Media Management

Media Buying

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.

Media Optimization

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
  • Kenshoo

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.

Learn How MPG Can Help Improve Your Advertising ROI

Media Management
Account Management
Media Buying
MPG has played a key role in the success we have achieved over the past three years at all three Gila River Casinos … and in the fantastic Grand Opening of our newest casino, Vee Quiva Hotel & Casino. Your team at MPG has been available 24/7 and thoroughly understands the fast-paced environment in which we operate.
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Joel Rovics

Corporate Director, Marketing, Gila River Gaming Enterprises
Since we hired MPG, we’re more confident in the quality of our ad plans. We know our advertising is growing our business.
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Louis Rippner

President, Compass Furniture
MPG’s knowledge of both traditional and Internet marketing has been a perfect combination for our business.
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Gene Graham

EVP, JK Harris & Co.
The value-added media promotions MPG developed for us have made our in-store events extremely successful.
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Larry Deutsch

MPG consistently develops the most strategic and innovative business plans designed to accomplishment your goals and objectives. They utilize the newest technology, the latest media concepts and the most comprehensive list of resources. I have 100% confidence in their approach to marketing and media management supported by their flawless execution, research and analysis.
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Susan O’Connell

Executive Vice President/COO, Pearl River Resort
MPG has been [a] true partner in every sense. The plans they delivered were always strategic and they continually strove to explore or create new media opportunities that gave us unbelievable coverage, for very little cost. The MPG team is smart, quick-thinking and the fact they can keep pace with the changing needs of our casino is a testament to their dedication. MPG rocks!
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Susan Scheirer

Dir. Of Advertising & PR Seminole Hard Rock Hotel & Casino
You guys [MPG] are five-star in your field!
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Richard Kline

VP, Operations, CMS Group, Inc.

Recharge Your Media Plan.

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