To put it simply, our digital media planning and buying team figures out how, when and where to reach consumers while keeping a constant eye on ROI. But actually delivering on that strategy is anything but simple when your media buys reach R60 million each year. It requires a talent for identifying platform-agnostic synergies across paid, owned and earned media while integrating media planning with the creative process, optimising the digital marketing mix and developing attribution models to measure the return on media spend.
Targeting Individuals with Intent
For some agencies, online advertising is about shouting at the crowd with flashy rollovers, page takeovers and all the technology du jour that you can pack into a 728×60. We like flashy creative just as much as the next guy or gal, but successful online media planning isn’t just about getting eyeballs. It’s about getting the right people to notice you with the right message at the right time. So we combine search engine marketing (SEM), paid social and display media into one team, which helps us advise clients on the right budget allocation between bought media for optimum ROI. It also allows us to use search and audience data to identify personas with intent to buy and then speak to them as they move around the web.
An Integrated Approach
Digital media planning and media buying strategy both encompass a constantly evolving ecosystem of bought, earned and owned media. To build connected brands, we take a holistic approach to media planning and buying that allows us to integrate all digital channels – including social media channels – and measure cross-channel influence, both online and off. As a result, we are more efficient, nimble and capable of editing, adding or cancelling a campaign for optimal results.
More than half of our clients have an international component to the work we do so we have extensive experience developing global media strategies with local accountability. We buy media in over 200 countries and 30 languages and our partnership with Hearst gives us access to a global distribution network of 24 websites that reach 21 million unique visitors every month.
Measure, Optimise & Repeat
Producing a desirable ROI for clients is in our DNA. Leveraging our proprietary The Brandtastic’s Dynamic Broad-base Marketing Platform and Kenshoo’s industry-leading media management software, we drive innovation, efficiency and performance for our clients. The combined platform enables superior media planning and performance through precision targeting, supplemental monitoring, and innovative analytical tools, allowing us to measure the ROI of every media dollar our clients spend.