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Description

Forschung

Finding new approaches for new media usage

Media research is more important now than ever. It has become standard that people use numerous gadgets simultaneously, they read their newspaper on the cell phone, interact in various groups in real time and shop, all without leaving the house. We are constantly studying these forms of use, in order to convert these new behavioral patterns into a head start for the communication of your brand.
Since many of the older, more traditional methods simply don’t work in this new era, we use our own tools in the planning processes. For example, the Media 1 median, which vividly describes the use of media in your target group, or the Media 1 maxim, which makes the crucial insight the guide to media planning.

 

Brand Magnetism©

How the right media channel can make a brand even more attractive

Every brand has the potential to be attractive, hence, magnetic. It is the objective of communication to create a higher level of attractiveness for the brand. The more magnetic a brand becomes, the more successful it is – sales increase, more repeat purchases are being made, the rate of recommendations soars, and loyalty goes up.

Therefore, Media 1 - together with Demner, Merlicek & Bergmann and the m.core Institute of the Vienna University of Economics - developed a tool that makes the magnetism of a brand measurable, but also that communication matches the client’s objectives. We are therefore scientifically capable of proving which effects communication will have, if one changes the creative concept and thus the brand’s orientation.

In order for this new communication to achieve maximum impact with the consumer, our tool gives us the answer to the question of which media channels should best be implemented. In a separate study, with over 2,400 participants, we have researched 19 touch points on their impacts in terms of drivers of brand magnetism. It was important to us to reflect the realities of the consumer as accurately as possible, which is why we sampled 5 touch points in the field ‘digital’, for example. The result was stunning and enabled targeted media planning with clear action parameters. This results in a brand-new form of strategic media planning, which is therefor a logical consequence of the respective brand positioning and creative strategy.

media1 chart mm en

Using our example with the French car brand, this means: Customary within the industry, the brand uses TV as its main medium and furthermore has a strong emphasis on print and digital channels. However, the analysis of brand magnetism shows that outdoor advertising (especially billboards and info screen), cinema and online-videos, should play a much more significant role, in order to push the most important driver for this brand – emotions.
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Clients

We have the pleasure of working together with well-known brands. Some of which you will find here.

Actual
Asfinag
Bergader
Care
Carpe Diem
Chiefs
CliniClowns
Darbo
EVN
FCIO
Haus der Barmherzigkeit
Kabelplus
Kotanyi
Lenz Moser
Mav
Meggle
Metro
Möbelix
Mömax
Niemetz
Ottakringer
Pepsi
Rauch
Sanova
Somfy
Stiegl
Subway
SVA
Vöslauer
Waff
Wiener Zucker
XXXLutz
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References

Needless to say, we love singing our own praises. If push comes to shove, we might even go up to the high C. But go ahead, read what our clients have to say about us:

Dr.in Andrea Barschdorf-Hager

Dr.in Andrea Barschdorf-Hager

Geschäftsführerin Care

‘Care had gained 12 % of re­co­gni­tion over the previous year, more than any other charitable or­ga­ni­za­tion. Donation revenue has increased by over 25 % and at the same time confidence in our organi­za­tion by +5 %. We could not have achieved any of this without the competent, on-top-of-things and reliable support of Media 1. They really care!’

FOR OUR WORK WITH CARE WE RECEIVED THE 2016 EFFIE AWARD IN GOLD.

Karin Weissinger

Karin Weissinger

Marketing Bellaflora Garden Center GmbH

‘The launch of search engine marketing was carried out at bellaflora internally, but by focusing on other tasks, this domain was taken over by Media 1. Since starting search engine marketing with Media 1, our search results have dramatically improved and we now use targeted search campaigns. On a side note, Media 1 takes excellent care of us and is highly personable and very competent.’

Mag. Mario Zenaty

Mag. Mario Zenaty

Director International Marketing & Innovation Kotanyi GmbH

‘In our digital campaign for our spice mills, Media 1 has targeted high-end environments, in which we could precisely reach our very specific target group of those who are passionate about cooking and seasoning. With multiple, coordinated targeting measures, we have achieved magnificent results in brand building as well as generation of leads.’

FOR OUR WORK WITH KOTANYI WE RECEIVED THE 2014 EFFIE AWARD IN GOLD.

Bettina Fattinger

Bettina Fattinger

Management Competence Center Online Volksbank

‘Working together with Media 1 and using post-rolls as part of our latest campaigns has demonstrated how important it is to be open to new adverting concepts. The results have shown that there is an enormous potential and we will surely be using post-rolls as a form of advertising in the future.’

Mag. Klaus Darbo

Mag. Klaus Darbo

Marketing Manager Darbo

‘Today, Darbo is one the best known brands in Austrian food retail and Media 1 has contributed substantially over more than 20 years with its first grade work in the media sector to the success of the Darbo Brand. In addition, Media 1 is the strategic media hub for our important foreign markets including Germany, Italy, as well as Asia. Media 1 is always on the pulse of the latest developments, quick and competent regarding any challenges concerning our media activities.’

Mag. Thomas Saliger

Mag. Thomas Saliger

Marketing Director XXXLutz

‘Media 1 is an excellent media agency. Fast, competent, reliable and creative. We have been trusting Media 1 with all of our brands throughout Austria (XXXLutz, Mömax and Möbelix) for many years now. Eventually, we are in great shape with our buying conditions and together with Media 1 we find great solutions with our media partners. We truly appreciate the entire Media 1 team as one of our most important success factors as Austria’s largest furniture retailer.’

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Cases

Media 1 is very proud of its work and would like to present to you some of its cases that were a big pleasure to work on.

Ottakringer

Subway

Vöslauer Mausverfolger

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Awards

We seek and find solutions that go far beyond cost-effective media buying. We are beyond thrilled that our philosophy finds plenty of approval – here is a small showcase of recent awards ranging from efficiency to creativity.

ADGAR
1 x GOLD
5 x SILVER
1 x BRONZE
EFFIE
1 x PLATIN
10 x GOLD
7 x SILVER
6 x BRONZE
3 x RECOGNITION
GALLUP
6 x SILVER
1 x BRONZE
IMPACTISSIMO
3 x SILVER
1 x HONOR
KURIER WERBEAMOR
2 x GOLD
1 x SILVER
MAGAZIN AWARD
2 x SILVER
MEDIA AWARD
7 x GOLD
1 x SILVER
4 x BRONZE
10 x NOMINATIONS
1 x GOLD Sonderpreis
ORF Award (2)
2 x WERBEHAHN GOLD
1 x WERBEHAHN SOCIAL
2 x WERBEHAHN SILVER
1 x WERBEHAHN BRONZE
2 x WERBETROMMEL BRONZE
OUT OF HOME-AWARD
9 x GOLD
3 x SILVER
2 x BRONZE
RMS Radio Award
1 x TOP SELLER
1 X PERMANENT PERFORMER
WEBAD
6 x GOLD
4 x SILVER
7 x BRONZE
FURTHER PRECIOUS METAL
CCA,
GOLDEN AWARD OF MONTREUX,
GUSTAV KLIMT PRIZE,
KURIER WERBELIEBLING (Advertising Darling),
TRAFFIC AWARD, ROLLING BOARD CREATIVE TROPHY

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