MEDIA PLANNING

Analysis That Leads to Action

Whether they’re watching TV at home, or streaming digital video on the go, your message will connect with your audience.

Strategic media planning and buying are at the heart of what we do at Icon Media Direct.

We’re obsessed with helping you reach your target audience when and where they are most responsive. Whether they’re watching TV at home, or streaming digital video on the go, your message will connect with your audience. We partner with your creative teams to ensure direct response best practices — like Demosuasion®— are followed that will maximize ROI.  Demosuasion® is the practice of demonstrating in order to persuade which motivates the audience to take action. This ensures that when we reach your audience, your message leaves a lasting impression. We’ve done it for top brands like OxiClean, Nutrisystem and Proactiv and we can do it for you.

Our media planning utilizes a three-pronged approach that takes into account consumer research, competitive analysis and our proprietary Icon database of historical results.

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Consumer Research

We take a deep dive into what your audience looks like from a demographic standpoint and also, what makes them tick, psychographically. We know that not all Women 25-54 have the same viewing habits and interests, so we dig deeper to further segment what makes your customers unique and create a plan that reaches your audience.

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Competitive Analysis

We keep close tabs on what your competition is doing. By analyzing their messaging and media strategy, we can learn how to differentiate our clients in the marketplace. Our competitive analysis yields insights that help shape a more disruptive, results-focused approach to your media plan.

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Icon Database

Our secret weapon comes in the form of a database. Sounds kind of boring right? But when you think about the power that the knowledge of our 19 year history, across dozens of industries and hundreds of brands provides our planning team, you won’t think it’s so boring after all.

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Negotiate

Because of our media buying team structure, when our buyers come to the negotiating table, they come with the ability to buy across all of our clients, not just one single account and that makes a big difference in how much clout we have. Whether we’re buying upfront, scatter, filler or non-preemptible, we know what, where and how to get the rates we need to deliver to our clients. We also pride ourselves in negotiating value-adds whenever we’re at the negotiating table to ensure we’re delivering as much value as possible to our clients.

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Opportunistic Buys

Often the first to get the call when fire sales and last-minute opportunities arise, our nimble team is able to capitalize on opportunistic buys. With our finger on the pulse of each network and provider, we know when it’s best to commit or push for more competitive opportunities. We are wired to relentlessly negotiate an outcome that maximizes your exposure and exceeds your expectations.

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Optimize

Once we set your media plan into motion, our work isn’t done. We know that circumstances are ever changing, and events happening in the world can impact consumer response. So we continually monitor and optimize your plan away from lower performing placements into higher performing placements. This delivers results that continue to perform throughout your campaign and the duration of the year.

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Scrub

We scrub, validate and dedupe until we know we’re dealing with only relevant data and have identified outliers that could skew results artificially.

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Standardize

Then we make adjustments necessary to account for airings across the country that happen at different times.

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Attribute

Once we have clean, accurate data, we can get down to the business of attributing responses to each spot airing to optimize our media plans from a network, program and daypart perspective.

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Report

Our clients have access 24/7 to their data through customized dashboards where our clients can see cost per visit, cost per acquisition, spend analysis, clearance and any other relevant data to help them make decisions to drive their business.

Media Planning

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Media Buying

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End-to-End Attribution

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The latest blogs in Media Planning

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How to Choose the Right TV Media Agency

With so many different types of agencies and options for buying media, how do you know who to partner with? There are branding agencies, direct response agencies, brand response agencies, integrated agencies, 360 agencies, and many times you can’t figure out what the difference is.  First you need to figure out what your objectives and

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Committee Corner: Programmatic, Problematic?

[As published in the DRMA Voice, a publication for the Alliance for Performance-Based Marketers] In today’s evolving media environment — wrought with seemingly daily progression in technological advancement — marketers often feel as though they’re racing for victory on a track showing no finish line. Customer and response data aggregation has become a foothold for

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Ready to change the game?

At Icon Media Direct, we’re experts at media buying and planning, and at relationships too. Some of our largest clients are also our oldest. We pride ourselves on clear communication, killer ROI and an ongoing commitment to disrupting norms to get your brand the attention it deserves.
Contact us to learn how Icon Media Direct can increase your brand’s profile and your bottom line.