Our vision of intelligent advertising leads by crafting a strategy for maximizing advertising ROI. Often times this requires patient testing of multiple media to find just the right mix. We lay out a framework and direction for your company to internally maximize the business intelligence and marketing contacts sowed from the effort.
Sure, we can do a few quick projects and illustrate results – but as your partner, we’re in it for the long-haul. Our determinations and analysis continually refine your advertising investments – re-investing only in media outlets with proven impact on your goals. We separate the “hype-du-jour” from up to the minute facts.
A Cyclical Process
First we listen, and research – we ask questions. It is critical for us to understand your positioning, what you need to say, your goals, and your ideals. We need to break it all down before we can put great campaigns together.
We define campaigns based on measurable goals and strategies. A detailed analysis of your target audiences, along with global strategy recommendations around media types, campaign segmentation, reporting & analysis and creative strategy is then developed. Upon agreement on the strategy, a media review is conducted to determine which publications should be included. In tandem, creative strategies and concepts are developed and presented.
Tactical Execution: The Media Buy
We collaborate with you on the details of your media schedules through our online, proprietary campaign management system – MI360. Through the system we illustrate and explain opportunities for added value, present interactive calendars and empower our clients with sortable views of proposed media buys by publication, date, creative, tactic and more.
We recommend planning in 6 month or quarterly increments to allow a thorough review and analysis of campaign results – empowering us to remove media and publications that delivered poor results or whose audience does not match the demographics we’d intended to reach. The ultimate result is improving ROI and getting closer to surpassing your annual goals. Additionally, depending on those goals, we recommend leading with online buys consisting of a handful of tactics across a broad spectrum of media outlets. The intent is to develop a benchmark for what media worked, and which didn’t – to allow for a larger investment with only the most effective media in the next planning cycle.
Tactical Execution: Production
We use a diverse network of talent to develop creative concepts and execute depending on the requirements of the campaign. We leverage our MI360 Campaign Management System to catalog and present creative for approval and communication throughout your organization.
Reporting & Tracking
During your campaigns, you are able to view live interactive calendars that link you to active online insertions. Tear sheets are posted for at a glance viewing or download – a great tool for internal communications.
Performance data is posted daily on a per insertion basis. We combine and present raw data from whatever data sources are available to you, including but not limited to publisher performance data or your internal tracking data from a pre-existing web traffic analysis tool.
If you don’t have a web analytics software program in place, or the one you use is not robust enough to handle ad campaigns – Massive Impressions can work with your web team to implement a non-intrusive, easy to implement campaign tracking solution.
The fun begins when the campaigns end. We track and record the performance of every tactic, every publication and every campaign with the goal of being able to rank publications and tactics for value and effectiveness.
The findings for each campaign are packaged and delivered in a timely fashion – both online and in print.
Most importantly, the findings of the campaign are used to gauge media, creative and strategy effectiveness and allow us to make the necessary changes to improve ROI based on your goals – and a portion of your overall budget – not the full year’s budget.
We’ve been asked if we do Taguchi testing. We’ve taken it to the next level. Not only will we devise an comprehensive test method based on your definition of success, but we can also dynamically control the content served, producing creative on the fly. We test each variable in combination and record each combination’s performance, narrowing down what works and reporting the findings in real-time.