Media Unleashed

Be where your customer’s going.

Consumers today don’t run in herds. They don’t consume media in mass. They don’t follow; they lead. And if you’re going to connect with them and build a relationship, you’d better know more about where they’re going than where they’ve been.

We can help, with addressable broadcast, search, mobile, exotic sponsorships and apps, out-of-home and branded content, as well as data-driven programmatic media.

It’s time to get Unleashed.

Media Unleashed™ combines the best of data-driven media planning and buying with extensive research capabilities, deep strategy, sophisticated trading technologies and a personal approach to help you get out in front of your customer.

And our size and nimble structure allow us to deliver this power even to smaller advertisers. Now you can take advantage of programmatic like the big guys – and outperform them.

It starts with thinking

Programmatic media isn’t the be-all and end-all. It’s powerful, for sure, but it’s not enough to perform better than what you’ve had. You’ve got to squeeze every dollar out of your buy – and it’s got to perform the way you want with the transparency you need.

Research and strategy beyond checkboxes

You’re looking for precision and performance, so it’s important to have solid research and strategy behind them. We’ll use a combination of digital, social, and traditional research tools to help create solid personas to guide us, and then we’ll use a customized selection of data sources to inform our audience buying strategies.  Our approach drives media performance at your target cost, whether you seek low CPC, CPA or CPL.

Human-guided programmatic

We run our own trading desk, but at Media Unleashed™ it’s more about the thinking and the human intervention than the technology. We build and optimize campaigns that are customized to your needs, your metrics, your expectations.  Our human approach to technology allows your campaigns to speak personally to each audience, increasing relevance and performance.

Discovery
1
Brand
Customer
Environment
Definition
2
Define the business hypothesis
Determine strategy, marketing objectives and KPIs
Performance measured and optimized against marketing and business objectives
Plan Development
3
Message
Audience
Creative
Distribution
Ongoing campaign analysis and optimization
4
Creative
Touchpoints
Databases
Distribution
Performance measured and optimized against marketing and business objectives
On-going campaign analysis and optimization
Deploy & Optimize
5
Unleashed
Message
Audience
Creative
Distribution
Trade Pub
Display
SEM
TV
Webinar
 
OOH
eXelate
Address-able TV
Men 24-35
Social
 
Bluekai
 
Mobile
Email

Beyond digital & programmatic.

Just about every touchpoint is available through our trading desk, but there are still many clients that need specialized thinking for sponsorships, outdoor, high-impact integrations and social engagement.

We’ve got you covered with more than 100 years of combined experience and we can deliver these solutions à la carte or as part of a comprehensive media program.

  • Momentive Sealants

    Challenge

    Momentive, a $3 billion global leader in silicones and advanced materials, makes silicone caulks branded under the GE name. Flat out, 100% silicone is the best caulk and sealant. It doesn’t shrink, crack or get moldy. And only GE is 100% silicone.

    Even with this pedigree, people have a tough time getting excited about caulk. Have you ever walked down the caulk aisle at your big box store? Confusing is an understatement. Add to that, some brands of caulk (and you know who you are), make false claims about their products.

    Solution

    So how does Momentive cut through the confusion and chicanery to grow market share? Give them project-specific content landing pages focused on prime caulking situations. And deliver it on mobile and desktop using social posts, banners, search and landing pages.

    Use third-party databases to target consumers in-market for caulk. Refine the data with Lowe’s® and The Home Depot® shopper data and optimize with weekly POS data against high-performing DMAs and stores. Help consumers make sense of it all in-aisle with microtargeted mobile campaigns with separate mobile ads and landing pages – all adapted to whether a customer had previously been to our landing pages. Manage the campaigns through our in-house trading desk and our search-managed platform. Build everything cross-platform to close the loop between desktop researchers and mobile customers, and report online store visit rates using data from Placed and Foursquare.

    Results

    A 14%+ increase in sales (double our goal). We drove more than 96% of the client’s website traffic and achieved landing page visits at 73% of industry average.

    14%+

    Increase in sales

    890%

    Increase in traffic

    88%

    drop in landing page cost per visit

  • Safe Auto

    Challenge

    SafeAuto is a recognized brand; however, coverage is only in 16 states, so national, high-reach campaigns that drive higher volume at lower costs can’t be employed. The insurance offered is also state-minimum insurance, so it’s not a product for every driver. Our main objective: scale digital media while maintaining CPA goals in a very competitive digital landscape.

    Solution

    SafeAuto’s legacy agency had been unable to scale digital and continued to run with the same three display vendors month over month. Upon winning the business, our first task was to clean up tracking and attribution to ensure credit was delivered to the right partner. We used one ad server for all digital media and began de-duping search and display conversions to produce clean reporting and optimization. This was very important due to CPA deal structures and usage of programmatic media and algorithmic optimizations happening on search and display. Additionally, knowing that a higher percentage of display conversions occur post-impression versus post-click, we tested various look-back windows to ensure we had competitive costs in the display space while not paying for conversions we would have received at lower window settings. More recently, we’ve leveraged cookie-less tracking to ensure accounting for conversions occurring across multiple touchpoints.

    Results

    Our nimble management of SafeAuto’s digital buy allowed us to scale spend and drive more sales all while delivering against the tight CPA goals. Year over year, we increased sales 121% while keeping cost-per-sale flat.

    121%

    Increase in sales

    110%

    Increase in new customers

  • Krylon

    Challenge

    Win the war against the leading competitor in the spray paint category, who was outspending Krylon® 2:1 and expanding its targeting to crafter audiences, primarily maintained by the Krylon brand. Our mission: plant the seed of doubt that our competitor has superior product performance against rust and DIY projects; increase brand awareness and strengthen consumer perception of the Krylon brand; and distinguish the product superiority of Krylon by highlighting key product features.

    Solution

    The Krylon Spraydown: Stories of Real Performance. Three webisodes based on the triangulation of consumer search, consumer social and brand product inputs. Three video episodes, nine short-form videos used to competitively conquest, 29 downloadable product instructions, and 35 project photos, all available for immediate distribution and long-term value across owned, earned and paid channels.

    We leveraged third-party databases to target DIY, crafter and competitor brand shoppers, including an overlay of Walmart shoppers; videos were distributed on AOL ON as native ads; YouTube and Facebook ads, targeted competitor fans and content; and paid search also distributed project content. For display, we used 300 x 600 “native” units showcasing the webisode on top, while distributing project content through multiple tiles under the video across thousands of DIY and crafter sites. These tiles supported project downloads and specific project views within the webisode in-unit. We also partnered with influencers to expand social distribution.

    Results

    82% higher than rich media industry benchmarks. Millions of competitor brand purchasers engaged with our content and were the second-best performing audience, only behind our brand audience.

    • Challenge

      Momentive, a $3 billion global leader in silicones and advanced materials, makes silicone caulks branded under the GE name. Flat out, 100% silicone is the best caulk and sealant. It doesn’t shrink, crack or get moldy. And only GE is 100% silicone.

      Even with this pedigree, people have a tough time getting excited about caulk. Have you ever walked down the caulk aisle at your big box store? Confusing is an understatement. Add to that, some brands of caulk (and you know who you are), make false claims about their products.

      Solution

      So how does Momentive cut through the confusion and chicanery to grow market share? Give them project-specific content landing pages focused on prime caulking situations. And deliver it on mobile and desktop using social posts, banners, search and landing pages.

      Use third-party databases to target consumers in-market for caulk. Refine the data with Lowe’s® and The Home Depot® shopper data and optimize with weekly POS data against high-performing DMAs and stores. Help consumers make sense of it all in-aisle with microtargeted mobile campaigns with separate mobile ads and landing pages – all adapted to whether a customer had previously been to our landing pages. Manage the campaigns through our in-house trading desk and our search-managed platform. Build everything cross-platform to close the loop between desktop researchers and mobile customers, and report online store visit rates using data from Placed and Foursquare.

      Result

      A 14%+ increase in sales (double our goal). We drove more than 96% of the client’s website traffic and achieved landing page visits at 73% of industry average.

      14%+

      Increase in sales

      890%

      Increase in traffic

      88%

      drop in landing page cost per visit

    • Challenge

      SafeAuto is a recognized brand; however, coverage is only in 16 states, so national, high-reach campaigns that drive higher volume at lower costs can’t be employed. The insurance offered is also state-minimum insurance, so it’s not a product for every driver. Our main objective: scale digital media while maintaining CPA goals in a very competitive digital landscape.

      Solution

      SafeAuto’s legacy agency had been unable to scale digital and continued to run with the same three display vendors month over month. Upon winning the business, our first task was to clean up tracking and attribution to ensure credit was delivered to the right partner. We used one ad server for all digital media and began de-duping search and display conversions to produce clean reporting and optimization. This was very important due to CPA deal structures and usage of programmatic media and algorithmic optimizations happening on search and display. Additionally, knowing that a higher percentage of display conversions occur post-impression versus post-click, we tested various look-back windows to ensure we had competitive costs in the display space while not paying for conversions we would have received at lower window settings. More recently, we’ve leveraged cookie-less tracking to ensure accounting for conversions occurring across multiple touchpoints.

      Result

      Our nimble management of SafeAuto’s digital buy allowed us to scale spend and drive more sales all while delivering against the tight CPA goals. Year over year, we increased sales 121% while keeping cost-per-sale flat.

      121%

      Increase in sales

      110%

      Increase in new customers

    • Challenge

      Win the war against the leading competitor in the spray paint category, who was outspending Krylon® 2:1 and expanding its targeting to crafter audiences, primarily maintained by the Krylon brand. Our mission: plant the seed of doubt that our competitor has superior product performance against rust and DIY projects; increase brand awareness and strengthen consumer perception of the Krylon brand; and distinguish the product superiority of Krylon by highlighting key product features.

      Solution

      The Krylon Spraydown: Stories of Real Performance. Three webisodes based on the triangulation of consumer search, consumer social and brand product inputs. Three video episodes, nine short-form videos used to competitively conquest, 29 downloadable product instructions, and 35 project photos, all available for immediate distribution and long-term value across owned, earned and paid channels.

      We leveraged third-party databases to target DIY, crafter and competitor brand shoppers, including an overlay of Walmart shoppers; videos were distributed on AOL ON as native ads; YouTube and Facebook ads, targeted competitor fans and content; and paid search also distributed project content. For display, we used 300 x 600 “native” units showcasing the webisode on top, while distributing project content through multiple tiles under the video across thousands of DIY and crafter sites. These tiles supported project downloads and specific project views within the webisode in-unit. We also partnered with influencers to expand social distribution.

      Result

      82% higher than rich media industry benchmarks. Millions of competitor brand purchasers engaged with our content and were the second-best performing audience, only behind our brand audience.

    How we got
    unleashed.

    Media Unleashed™ is a group of experienced media strategy, planners and buyers who had operated exclusively as part of an integrated agency.

    We had deep experience in brand building, product launches, direct response and content marketing. And we operated our own programmatic trade desk. But, as part of an integrated agency, we were being overlooked by brands who wanted a specialized, stand-alone media agency.

    You can’t cry about it. You’ve got to do something about it. We did. We created Media Unleashed™.

    Media Unleashed™ isn’t just about positioning a media capability for growth. We were also on a mission. A mission to deliver transparency to media and prove that human-guided programmatic can kick off-the-shelf programmatic’s ass all day long.

    The Team.

    • Raphael Rivilla

      Partner/Media and Connections Planning

    • Jordan Burnside

      Director of Search Marketing

    • Elizabeth Ballash Abate

      Media Director

    • Dagmar McGannon

      Media Director

    • Mary White

      Media Buyer

    • Brett DiFranco

      Senior Paid Search Manager

    • Lisa Holmgren

      Media Planner/Buyer

    • Christine Price

      Media Buyer

    • Judy Dash

      Administrative Assistant

    • Angela Besprozvanny

      Digital Media Manager

    • Snjezana Szabo

      Assistant Media Planner

    • Tricia Evans

      Senior Media Planner

    • Anthony DelVecchio

      Management Supervisor

    • Magnolia Deuell

      Media Planner

    • Courtney Ou

      Manager of Programmatic Services

    • Jaime Stanzak

      Assistant Account Executive

    The Advisers.

    • Scott Chapin

      Analytics

      Scott’s influence at Media Unleashed is manifest in the group’s reliance on analytics. We grow with proof; and the proof is in the numbers.

    • Phil Johnston

      Strategy

      A 30-year veteran marketing strategist, Phil’s approaches helped shape the processes that unleash insights at the intersection of brand and customer.

    • Jennifer Hirt-Marchand

      Research

      With 20+ years as a professional researcher, Jen adds the face to the faceless, helping us reach real people – not target audiences.

    • King Hill

      Digital Strategy

      Media engages and drives business. Knowing where to engage and how to drive strategically is King’s area of expertise.

    • Mark Bachmann

      Business Development

      Different performance criteria require unique client engagements. Mark understands these subtleties and can structure a relationship that works.

    Contact us.

    Ready to get unleashed?

    If you’re spending at least $40,000/month on media, we should talk. There’s a good chance we can save you money and improve your performance, too.

    Let’s start with some simple information. We’ll get back to you within one business day.

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