Media & Analytics
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Performance TV™ media specialist
ADAD is the market leader in Performance TV™. This is in no small part due to our media planning and trading capability. We have high level relationships with our media partners that have allowed us to develop innovative and unique trading methodologies that provide our clients with maximum value on DRTV and retail airtime.
Effective Performance TV™ media planning and buying is about connecting with your consumer target in the right environment, at the right time, for the right price. It’s about knowing what they watch, when, and most importantly if they will respond at that moment. Planning effective Performance TV™ media requires a specific capability and insights.
Our IP, your ROI
What level of activity is required for an offer to gain traction? What is the optimal frequency? How many gross impressions are required to drive the targeted outcome? When does wastage kick in? What is the right price for the media? What investment is required to make a test meaningful and the results scalable? What are the benchmark category response/conversion rates? When is the optimal time to transition to a shorter duration spot? We know the answers.
On top of our extensive category experience, our media team is informed by daily response data analysis and econometric modelling. We utilise OzTAM and Nielsen TV ratings data, AdQuest eTAM, MediaWise and BCC to analyse audiences, media value and to optimise buys. Asteroid is used to drill into Roy Morgan Research data on consumer attitudes, purchase intentions and media consumption. Ebiquity is accessed for competitive reviews and category analysis. These elements all ultimately culminate in Performance TV™ media plans that maximise your ROI.
Analytics & Optimisation
Performance TV™ by its very nature provides a wealth of immediate feedback to the agency and advertiser. Every day we analyse extraordinary amounts of response data to unearth actionable insights to improve campaign performance and our client’s ROI.
Our analytics and optimisation capability is supported by our customised data mining software which means insights are quickly available and ready to be applied to improve campaign performance.
Our analytics team has many years experience in identifying and unlocking untapped opportunity, and predicting future performance.
- Data mining
- Data analysis
- Optimisation planning
- Econometric modelling
- Predictive modelling
