Traditional Media That Works Alongside Digital
Broadcast television, cable, radio, out-of-home, digital-out-of-home, and trade media continue to deliver unmatched reach, credibility, and cultural impact.
Scale. Frequency. Staying Power.
We plan, negotiate, and manage investment across traditional media, bringing accountability, creativity and performance to traditional and digital media. Every recommendation is guided by audience behavior, market dynamics, and business objectives. When integrated with digital, traditional creates scale, frequency, and reinforcement to drive action.
Case Studies
We identify where your traditional buy is underperforming — rate inefficiency, audience mismatch, or incomplete reporting. Then we build a strategy and measurement model that proves the contribution of every placement.
Tankless Truths Built. Myths Busted Across Channels.
Rinnai needed to cut through stubborn myths about tankless water heaters that were impacting adoption among plumbing professionals. Influencer activations put trusted voices behind tankless truths, educating pros and driving awareness.
YellaWood® Turned a Commodity into a Category Leader
Lumber isn’t exactly an emotional purchase. Until it is. A single campaign made YellaWood® the #1 brand of pressure-treated pine and earned every metric to prove it.One of the most efficient brand-building investments available
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Broadcast Television Planning & Buying
We plan broadcast and cable TV buys around reach, frequency, TRP targets, impression-based buying and audience composition. Negotiating rates, placements, and added-value inventory with market-level relationships that produce better outcomes than a transactional buy.
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Radio for the Moments That Matter
Radio buys are planned around reach, frequency, and daypart efficiency. With rate negotiation, placement discipline, and sponsorship opportunities that extend impact beyond the spot and build brand affinity where frequency drives preference.
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Digital & Traditional Out-of-Home
OOH buys are planned around audience concentration, market priority, and placement quality. Digital out-of-home combines the scale of traditional outdoor with digital media’s flexibility and targeting. We help brands leverage digital billboards, place-based networks, and dynamic messaging strategies that complement traditional and digital campaigns.
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B2B & Trade Media Where Decisions Are Made
We work across thousands of U.S. trade publications in 150+ categories, using both horizontal and vertical placements to reach the right professional audience, with partner selection based on content alignment, audience engagement, and KPI fit, not rate alone.
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Trade Media Buying & Management
We manage the full trade buy — print and digital ads, custom email blasts, website banners, and e-newsletter placements — with continuous analytics review to optimize against top-performing placements in real time.
Frequently Asked Questions
The questions we hear most ― answered directly, and without the runaround.
Absolutely. Traditional media remains one of the most effective channels for building awareness, credibility, and market reach. The strongest marketing programs combine traditional and digital channels, using broadcast, radio, and out-of-home to create demand while leveraging digital channels to capture and convert it. The question is rarely traditional versus digital, but how the channels work together.
Brunner plans, negotiates, and manages traditional media across linear television, cable, radio, out-of-home, and trade publications — both print and digital editions. Each channel is planned within a unified media strategy, with buying and management handled by Brunner’s media team from initial planning through post-flight reconciliation and analytics review.
Broadcast television and radio reach audiences at a scale and with a sensory and emotional impact that digital channels cannot replicate on their own. At the top of the funnel, broadcast builds brand awareness, trust, and emotional resonance — the conditions that make every lower-funnel channel more efficient. Brunner uses broad coverage, engagement, and the versatility of broadcast formats to ignite brand lift, with tailored strategies built around the specific audience, market, and frequency goals of each campaign.
Trade media includes advertising in industry-specific print and digital publications, e-newsletters, and websites that professional buyers, specifiers, engineers, and category decision-makers use to stay current in their fields. For B2B brands and companies selling through trade channels, it reaches the people who determine what gets sourced, specified, and purchased — an audience that general consumer media does not efficiently reach. Brunner works across thousands of U.S. trade publications in 150-plus categories, selecting partners based on content alignment, audience engagement, and KPI fit.
Brunner’s traditional media buying process covers rate negotiation, placement selection, added-value inventory, reach and frequency delivery against TRP and impression targets, schedule monitoring, and invoice reconciliation. For trade media, it includes continuous analytics review tracking engagement, on-site actions, and lead generation — with optimization toward top-performing placements throughout the campaign rather than waiting until the flight ends.
Brunner plans traditional and digital media as a unified strategy. Broadcast awareness builds the brand recognition that raises paid search and paid social conversion rates. OOH creates contextual brand presence that drives search lift in priority markets. Trade media shortens the B2B sales cycle by establishing brand credibility before a direct response effort reaches the buyer. The audience intelligence infrastructure that informs Brunner’s digital targeting also informs traditional audience and market selection — so both sides of the plan are working toward the same outcomes.
Our Partners
We work with partners that make the whole system stronger. The right platforms surface better signals, move faster, and keep the work aligned from insight to proof.
