Making Every Media Impression Count
The best way to ensure you’re maximizing the results from your media plan is to use an agency that specializes in media buying. Unlike traditional full-service agencies where media buying is often an afterthought to creative, at Marketing Performance Group, media buying is at the core of what we do. It’s where our expertise lies. Many people at creative agencies don’t consider media buying all that “exciting.”
We disagree! We think that enabling our clients to reach more of their target market, while gaining better control over their ad spending, is very exciting. MPG buyers put every dollar of your media budget in the right media channel, platform and products to effectively deliver your casino brand, promotion, event and amenity messages to players and guests at the right time, in the right way at the most efficient rates.
MPG’s approach to media optimization varies by media channel/platform as well as based on the campaign objectives (top-of-funnel awareness campaigns vs. lower-funnel performance campaigns). In addition, as learning and optimizations are fueled by different data providers and require different levels of data, the kinds of optimizations vary through the lifecycle of campaign. However, despite the different platform- or channel-specific tools being used, the optimization objectives consistently fall within similar patterns and cadences dependent on frequency.
For ongoing campaigns MPG employs real-time optimization leveraging machine learning tools to ensure campaigns continue to achieve budget and performance expectations. These include:
- Basis MLO
- Facebook MLO
- Google Smart Bidding
On a weekly basis, we reallocate budget against highest performing tactics, turn off under-performing ad types/sizes, change dayparting or frequency settings and make keyword-based optimizations. At this level, we apply cross-channel learning, and consider reallocation of budget between channels, based on KPI performance. We also make changes to dayparting or serving/frequency settings, based on budget pacing. Finally, poorly performing “outlier” campaigns are called-out to enable further research on potential technical issues.
On a quarterly basis, we evaluate overall campaign performance and adjust the campaign strategy and partner usage (display) to improve future efforts. As appropriate we test new creative or ad copy or consider different ad forms to build campaign effectiveness. All effective campaign settings are saved in each platform to allow accumulated optimization learning to carry forward.