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Creating an optimal media plan for the coming year is always a significant challenge, especially when multiple parties are involved and last-minute changes arise.
For a client, we created two different budget scenarios. The forecasting indicates that with an additional budget of €285,000, we can achieve +450,000 conversions, increase ROAS from €6.48 to €11.43 and reduce CPC from €2.31 to €1.30.
A (new) competitor is planning a campaign at the end of the year that will cost you sales. How can we help plan and optimise a counter-campaign?
Using our Media Scenario Planner, we created a counter-campaign scenario with a budget of €2.4 million across OOH, TV and radio channels. The forecast showed that TV delivered the highest sales uplift. Our MSP optimiser, “Oppi,” then reallocated the budget from OOH and radio to TV, resulting in a nearly 5% increase in campaign ROI.
We supported a client's Marketing Manager, responsible for overall marketing objectives, in deciding whether to prioritise brand or performance campaigns. While short-term sales from performance campaigns can be tempting, they often don't lead to long-term success. By strategically investing in brand uplift, we can create a stronger foundation for more effective performance media in the future, driving sustainable sales growth.
What can we observe? When Brand Consideration drops to 28%, base performance decreases by 3% and media performance by 4%. However, increasing Brand Consideration to 33% through campaigns can boost base performance by 9% and media performance by 11%.
We assisted a client's Data Insights Analyst in determining the key drivers behind the declining baseline sales in their key markets.
We estimated the long-term impact of each business dynamic. During our model validation cycles, we identify the main base-level trends. In addition to baseline dynamics, we evaluate business dynamics, media and events. Media effects are analysed at the channel, product and campaign levels. The estimated media impact represents the incremental effect of media, adjusted for all relevant factors. Our analysis revealed that the client’s pricing has become increasingly less competitive, leading to a significant loss in baseline sales.
Marketers often question the impact of a specific budget: does increasing the budget lead to significantly more conversions, or have the media channels already reached their full potential?
With our Campaign Comparison Tool in the Media Scenario Planner, you can quickly compare campaigns at a glance and evaluate their figures side by side.
Campaigns planned in the annual strategy often need to be adjusted before launch or even during their runtime. This can happen due to budget or target changes, underperformance or shifts in the market.
Using our optimisation assistant, Oppie, within the Media Scenario Planner, we optimised a planned social media campaign. By identifying cross-channel opportunities, we increased conversions slightly by reallocating budget from TikTok and Instagram to Meta.
Defining the right balance between online and offline channel spending is a complex challenge. Marketers often lack comparable metrics, work in separate teams or use channels for different objectives. One of our clients asked us how to determine the optimal split between TV and Social Media investments.
We developed three distinct media scenarios for this case. Scenario 3, allocating €150,000 (75%) to TV and €50,000 (25%) to TikTok, is projected to deliver the highest number of conversions—approximately 35,000.
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