For example, the Cost Per Point is not the end all determining factor for our media buys as with some agencies.  Larger agency media buyers are often less experienced and only know that they need to bring in a buy at a certain cost per point (CPP.)  This is especially true if a junior staff person is handling your buy.  Valuable criteria are missed when the CPP is the only determining factor. Together with marginal quantitative requirements, such incentives create outstanding (and often less expensive) marketing windfalls. Once we’ve examined all potential media options, we develop our recommendations and review them with our clients, allowing them to make the final decision on which to pursue.

Because we place such a large volume of media for our clients, we’re able to take advantage of media rates that are not available to many other agencies or to our clients directly. When we negotiate a low rate for one client, we naturally are in a position to secure or reduce another client’s rate at the same time. We’ve often surprised clients who thought that they had “the best rate in town” by negotiating the same schedule for a significantly lower rate by way of our volume status.

We’ve recently placed multi-million dollar on-line campaigns and have mastered the ins and outs of that world.  We use Google Analytics to help measure the quality of the traffic on your site, not just the volume of clicks.  We want to know where they’re clicking, how long they’re staying on your site and where they’re coming from.  This allows us to really hone in on quality placements and to know quickly when something isn’t working. Online ads have become a very effective and measurable media for advertisers.  We feel very strongly that this should be a part of every media strategy now and in the future.  Researchers expect that online media sales and efforts will exceed national radio revenues by the end of 2009!