Is a media plan without Google and Meta conceivable?

It’s a duo, not a duel

Which media manager today would dare to present a media plan without Google and Meta? Massive audiences, multiple points of contact, infinite testing possibilities and above all an in-depth knowledge of their users… A priori, everything is there. But this evidence does not hide a complex reality: that of attention, which is always more difficult to capture. Yet our dashboards give us the impression of having everything under control.

Yes, Google and Meta capture attention. But ultra fragmented, fleeting, sometimes irritated. What emotional value does this quarter-second view of a banner or these 6 seconds of a pre-roll which I am patiently waiting for the button to arrive skip? Compared to this magnificent cinema commercial that made me dream, this product placement that inspired me or this radio spot that made me smile at 7:30 this morning… what attention has allowed me to create a lasting emotional connection and qualitative with my brand?

Emotion is at the heart of any successful communication strategy. Nothing communicates better than a feeling of belonging, security, a thrill, a laugh or a little tear. No luck: they don’t appear in our dashboards!

Local media bring us geographical and above all cultural proximity. A natural affinity with their audiences. More than presences, they are part of the lives of our customers! A connection that Google and Meta struggle to reproduce. This affinity is an essential condition for obtaining qualitative attention.

By investing in local, offline and online media, we are also strengthening the social and economic fabric of these audiences. They are also healthier environments for our brands, free of hate and misinformation.

It is inconceivable not to include Google and Meta in a media plan. And it is equally inconceivable to neglect local media. Together, they create memorable stories, establish a lasting emotional connection with our audiences, and ensure that real attention is captured. It’s a duo, not a duel.

– Gaetano Palermo – Head of Brand Advertising & Media @Engie