Your media is the guest list to a party and the host is your audience. They set the list and own who can come to said soiree. Of that list:
Owned media: VIP invite
Earned media: +1 who takes things to the next level
Paid media: Stumbles in with party favors
We know a thing or two about throwing parties on behalf of brands. When it comes to media, we just don’t think many agencies are doing it well.
So when it comes to media it means we activate the following strategies on behalf of our clients. Of course, these are tailored by specific need. Everything starts and ends with measurement. We assign clear KPIs to every deliverable, but don’t believe in waterboarding with data.
Clear objectives get clear results. Testing is at the core of what we do and experimentation is everything to chase down hypotheses and make the truth known.
Programmatic, set-it-and-forget-it buys were the soup du jour of an era gone by. You’re getting inundated with a bunch of lame party crashers saying lame things in their lame corners.
Small ad buys get small results. Small formats make creative look… small. That’s not to say there isn’t a place for banners, paid social, and the like, but if it leads your media buy you are burning dollars. While small ad formats tend to see CTRs 2-3x higher than standard formats, nearly 75% of people didn’t mean to click on the ad.
Our role is to make a brand look good. That means making the most of the space you occupy. This also means not blasting ads wherever they fit. It cheapens the brand and causes the brand to fade into all the other noise out there.
We create everything based on audience. That includes placement. Creative is everything and even the most “well-placed” ad is equally as effective as great messaging that never gets seen. Our audience-based approach to ad placement, means we use tools like MRI/Simmons, GWI and ComScore to determine which sites our audience is most likely to be on, and buy them programmatically for efficiency and effectiveness.
Good creative makes memories. It meets people in real life where they are. Sometimes that’s a screen (a lot of times, it isn’t). If we aren’t going out on a strategic limb, we aren’t doing our jobs. But at the same time, we have to congregate the right audience to appreciate the risk.
But we don't just say we make an impact. We prove it through wicked smart measurement. And then we get smarter, so we can do it even better the next time.
(Graphic courtesy of the Nielsen Company.)
We believe in investing 70% of media spend in proven channels. To iterate on those channels. Channel the channels. Generally, doubling down on what works to keep the baseline, baseline-y.
30% of your spend should be an experiment. Platforms you’ve never tried, but always wanted to. Non-traditional approaches to targeting. Turning a skyscraper into a billboard. The great news is that anything can be captured with divergent thinking so it behooves us to always try new things in service of cracking business wide open.
Frameworks are just starting points. Media without creative is white noise. Instead, we offer fresh perspectives and killer creative to captivate your audience. We’re in it for impact, not just measurements.
So that’s what we aim to do: Lead with the placement of great creative to people who will be receptive to it. SixSpeed is all-in on measurement. (But just because something can be measured, doesn’t mean you should.)
The intersection of people, brand, category, and culture is the sweet spot. It’s the strike zone we aim to hit that makes creative compelling in the market. We know where the right people are. And we are excited to disrupt a space that has so much potential for brands to grow.
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