Our approach to Media is unique. We are committed to delivering on the promise of accountability, transparency and efficiency of digital media, and at the same time we view our media buying and planning decisions as an integral part of the creative process.
We have moved beyond the traditional demographics based planning models into a dynamic and customer centric approach that takes our media to the new level of effectiveness. We don’t solely rely on demographics to define our media buying choices but rather leverage the users propensity to qualify their own interest in our client’s products and services – self qualified media. This approach allows us to turn mass media into digital direct media and open up new opportunities and channels for our clients. The potential for optimisation is greatly increased.
Active Use of Research
We use the latest research tools as the basis for our media planning and buying negotiations. The mainstay of our arsenal is the Nielsen Netratings suite of products, including Netview, Ad Relevance, Market Intelligence and Buzz Metrics, supported by Roy Morgan and various site analytics tools. We also leverage a number of benchmark studies from industry leaders.
Media Dashboard
We have developed a unique media dashboard to allow our clients to have their finger on the pulse of all their campaigns, online and offline, website and search. This system pulls in live data from numerous sources, and can included custom sources such as point of sale systems.
KPI Driven
Although this is something of a cliché we work towards clear KPIs with our clients, which allows us to equally clearly recognize success. We are even experienced working with clients to develop KPIs where they do not exist currently.
Hybrid Pricing Models
We approach media buying negotiations with a deep understanding of the key media digital media currencies and use hybrid pricing models to construct the most advantageous trading terms for our clients.
Respect
We maintain strong relationships with local, national and international digital media networks which allow our clients to be first to market with new developments.
Reporting & Systems
In an industry where accurate research is often limited, the most powerful negotiation tool is actual campaign data that clearly defines campaign-wide ROI comparisons between media owners. Our reporting systems allow us to gauge the success achieved by campaigns at many different levels.
Analytics & Optimisation
Central to any campaign is the ability to provide comprehensive reporting and review metrics to determine the value of advertising dollars spent. Online, more than any other medium, provides the ability for our clients to determine the true effectiveness of their advertising dollar and we work hand in hand with our clients to anlyse the results.
What makes Longtail unique is our commitment to closing the loop and reviewing results to further enhance a campaign and ensure your marketing budget is working to its optimal potential. We can analyse down to the smallest creative mechanic to determine the role it plays in delivering results.
Integration
We have many years experience in offline media as well, which we factor into campaigns to ensure strong integration, and even to improve the results of offline campaigns.