Performance
Paid Media
Planning and buying across platforms, with one person accountable for the whole number.
The problem
Splitting media across agencies by platform guarantees that nobody owns the total. Each partner reports a healthy figure for their slice, the figures sum to more conversions than the business actually had, and the overlap is invisible because no one is looking at it.
Precision
How the work actually runs.
Plan against the buyer, not the platform
The media plan follows how the purchase decision actually gets made, then chooses platforms to match.
Buy with one hand
A single team across search, social and video, so overlap is designed rather than discovered.
Deduplicate honestly
Reported conversions reconciled to actual orders before anyone celebrates.
Evidence
Measured in the client’s own systems.
Questions
Answered before you ask.
Do you take media commission from platforms?
No. We are paid by you, which keeps the recommendation about your return rather than our margin.
Can you work alongside our existing agency?
Yes, and it works best when the split is by market rather than by platform. Splitting by platform is what creates the overlap problem in the first place.
Related
Also in Performance.
Precision
The rest of Performance.
Innovation
Related thinking.
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Growth
Start with the numbers you already have.
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