of modern audiences. With just a few seconds to make an impact, brands are focusing on creativity and relevance. Short-form videos offer a unique chance to grab attention, build brand awareness, and encourage quick interactions. For marketers, this format is a must-have in today’s content strategy.
  • The Rise of User-Generated Content (UGC): Authenticity is no longer optional—it’s essential. User-generated content (UGC) is becoming a cornerstone of successful video ad campaigns. By leveraging real content created by consumers, brands can foster trust and create a sense of community. Beyond its ability to connect with audiences, UGC is also a cost-effective solution for producing relatable and engaging ads. When audiences see themselves reflected in your brand, they’re more likely to engage and convert.
  • Interactive and Shoppable Videos: Interactive videos are changing how audiences engage with content. Whether it’s clickable hotspots, polls, or quizzes, these formats encourage active participation rather than passive viewing. Shoppable videos take engagement a step further, allowing viewers to make purchases directly within the video. This seamless shopping experience shortens the path from discovery to checkout, driving conversions and redefining the online shopping journey.
  • Personalized Video Ads: With advancements in data analytics and artificial intelligence, personalization has reached new heights. Brands can now deliver video ads tailored to individual preferences, behaviors, and demographics. The result? A more meaningful connection with viewers, higher engagement rates, and improved conversion outcomes. Personalization ensures that your audience sees content that feels relevant and timely, building loyalty and trust.
  • Live Streaming and Real-Time Interaction: Live streaming has emerged as a powerful tool for fostering real-time engagement. Platforms like Instagram Live, Facebook Live, and Twitch enable brands to connect with their audience in an authentic, interactive way. Whether it’s hosting live Q&A sessions, product launches, or behind-the-scenes events, live streaming creates a sense of immediacy and transparency. For brands, it’s a chance to build stronger relationships and humanize their messaging.
  • AI and Automation in Video Creation: Artificial intelligence is transforming the video creation process, enabling brands to produce high-quality content faster and more efficiently. From automated editing to dynamic video personalization, AI tools are empowering marketers to scale their efforts without sacrificing quality. By reducing production costs and streamlining workflows, AI allows marketers to focus more on storytelling and strategy—delivering videos that truly resonate.
  • Cross-Channel Video Strategies: As video platforms continue to multiply, a unified approach is essential. Cross-channel video strategies ensure that your brand’s message remains consistent across platforms like linear TV, connected TV (CTV), OTT, and social media. By integrating campaigns across multiple channels, brands can maximize their reach and deliver a cohesive experience that drives engagement and builds familiarity.
  • Sustainability and Social Responsibility: Consumers are paying closer attention to brands’ values and actions. Video ads that highlight sustainability and social responsibility resonate with socially conscious audiences and demonstrate a commitment to making a positive impact. Whether it’s showcasing eco-friendly practices or supporting community initiatives, purpose-driven marketing helps brands stand out in a crowded market while fostering long-term loyalty.
  • Enhanced Measurement and Analytics: The ability to measure video ad performance has never been more precise. Today’s analytics tools allow marketers to track metrics like engagement rates, view-through rates, and conversions with unparalleled accuracy. This data-driven approach enables continuous optimization, ensuring that campaigns deliver maximum ROI while providing actionable insights for future efforts.

 

Conclusion

The advertising world has long relied on siloed strategies, dividing media teams by channels such as linear TV and digital platforms. While this approach once suited a simpler media landscape, it now limits innovation and fails to address the interconnected way consumers engage with content across platforms. Today, viewers seamlessly shift between streaming platforms like Netflix, YouTube, and Hulu, rendering traditional structures ineffective in capturing cross-channel opportunities. MassMedia has redefined the norm by integrating a unified video strategy that consolidates budgets for all video formats—linear TV, CTV/OTT, streaming, and more. This approach fosters collaboration, optimizes performance through comprehensive data analysis, and ensures that every dollar spent maximizes ROI. By focusing on content consumption habits and leveraging both traditional and modern metrics, MassMedia offers a flexible and impactful model for reaching audiences effectively.

Looking ahead to 2025, the advertising landscape is defined by emerging trends that prioritize engagement, personalization, and innovation. Short-form videos, user-generated content, interactive formats, and personalized ads dominate, driven by evolving consumer preferences and technological advancements. Live streaming, AI-driven content creation, and cross-channel strategies are becoming essential for brands to stay competitive. Furthermore, socially responsible messaging and enhanced analytics are setting new benchmarks for impactful advertising.

In this rapidly evolving environment, success hinges on breaking down silos, embracing holistic strategies, and staying ahead of technological and cultural shifts to deliver meaningful, engaging, and measurable campaigns. MassMedia is here to help as your brand seeks ways to create impactful campaigns.

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The Resurgence of Out of Home Advertising

Posted on by shashankasrirama

The Resurgence of Out of Home Advertising

June 6, 2024

As the year progresses, and more and more cities and states begin lifting restrictions, we will undoubtedly see more and more people eager to take advantage of these new lenient measures and get out of the house to start experiencing life as it once was.

The lockdown forced us to alter and adapt our behavior. For over a year, people have been mostly confined within the walls of their homes, staring at screens for both work and downtime. From video meetings to FaceTime and television to online workouts, it’s how we have been conducting business, communicating with family and friends, and keeping busy. The quick and swift change to our daily lives sent some mediums skyrocketing at an unforeseen pace while others saw the biggest decline they have ever experienced.

A rapid pace of change among the media landscape has always been a driving force that encourages creative thinking, new applications, testing and a constant state of learning. And for digital, its exponential growth was only amplified by the pandemic, with major behavioral and economic shifts continuously happening every day.
But if media and the rise of digital has taught us anything, it has been to be nimble, have a learning agenda and be a student of the consumer — and we’re putting those principles to work now more than ever.

From One Extreme…

We are now reaching a point of “screen overload” among people universally. According to Media Brew reporting, streaming services are already seeing significant drops in subscriber growth saying, “Now that people are dusting off their hard pants and Hinge profiles, streaming numbers are expected to slip.” Recent data tells us that consumers are experiencing unprecedented levels of screen fatigue, with 75% saying, “I spend so much time looking at a computer, mobile device and TV screen, that I often tune out digital ads.”

Feeling the effects of cabin fever, compounded by screen overload, has led consumers more anxious than ever to escape the confines of their homes. Even before the loosened restrictions, we saw a drastic increase in consumers living their lives outdoors — dining outside, taking fitness classes outside, and engaging in more walking and biking than ever before.

Going outdoors has served as a much-needed respite from staring at a screen all day. It has provided a renewed appreciation and heightened awareness for surroundings outside of the home. As of January 2021, 55% of consumers in large cities reported noticing out-of-home advertising more than they did before the pandemic. The numbers were even higher in the fall of 2020.

The consistent data points to this being the “right moment” for outdoors as the optimal medium to reach consumers, bolstering its already-high value proposition. As the year continues and we see more and more businesses reopening and capacity limits increasing, we can expect a surge in traffic (vehicular and foot traffic). Overly excited to make up for lost times, consumers are sure to be flooding the streets in droves, which translates to an upswing in impressions for OOH advertising.

Don’t Call It A Comeback

MediaPost.com reports, today, OOH advertising is more powerful than ever — taking center stage with key audiences during this time of revitalization. But OOH ads have always been one of the purest forms of communication that can transform businesses and impact society. A poster, whether on a billboard or a kiosk or on public transit, is a creative canvas that calls for distillation as well as memorable copy and design. With a broad reach, it has the power to create visual drama and results in maximum meaning using minimum means, making it one of the most effective forms of advertising. Interested in kicking off your Out of Home campaign or learning more about how we can help market your business? Contact us today!

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