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Background: David Weisfelner is a group account director for OMD, the number one media agency in the world. He oversees a team for Tobacco Free Florida that is adept at maximizing efficiency and reach across the state’s media markets. OMD will provide insights into making each dollar of a media campaign work aggressively toward changing knowledge, attitudes and behaviors.
Program background: Tobacco Free Florida’s media plan is rooted in the most up-to-date audience data and measurement tools to ensure best buys and rates. Staying nimble and ahead of changing trends in audience measurement is key in today evolving media landscape.
Evaluation Methods and Results: The team’s approach is unique and differentiating in that OMD’s local broadcast buyers are market specialists allowing them to become experts in the nuances of each market. Every media innovation and decision is made with the desired outcome to maintain efficiencies and drive down costs for clients, garner in market-local intelligence and keep abreast of real-time station inventory. Due to the proprietary negotiation efforts of OMD, Tobacco Free Florida has realized 944 million additional impressions.
Conclusions: According to the most recent independent evaluation report conducted by RTI, campaign awareness and use of effective messaging over sustained periods of time is directly associated with increased quit attempts. Our campaign is rarely “off-air.”
Implications for research and/or practice: OMDs proprietary negotiation efforts have been key to the programs success. having local broadcast buyers who are market specialists will assist in ensuring the desired outcomes to maintain efficiencies and driving down costs are met