What We Do > Performance and Paid Media
What Is It?
Performance media is a method of compensation where the purchaser pays only when there are quantifiable results. Sherlock uses performance media in media planning and buying to ensure that the actions of target consumers translate into increased product or brand awareness and increased revenue for our clients. We use multi-channel platforms including digital exchanges, biddable media and addressable ad units.
Paid media, where advertisements drive traffic to owned media, enables content promotion and an increase in our clients’ 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 the internet has presented alternative options.
Pay Per Click (PPC) is a popular format with search engine advertising and involves bidding on keywords which are then displayed above organic search results. Other online options include influencers, display advertising and social media ads.
The benefit of using paid media is the immediacy and ability to use and control as needed, meaning that budgets can be scaled and return on investment can be tracked. At Sherlock, we understand that creating more exposure by selecting the right third-party platforms is key. We have ample experience in increasing exposure while driving traffic to clients’ website and social media platforms.
Performance media focuses on audiences, so media planning – knowing where, when and how to best engage – is essential. Mobile phones are increasingly used around the world as a web browsing device and Brazil is no exception, with almost 80% of the population owning a smartphone. They are a crucial platform for directly engaging target consumers as they can support pay-per-click and pay-per-call plans. Sherlock has the extensive Latin American expertise necessary to strategically identify which channels are most appropriate at any given time. Our integrated planning approach allows us to capture and convert intent at scale.
How Can We Help?
The main advantage of using paid media is the ability to measure success using data-driven insights and the Return on Investment (ROI) attribution. At Sherlock, a vital part of our strategy is working closely with our clients to understand their product, business model and objectives. With the overall aim of increasing sales of a product or service, we can build brand awareness, increase social media engagement, email opt-ins or drive website traffic for our clients.
Data gained from reviewing clients’ channels can be used to evaluate their digital influence on and offline. This enables us to assess performance and opt 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.
To maximise performance, we then create an adaptive media bid strategy using factors such as device location and previous customer interaction so we can target desired audiences directly and increase their brand awareness. We also produce innovative paid media creative content designed to attract attention from those target audiences.
Ensuring Great Performance
We set Key Performance Indicators (KPIs) to establish how we measure campaign impact and deliver ROI for our clients, which enables us to optimise impact. Examples can include:
- Impressions and total reach: 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 are very different to 50 million earned media impressions and again very different from impressions gained from a native advertising campaign.
- Social engagement and shares: 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 on increasing brand awareness, and it’s instrumental in evaluating how well the messages are performing on each platform.
- On-site Conversions: this points to the actions we want the target consumer to make, such as website opt-ins, email registrations, and survey responses. The overall aim is 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 a value to these leads based on the percentage that buy the product or services.
Sherlock Communications is a multi-lingual agency with the expertise to create flawless local and global campaigns. We leverage our local industry knowledge spanning across Latin America in connection to our global network for a successful 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. Our focus is on solving our clients’ challenges, and we seek creative, innovative ways to tell their stories to those that should be hearing it.