Micro Market Media®
Most media campaigns are designed around a local or national focus. The media industry simply doesn’t accommodate an efficient way to place campaigns for regional advertisers.
At A3 Media we have designed trademarked buying processes that are a hybrid of local and national placements, in order to bridge the gap for regional clientele.
Regional advertisers have specific challenges when seeking cost savings with local media outlets and finding an ad agency that doesn’t take short cuts. At A3 media we intimately analyze each market and target audiences that a brand wishes to reach. We approach every available media outlet, across all desired markets, across all required mediums.
This diligence is what enables us to engineer the most effective and efficient media plans that help your business succeed.
We do not use rep firms to make our jobs easier and make your cost savings disappear. We negotiate on a local level and utilize campaign metrics combining deliverables uniformly across multiple markets.
This is done through our unique buying methodologies called Micro Market Media®. These buying processes remove the restrictions for regional clients to be forced into a local or national platform, instead these methodologies give clients both the strength of national buying capabilities and the control of local market pricing.
Micro Market Media® is what makes A3 Media regional and mid-market media experts. That’s the A3 Advantage.
Data is available everywhere. The toughest challenge is sifting through the mountains of information to determine which pieces are the most relevant for your campaign. Tying disjointed markets or external media assets with digital or Retail Media Network assets is even tougher. Advanced data software has the algorithms to help make the best decisions. In most cases, this is a false assumption. Software is a tool that cannot replace facts and common sense. Automating these processes saves time and energy, but the software is only as good as the information input. Since many media software uses probabilities, when inaccurate measurements are introduced, your campaign strategy can be off target. Our analytical staff carry certifications from Cornell, UCLA, and other institutions that lead the pack in marketing data and analysis science. But it’s our experience, common sense, and proprietary software that separates us from other agencies.
Media Planning & Buying
Any agency can place media buys for a client. However, formulating the best-layered plan and negotiating a better campaign requires more – it requires digging deeper and uncovering unusual media opportunities. Then it’s understanding how to blend them that will deliver the plan you need and not waste your budget. We’ll gather and research every opportunity available in each market and in some cases, formulate new ones. We understand stiff competition exists between external media outlets and Retail Media Networks and leverage that knowledge to create advantages for our clients. We work harder and smarter to devise plans that will gain the proper audience. Superior negotiations begin by understanding the composition of every media option available and leveraging that information to provide the highest value for our client’s investment.
The arrival of 5G brings greater speed and the ability to connect devices everywhere. Having the tools and expertise to compete in the era of 5G will affect your marketing plans. With four mobile patent applications to our credit and more than a decade of experience, A3 Media is one of the few agencies that understands the language and benefits of mobile for our business.
Most agencies buy programmatic, digital advertising through a “DSP” Demand Side Platform. Despite its convenience and cost-efficiency, DSPs are highly susceptible to ad fraud. In addition, you never know when or where your ad will appear. With Micro Market Media® buying, A3 Media carefully investigates every digital publisher to determine which sites meet strict guidelines on audience composition, delivery, and fraud prevention. In addition, cross-media contamination can occur when merging outside digital tactics with internal Retail media Network tactics. Our process, software and block chain availability guarantees our clients a layer of protection while enabling us to select precisely where and when your ad will be placed.
Social & Influencer Marketing
Marketing through social media platforms can be very successful. However, new tech advancements alter the scenery constantly. Due to the ever-changing digital ecosystem, our specialists remain current on all technical and stylistic trends. They are mandated to continue with higher education quarterly, are certified, and accredited across all social platforms, and must continually update credentials in this constantly evolving ecosystem. Utilizing strategic content, in-depth levels of behavioral, and geographic targeting, and the assistance of one of the largest influencer dashboards, (220K influencers and counting) our experts have the experience, ability, and tools to maximize social media engagement for your brand.
Apart from national TV, television markets are not connected. When a regional client needs to purchase multiple TV markets, their agency must do so through individual, local market buys. Unfortunately, this buying pattern does not provide any volume discounts to regional businesses. Purchasing in this manner creates unequal measurement metrics due to their market size differences. No one market audience is equal to any other. To help our regional clients purchase multiple TV markets more efficiently, A3 Media created Universal Regional Networking (URN™). With URN, our clients buy the markets within their footprint that deliver national cost efficiencies and create a uniform measurable metric.
OTT and CTV
Over-the-top (OTT) advertising has become a key component in today’s media landscape. As chord cutting overtakes cable and traditional broadcast, people are consuming more content on OTT and connected TV (CTV) devices. Combining first-party data and third-party data activity is difficult. With our highly capable software dashboard, we supply our clients with OTT, and streaming media opportunities that provide traditional demographic targeting capabilities and don’t overexpose opportunities and waste budget.
Agencies that represent regional businesses that wish to purchase multiple radio markets traditionally go through rep firms or corporate channels. These tactics are easier for the agency but not beneficial for their clients. Using corporate channels leaves gaps in a media plan by missing what may be preferred stations. Micro Market Media® buying provides our clients with the ability to purchase multiple radio markets locally. As a result, our clients secure the appropriate stations in each market, with better rates and placements than going through corporate channels.
Nearly every agency that purchases multiple outdoor markets goes through an outdoor company’s national sales office. The same scenario typically happens when retailers place you inside their Retail Media Network. They gather limited choices while local offices retain prime inventory for their local clients. A3 Media created Run of Choice (ROC™) to help our clients purchase outdoor advertising more effectively. ROC™ allows our clients to have access to the best inventory from all out-of-home companies in each market through local account executives. Utilizing key metrics and specialized software, we select from their best offerings and have them compete for your business. Our clients don’t suffer from under or over-exposure and typically our clients secure placements 35% – 50% below market rates while increasing their brand’s voice without overspending.
Most media buys are based solely on rating points or impressions. Unfortunately, media outlets oversell their inventory, and many ad placements cannot run as contracted. In addition, most agencies are not equipped to accurately derive the correct balance of reach, frequency, and unique users, particularly when balancing out-of-network and inside Retail media Networks cris cross campaigns. Consequently, agencies are forced to move placements to different positions that usually are inferior to those initially contracted. Our team of specialists using a multi-step process meticulously ensures each ad placement will run as contracted or it will be replaced with an ad of equal to or greater value, and our software can adjust and track actual campaign results against contracted expectations.
Micro Market Media® is a unique buying methodology that has been evolving and perfected over the past 25 years. These case studies prove exactly how effective it is.
Being in an industry that changes rapidly, we understand that continued education is a necessity. Each member of the A3 team is required to enroll in additional industry studies every quarter.