Paid Media Strategy 
  • Define the role of paid media in the overall communication strategy 
  • KPI and business outcomes
  • Audience analysis
  • Persona building
  • Competitor analysis & research
  • Customer journey mapping
  • Funnel based campaign strategy
  • ABM strategy
  • Market analysis
  • Budget development & planning
  • Recommended tactics and channels
  • Test and learn opportunities
Tactical Planning
  • Flowchart detailing campaign timing & flighting
  • Detailed budget sheet of paid media tactics
  • Vendor negotiations/RFP results & recommendations
  • Creative asset sheet for artists and/or project managers 
    • Spec documents
  • Analysis planning & URL tracking 
  • Test and learn cards with hypothesis, measure tactics and success measurements 
  • Media authorization sign-offs
Paid media execution
  • Internally executed media buying via self-serve platforms (DSP's)
    • Meta - Facebook & Instagram Ads Manager
    • LinkedIn - Campaign Manager
    • Pinterest
    • Spotify
    • Google Ads
      • Paid search/SEM
      • Display
      • Video & YouTube
    • Microsoft Ads - Bing
    • Various DSPs for OTT, pre-roll video, native, digital audio & display
    • Website tagging via Google Tag Manager for campaign tracking, ABM building and retargeting campaigns
    • Doubleclick ad server (DCM)
  • 3rd party partnerships
    • Broadcast TV, radio, cable, print or out-of-home contract negotiations 
    • Industry specific publication research, point-of-views and contract negotiations
    • Managed programatic RFPs. 
    • Consumer 3rd party data integrations to advertising. Contract negotiations and DSP connections
Media Optimizations, Reporting and Analysis
  • Customized dashboard that pulls in all media data (via api)
  • Weekly emails with details on how your campaigns are running
  • ABM progress and customer funnel analysis
  • PowerPoint presentation at the conclusion of campaigns or quarterly (for annual commitments)  
  • Campaign tracking & analysis
    • campaign metrics - Impressions, clicks, CTR, conversions, etc
    • financial metrics - cost-per-lead (CPL), cost-per-acquisition (CPA), Return on advertising spend (ROAS)
    • website metrics - Users, avg. time per visit, channel analysis, 
  • Test and learn results
    •  test and learn cards with hypothesis & conclusion