Services
Media Strategy Built From Inside Your Business
We start with your margins, seasonality and sales cycle, then choose the channels. The result is a plan built around the commercial outcome you need.
We start with your business, then the budget
We start inside your business. We ask what a customer costs you now, what it can cost, which weeks of the year carry your revenue, and how your sales cycle affects the timing of your advertising. Only then do we talk about channels, and each one has to justify its place in your plan.
From there, two things shape your plan.
The first is evidence. We draw on well-established marketing research, which shows that reaching more of your potential customers tends to grow a brand faster than narrow targeting, that brand building and sales activity work best together, and that consistent advertising builds over time. We use these principles to decide how much of your budget builds demand, how much captures it, and the role each channel plays.
The second is attention. An ad that is served is not always an ad that is seen, so we plan around where your advertising will realistically be noticed and taken in. We apply that thinking at every stage of planning and buying.
Our approach
Everything a plan has to answer before a dollar moves
Commercial framing
We turn your margins, average order value, sales cycle and seasonality into a media target: the cost per sale your plan needs to reach.
Audience definition
We define who buys from you, using your own customer data where it exists and panel and mobility data where it doesn't.
Channel mix modelling
We model how much to invest in each channel, what it should return, and the point where extra spend stops paying its way.
Budget & timing
We shape your spend around your revenue calendar: when to advertise, when to pause, and what to hold back so we can move budget while the campaign is live.
Measurement plan
We agree with you before launch how success will be measured, and we report against that measure.
Competitor review
We look at what your category is spending, where and how heavily, so your plan reflects the market you compete in.
Inside-out, in four steps
Understand
We start inside your business — customers, seasonality, sales cycle — before we look at media.
Strategy
We build your strategy on evidence and proven marketing principles, sized to the outcome you need and the budget you have.
Plan & Buy
We have no ties to any channel or media owner. We invest your budget as if it were our own, guided by your strategy and business objectives.
Measure
We feed the results of every campaign back into your strategy, so each one builds on what we learned from the last.
Data we plan with
Your own data
Your sales, CRM and website data, which is our best guide to what a customer is worth to you.
Industry audience data
OzTAM and VOZ for television and BVOD, GfK for radio, MOVE for out-of-home.
AdMatch™
Our own streaming measurement, giving cost per sale and ROAS by publisher across every BVOD platform on the plan.
Category spend
We track competitor spend and share of voice, so your plan reflects what is happening in your market.
Consumer behaviour
Data on how people behave and buy, from sources such as Roy Morgan, Experian, GWI and the ABS.
Econometrics, where it fits
Longer-term modelling for clients with enough sales history to support it. We recommend it only when it will help you.
Common questions
What clients ask before they start
Can you do the strategy without doing the buying?
No. Strategy and planning are part of a wider media engagement with AdUnion. We build the strategy, plan the media and buy it, so the thinking and the execution sit with one team.
How long does a strategy take?
Typically a few weeks. What moves it is data availability and how many stakeholders need to agree — a business with clean sales data and one decision-maker is considerably faster than one without either.
What do you need from us to start?
Your time, and access to the people who know your business. We start with an immersion process: a deep dive of more than 60 questions, answered with stakeholders from across your business, covering brand and product, customer and audience, strategy, processes, reporting and measurement, website and technology, and organisation and people. It is the first thing we do, and it is how we begin to understand your business from the inside.
How is this different from what our current agency does?
We can only speak for how we work. We start from your commercial target, and we work on a disclosed margin, so you always see what the media costs and what we earn. Our advice is based on what will work for your business.
Let's start with your business
Tell us about your business and where you want to take it. A senior planner will reply within one business day.
Get in touch