Pre-Peak: Media Buying 101 – How to Test, Measure, and Scale TV & OOH Campaigns with Karolina Lapinaite, Precis (episode 276)

1st October by Chloe Thomas

Karolina Lapinaite is Head of Media at global marketing agency Precis. Working with big global brands from many sectors, she’s all about putting together the on and offline media campaigns that drive BIG results.

Pre-Q4: Media Buying 101 – How to Test, Measure, and Scale TV & OOH Campaigns with Karolina Lapinaite, Precis

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Dive in:

[06:30] Targeted Advertising Strategy Insights
[08:22] “Ad Strategy: Broad vs. Targeted”
[11:00] Campaign Strategies: Social vs. Traditional
[15:28] Strategic Media Planning for Brands
[18:54] Out-of-Home Advertising Strategy
[20:26] Flexible Creative Timing
[25:02] Evolving Ad Strategies and Analytics
[27:43] Attention Economy and Brand Focus
[29:45] Insider Tips from Karolina!

Strategy Comes First — Always

Karolina stressed that media buying should start with a clear strategy, not a channel decision. Don’t just say, “Let’s run some TV ads.” First, know your audience and define your goals. Then figure out what data you have and how to use it. Only after that do you choose the best media to reach your audience. This keeps your campaigns focused and cost-effective.

TV and Billboards Aren’t Just for Big Brands

Gone are the days when out-of-home and TV were only for companies with huge budgets. Thanks to digital platforms, it’s easy and affordable to book specific locations, times, and screens. Smaller brands can run highly targeted campaigns in just one city or even around a single store. This approach saves money while still building brand awareness. You can test on a small scale before committing to a big spend.

Test, Measure, and Learn

Measurement isn’t perfect, but it’s better than ever. Use surveys and brand lift studies to see if awareness is growing. Combine that with data models to track trends and spot what’s working. Karolina also encouraged geo-testing — run ads in one location and compare it to a control area. This approach helps you make smarter decisions and improve campaigns over time.

Takeaways:

The digital shift in “traditional” media means even small brands can try TV spots or billboards. It’s not just big budgets anymore—strategy and creativity matter more than ever.
Want real impact? Start with your strategy: who’s your audience, what data do you have, and then find the right channels. Don’t just follow the crowd—test, learn, and refine.
Out of home isn’t just broad reach—digital buying lets you target locations, times, and even tailor creative. Local focus is easier and more affordable than you think.
Measurement in media is evolving; don’t expect perfect data, but look for patterns and trends. Think uplift, attention, and the bigger picture—not just clicks.
Testing isn’t just A/B colors. Try geo-tests, new platforms, creative angles—sometimes the untapped channels are where your competition isn’t looking.

Listen to hear Karolina’s Insider Tips on eCommerce and Media!

Interview Links:

Full transcript to read & download:

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