Media Strategy

Media Strategy

With the advertising landscape becoming ever more fragmented, a well researched and articulated media strategy is arguably just as important as the core brand or product message. 

Rogerwilco’s media strategists are here to make sure that you reach the right audience, at the right time with the right message in the most effective way to minimise your spend while maximising revenue. 

And while we’re a digital first agency, most of the campaigns we work on are fully integrated, so we’ve curated a network of likeminded, trusted partners who provide inputs on planning and buying traditional media inventory such as television, radio and OOH.

As will all of our strategy interventions, we assemble a multi-disciplinary team when crafting media strategies, bringing together brand strategists, creatives and data and analytics experts to sit alongside the media specialists to ensure that our resultant media strat is centred on effectiveness.

Business goals

An effective media strategy starts with a clear analysis of your business goals. Regardless of whether the objective is to drive brand awareness, generate leads or increase e-commerce sales, key performance indicators (KPIs) and overall business targets need to be understood upfront.

Market and Audience Research

With clear alignment on what the primary objectives, the next step is to validate how realistic these are. We have an evidence based philosophy when it comes to media planning and the various tools and platforms we have at our disposal (social media publishers, social listening tools, audience insight platforms and third-party market research reports) help us identify where your audience spends its time, how it interacts with content and how much it’ll cost us to reach them.

Channel Planning and Budget Allocation

With audience insights in hand, it’s a relatively straightforward job to map out the optimal mix of digital and traditional channels. This could include:

• Search engine marketing (SEM) like Google Ads or Bing for intent-driven targeting.
• Paid social media advertising which’ll likely include Meta, LinkedIn, TikTok, YouTube or X.
• Programmatic display and video which we use for awareness and retargeting - as well as running through conventional digital channels our programmatic desks also allow digital OOH.
• Influencer marketing.
• Email marketing.
• Content marketing which includes organic social (static, animated and video) as well as blogs and infographics to enhance SEO.
• Print
• Broadcast
• Out of Home and broader ambient media

We’ll assign budgets to each channel based on a range of factors which could include CPM and CPC for reach, ROAS or CPA for conversion or derived from a flat rate card. These budgets will ultimately be determined by whether the campaign objective is around brand building (upper-funnel) or performance-driven (lower-funnel). We’re big fans of what the marketing industry is increasingly terming Bothism - a space where long term and short term activities support each other to drive sales .. you can read some of our thoughts on this topic here.

In all cases we commit to absolute transparency with clients and do not put mark up or take publisher rebates on media costs. 

Creative Alignment

As we involve our creatives from the outset, clients can be assured that our media strategy will integrate seamlessly with our conceptual thinking and the assets we roll out. Indeed, one of the major advantages of working with an integrated agency like Rogerwilco is that our teams collaborate from the get go, speeding up and creating efficiency in both planning and execution. We’re also able to pivot fast, creating new assets to replace those that underperform in our tests.

Media Buying, Setup and Go Live

Once the plan is approved, our production teams set campaigns up - you can read more about our performance marketing services here. Their role includes configuring ad platforms, setting targeting parameters, loading creative assets, implementing tracking pixels and ensuring integration with analytics tools like Google Tag Manager or Meta Pixel.

Media buying is done either manually or through programmatic platforms, depending on the complexity and scale of the campaign.

Monitoring, Optimisation, and Reporting

Although the core strategic work may precede the launch, there’s an ongoing role for our media strategists in collaborating with our campaign managers and data scientists to monitor and optimise activity in real time, adjusting strategy as appropriate and delivering insightful, actionable reports and dashboards.