In Australia there is still a tendency for classifying media as Metro first and Regional second. This practice has been in place for decades and is probably borne out of the belief that metro is where the action is and that the majority of sales are made in Metro markets. There is one significant commonality these days in the Metro versus Regional comparison. They both have the same main media availabilities.

Content in advertising has been around for decades, remember the Aston Martin in the early James Bond Movies?
So why is it something of interest now? The answer lies in digital technology that can create new audiences and enhance existing mediums.
For example,through digital technology entire live productions can be screened in cinemas via satellite or to individual private screens or via T Box into home or linked to the internet.

Localised media is often overlooked particularly if big brands are pumping out generic messages. The local identity of a brand or service is overlooked.

Combining generic ( national) branding with localised content and offers is a far smarter way to drive sales and improve ROI.
After all local sales are just as important as looking at a set of national figures each quarter.

Consider these local media strategies-

* Localising the tags and content for local outlets
* Sales specials on local overstocked items in a particular territory

What is Media policy versus Media Strategy?

Too often many marketers and advertisers create a plan that misses these first two steps. They tend to go to the plan firstly because they know what they want and it worked before. Nothing wrong in that, except the media scene changes by the second, just like a stock market.
If your plan has not had a reality check of late, then here's the reason why Media Policy and Media Strategy make sense.