Navigating the Evolving Media Landscape: Maximizing Reach with Integrated Strategies

The way audiences consume media is evolving—and so are the opportunities to reach them. Television and radio remain powerful, proven channels for building brand awareness and driving action. But in today’s multi-screen world, digital touchpoints like streaming, social media, and mobile are rapidly expanding the way consumers engage with brands.

The winners in this new environment aren’t abandoning traditional media—they’re combining it with digital strategies to create an integrated plan that delivers reach, frequency, and precision targeting.

Digital’s Growing Share of the Pie

In 2024 digital represented 3 quarters of total U.S. ad spend—about $302.77 billion compared to $86.72 billion for traditional channels (emarketer.com). Globally, digital accounts for 72.7% of all ad investment (datareportal.com).

This growth doesn’t diminish TV or radio’s value—it simply changes their role. Traditional media can still deliver mass reach, while digital offers precision targeting and real-time optimization. Together, they can drive higher ROI than either channel alone.

Where Digital Excels

• Connected TV (CTV) & OTT: Growing by 29.3%, driven by ad-supported streaming now reaching 73.6% of TV viewers (tvtechnology.com).
  
  
• Paid Social: Always-on audience engagement and brand storytelling.
  
  
• Digital Audio: Keeps your brand top-of-mind during commutes, workouts, and daily routines.
  
  

These formats work best when complementing your traditional media buys, ensuring your audience sees your message across screens and devices.

Automation That Works for You

Programmatic advertising now represents 85% of U.S. digital media purchases (blasto.ai). It enables precise audience targeting across devices and channels—digital and traditional alike—using real-time data to adjust bidding, placements, and creative for maximum efficiency.

At The Moran Group, we leverage programmatic technology while maintaining hands-on optimization to ensure every dollar is working as hard as possible.

Data-Driven Decisions—Across All Media

Whether it’s Nielsen ratings for a TV campaign or engagement  rates for a CTV ad, data informs every decision. By combining traditional media metrics with digital analytics, we can see the full impact of your campaigns and adjust mid-flight to drive stronger results.

Turning Fragmentation Into Opportunity

With audiences scattered across streaming, broadcast, radio, social, and mobile, you need a plan that brings it all together. The Moran Group builds integrated campaigns that match each channel’s strengths while delivering one unified brand message.

This approach ensures your audience sees—and remembers—your brand whether they’re watching prime-time TV, listening to morning radio, scrolling Instagram, or streaming a podcast.

Adapt Today. Lead Tomorrow.

The future belongs to brands that embrace a multi-channel approach, leveraging both traditional and digital media to connect with their audience wherever they are.

At The Moran Group, we’ve been doing exactly that for more than 40 years—helping brands lead in times of change with strategies that blend reach, targeting, and measurable results.

If you’re ready to create a plan that works in today’s media landscape, we’ll show you exactly how to integrate traditional strength with digital precision.