BPMS ANNOUNCES 20 YEAR ANNIVERSARY Provides Guidance on Youth Marketing for 2020 to Maximize Media Investments


New York, NY – March 11, 2020 — Blue Plate Media Services (BPMS) has announced their 20-year anniversary providing media services in the toys & games, gaming, entertainment, publishing and CPG fields in North America with a strong emphasis and expertise on youth and family marketing.

“We are so excited and proud to celebrate our big 20th anniversary,” says David Becker, President and CEO of BPMS.  “We started in this business in 2000 to serve members of the Toy Association.   From the start, our role was straightforward, to provide honest industry insights and guidance to the toy and sporting goods industry, so they could better navigate the media landscape.  We’ve always believed in a healthy mix ofmedia, but over the years, through two decades of agency benchmarking and enhancing our media mix measurement tools, we have expanded and grown into new and effective marketing channels, driving clients’ brands through measured visibility, engagement and conversion to sales.”

As today’s platforms to reach kids and families continue to devolve, and evolve, and when every marketing dollar counts toward the bottom line, it’s important to take a holistic approach to media investments.  BPMS offers five (5) key strategies to consider as you plan your 2020 media plans:

  1. Remember to identify your core audience and campaign goals, align your messaging with your priority distribution retail partners, and run your campaign across brand safe, relevant channels that resonate with your core audience and deliver your brand message.
  2. You must understand the change in behavior if you’re going to embrace changing behavior.  Understand the impact of the change and the reduced ability to reach kids.
  3. Media fragmentation is splintering audiences and attention across the board.
    It’s not TV then Digital or Digital then TV.  They must work together.
    Digital is relevant and able to drive deep engagement. TV drives efficient reach against broad targets.
  4. When and how should you invest in media to drive your kid and family brands? Where do you start?  Start with Reach. Brand building is achieved by optimizing reach against a broad target.  Reach is always the main driver of growth.  A media mix that is out of alignment will drive higher frequency than required and not enough reach against your target. When reach flattens and frequency accelerates, it’s time to shift your platform allocation and investment.
  5. There is no magic in media.  No one digital or TV format can reach everybody.  The right mix of cross channel marketing can drive reach far beyond what one medium can do alone. Most toy companies have not adapted to this new reality.  The magic is in the mix.  And in the transparency of your partners.

Many of these important tactical media strategies were presented at their keynote address, TV+Digital:  The Point of No Return™, at New York Toy Fair, co-sponsored by BPMS andThe Toy Association.  Driven by deep client industry needs, mix analysis, and 20 years of agency campaign benchmarking, BPMS presented its BPMS Media Mix Optimizer™, a custom measurement tool that calculates and identifies that Point of No Return, the axis point in any campaign where your media investment must change in order to drive audience reach and greater efficiencies.

Celebrating its 20th Year Anniversary, BPMS continues on its steady course to filling a much-needed agency gap in the kid, mom and family space, providing a deeper level of media buying expertise that is needed to drive today’s brands to success in this ever-challenging market.

CONTACT:   Amy Friedland
Freeman PR          973-470-0400 ext. 25

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For information on BPMS, or to comment on this article, please contact David Becker at dbecker@bpmsagency.com or call 908-918-0202.  BPMS is a leading, cross-screen media planning and buying agency, specializing in play.  Powered by research, deep dive analytics and 20 years of experience across toys & games, gaming, retail and entertainment, BPMS builds targeted, efficient, non-templated, cross-screen campaigns that deliver results – and the analytics to support it.  Agency partner with The Toy Association for 16 years, BPMS has extensive experience across genres.  Leading brands migrate to BPMS for a level of expertise lacking from the more traditional agencies. Planning media across all platforms, BPMS understands the nuance of marketing to kids and their parents, and plans across Digital, Linear, OTT, VOD, Mobile, Gaming, Paid Social, SEM, OOH, Cinema and Experiential. This is over and above two decades of TV planning and buying.