Reach, inspire and engage customers
Media agency
The world of media has changed. In the past, a media agency would simply place an ad on television, in a newspaper or magazine, on a billboard. Now, though, the number of potential comms touchpoints is vast. For many media planning services, the focus is no longer on a specific channel. It’s on considering the human experience before planning, purchasing and managing campaigns across a variety of media platforms.
In a world where every product, person, place, and platform are a comms touchpoint, media has evolved beyond placing ads in linear space.
By bringing media together with creative, digital and design, we enable our media planners to think about human experience first, agnostic of channel and informed by an upstream strategy, with the role for media as part of an integrated plan.
Market & Operational Insights: Unlocking Industry Trends
In the past, media buying was more of a scattergun approach: bidding on various slots with the aim of as much exposure as possible. Now, the approach is far more considered - and underpinned by a significant amount of insight. The number of touchpoints has increased. Consumers are more time-poor than before - and also want more authenticity from advertising.
That’s where insights come in. For a successful media campaign, you need to understand both the market and the consumer. You’ll need to understand which channels work best for your audience. You’ll need to understand their perceptions, motivations and attitudes.
Ultimately, it’s not just the creatives that are important - it’s the insights, too. That’s where professional media planning services come in.
One brief, One team, One P&L.
For our clients, it means a joined-up team, thinking and working together, step by step through projects and process, and executing as one. Saving time/cost, avoiding missed communication, no disparate delivery teams, no silo agendas. Better results, faster.
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Exploring Media Agency Services
As a full-service agency, our media agency services comprise a wealth of in-house expertise. Our market & operational insights underpin every element of our services, from developing a comms strategy through to media planning and media buying.
By using dedicated measurement frameworks & analytics we assess the success of every campaign, while our digital & commerce onboarding services integrate your newly-discovered customers with ease. Our social activation services, meanwhile, will convert your social media followers into active purchasers - and even brand evangelists.
From small, hyper-local campaigns to large multinational projects, digital media companies help businesses of all types and sizes to achieve their sales and marketing goals.
A changing media landscape
Agency scale alone is no longer advantageous in media, moreover having agility in approach enables creativity in comms planning, whilst technology has democratised access to media inventory, and value. From tech innovation to traditional media, our planning and buying team collaborate with partners, platforms, publishers and producers, data and AI, to connect and deliver the right solution. By elevating our strength in understanding consumer decision making behaviour and integrated discipline model, we provide a progressive approach to media for our clients.
- Market & operational insights
- Comms strategy
- Media planning
- Media buying
- Measurement frameworks & analytics
- Digital & commerce onboarding
- Social activation
The Essentials of Media Buying in the Digital Age
To ensure that you maximise your return on investment (ROI), your campaign will need to reach the right people, in the right place, at the right time, and at the right price. That means that you’ll need to have a solid media plan in place so that you know exactly where you want to be before you negotiate. Quoted media rates should not be taken as gospel: you may be able to leverage existing relationships or the potential for longer-term work for a better price, added value opportunities or greater flexibility.
Timing and placement should be considered carefully when buying media space: placements should coincide with peak target audience activity for the best results. You’ll also need flexibility: the ability to pivot your strategy based on real-time campaign results if needed.
Negotiating and securing the best ad placements can be a minefield. We’d always recommend working with a media agency, who can leverage their market knowledge - including rates and available value-add opportunities - and existing relationships to get results.
The Impact of Effective Media Agency Partnerships
A focused, well-planned media campaign can significantly impact brand visibility and market growth. Our media planning and buying campaign for Hape resulted in a 10x return on ad spend at peak demand times, while our TV promotional campaigns for Toshiba culminated in 200% 2023 music promo sales at John Lewis, Very and Amazon compared to forecasts. As the digital revolution continues to progress and evolve, as an omnichannel approach continues to become even more important, and as consumers become more savvy and demand more authenticity, the importance of working with the right media agency will continue to grow. You’ll want a partner rather than a supplier: an agency that works with you to truly understand your brand and the best, most creative ways to take it forward. That’s what The One Off is all about. Get in touch to discover how we can help you reach, engage and inspire your customers in an ever-evolving landscape.
