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The campaign will aim to quickly establish broad reach and a high frequency to drive message
penetration. Research shows that advertising effectiveness increases as additional media channels are
added to the paid media plan. Media universes are not measured equally, nor does the entire target
audience consume any single channel, such as digital, radio or TV. Therefore, it is essential to determine
a channel mix that will frequently engage the target audiences. NHTSA will use a multi-channel, multi-
platform paid media strategy consisting of digital, video and audio tactics and OOH advertising to reach
more than 50% of the target audience on their preferred channels multiple times throughout the
campaign.
The strategy will focus on the most efficient, high-reach tactics to meet reach and frequency goals. The
demographic comprises two distinct generations—Gen Z (18- to 26-year-olds) and Millennials (27- to 42-
year-olds). Gen X technically still falls within the targeted demographic, but will age out of the
demographic next year and should not be a primary focus of the current plan. The plan will seek to
reach each generational audience where they consume media the most, relying on content to connect
the Speed message to each specific generation. As we observe the current media environment and
usage by the target audience, we see a shift in how time is spent consuming media. At the same time,
consumers are using multiple methods to view content. As a result, a well-rounded strategy for reaching
the target audience must include a combination of linear (traditional) TV, terrestrial radio advertising
and digital media, including streaming video and audio. Mediums selected for campaigns should consist
of multiple touch points with consistent creative across each tactic to reach consumers and build brand
awareness.
Because nearly 100% of the target audience is connected to the internet, the plan relies heavily on
digital tactics. It will be led by mobile delivery methods, with a second-screen strategy to reach the
target audience when they are using multiple screens simultaneously, which will aid in generating the
maximum number of unduplicated impressions. The digital media plan will explore custom native
content via direct publisher partners, programmatic video, display and paid social media channels.
Video viewership continues to cross over linear networks and streaming services, which are key to brand
awareness. While linear TV is still needed to reach audiences, particularly in live sports and local
programming, connected TV (CTV) and over-the-top (OTT) is becoming the primary placement to reach
the target audience. Linear TV will be primarily bought programmatically to reach the target audience
on their most-watched networks and programming.
Audio tactics, including terrestrial (AM/FM) radio and digital streaming, are another dominant reach
vehicle and will be vital to the campaign. Podcasts will also be considered to reach the audiences in their
motor vehicles when they may be speeding.
Finally, OOH options will be utilized to extend the campaign's reach in the places where the target
audience lives, works and plays.