What We Do > Performance and Paid Media
What Is It?
Performance media is where the purchases pays when there are quantifiable results. Sherlock uses performance media, in media planning and buying, to ensure our clients target consumers’ actions translates into increased product or brand awareness and increased revenue.
We use multi-channel platforms including digital exchanges, biddable media and addressable ad units. We also use paid media which is paid advertising driving traffic to owned media, since it enables content promotion, increase our client’s brand or product exposure, reach and recognition.
How Does It Work and What Is The Benefit?
Traditionally, there are three main channels of paid media – TV, radio and print advertising – but online has presented alternative options. Pay Per Click (PPC) is a popular form particularly with search engine advertising. Advertising bidding on keywords displayed above the organic search results. Other online options include influencers, display advertising or social media ads.
The impact of using paid media is the immediacy, ability to control and used as needed, meaning that the budget can scaled and return on investment can tracked. Sherlock understands that a key benefit is to create more exposure by selecting the right third party platform, used by the target audience. We have the experience in creating more exposure while driving traffic to our clients’ website, social media sites etc.
Performance media focuses on audiences, so media planning knowing where, when and how best to engage is essential. Globally mobile phones are increasingly used as a web browsing device and Brazil is no exception. Hence, they are a key platform to engage directly with clients’ target consumers as can support pay per click and pay per calls plans. Sherlock has extensive Latin American expertise in both the strategic and tactical experience identify which channels are the best to be use at the right time. Our integrated planning approach allows us to capture and convert intent at scale, using search marketing serving intent, display or social stimulating intent.
How Can We Help?
As a key advantage of using a paid media strategy is the ability to measure success using data-driven insights and the Return on Investment (ROI) attribution. At Sherlock a key part of our strategy is working closely with our clients to truly understand their product, business model and objectives. These could include building brand awareness, increase social media engagement, email opt-ins or drive website traffic with the overall aim to increase sales of product or service.
As part of this strategy we use data gained from reviewing clients’ channels, our analysis includes the digital’s influence on and offline. This enables us to evaluate performance, optimising out of non-responsive audiences, platforms, keywords and placements. This strategy breaks down channel silos and fosters synergy, aligning the business activities with the business plan.
We then create an adaptive media bid strategy that maximising performance using factors including device, location and previous customer interaction so we can target our clients brand directly to those we want to increase awareness. We also produce innovative paid media creative content targeted to our clients audience, designed to attract attention.
Ensuring Great Performance
We set Key Performance Indicators (KPIs) to establish how we measure any campaign impact and deliver ROI for our clients this enables us to optimise impact. Examples can include:
- Impressions / Total Reach: this is the numerical value of the total number of people who saw the ad or content, representing the total broad reach. Each platform and campaign is different in measuring impression and reach. 50 million social impressions is very different to 50 million earned media impressions and again very different to impressions gain from a native advertising campaign.
- Social engagement / shares: This is another key measurement in ensuring content is being picked up by our clients target audience. It includes social ‘likes’, article comments, article shares and re-tweets. Normally this metric is gained from social platforms but can apply to blog content as well. The aim is focused on increasing brand awareness and it’s very useful to evaluate how well the messages are performing on each platform.
- Cost and Click Performance: Normally used to define and measure digital marketing campaigns pricing models as well as click-through performance. Examples of common paid media measurements KPIs:
- CPM: Cost-per-thousand – payment model where the cost an advertiser pays for one thousand views/impressions of an advertisement
- CPV: Cost-per-view – is a payment from each time an ad is viewed. Normally for video advertising on platforms such as YouTube
- CPC: Cost-per-click – advertiser is charged per click to owned content such as a website
- CTR: Click-through-rate – measuring in percentage terms how many people click the ads compared to the total number of impressions
- CPA: Cost-pre-acquisition – a key metric for ROI, this measures conversions because of the ad campaign in the form of leads captured or online sales made.
- Website Traffic: measuring total web traffic is vital in understanding the ROI of a campaign. Using total clicks, such as cost-per-click campaigns and measured with click-through-rate are a good marker but on-site conversions is key.
- On-site Conversions: this is the actions we want the target consumer to make, being website opt-ins, email registrations, survey responses with the overall aim to increase sales of product or service. Every paid media campaign would include a conversion drive so we can evaluate the ROI from each of the paid media tactics.
- Return on Investment (ROI): this is essential to understand how the paid media tactics are performing. Using the conversions data, we assign value to these leads based on the percentage that buy the product or services.
Sherlock, being a multi-lingual agency has the expertise to create flawless local and global campaigns. We leverage our local and industry knowledge spanning across Latin America and connecting to our global network for a multinational performance.
As an established Latin American agency our media buying influence has positioned us to have unique access to publishers and platforms. This can include R&D opportunities through tech partners and exclusive early pilot inclusion. Solving clients challenges our key focus and we seek creative, innovative ways to tell their stories to those that should be hearing it.