Digital media strategy

Buying digital media well is less about the channel mix than about knowing exactly what you pay for: which audience, in which context, measured how. We help advertisers and agencies make those choices with a clear view of how the sell side works.

What we do

• Digital media strategy and channel mix, starting from your business objectives and your own data.
• Reviews of media plans and agency proposals, as a second opinion.
• Partner and publisher selection, requests for proposals and agency tenders.
• Campaign set-up: targeting, formats, tracking, brand safety and viewability requirements.
• Measurement frameworks and post-campaign analysis.
• Training for marketing and media teams.

How we work

We start from what you want to achieve, not from a media owner’s rate card. Because we also work for publishers, we know where the value of an offer really sits: in the audience, in the context or in the data behind it. That helps us ask publishers the right questions, compare offers fairly and spot what a proposal leaves out.

Siska Truyman leads this work. She was head of digital at Omnicom Media Group from 1997 to 2011, then worked with Plan.Net Benelux, Mediabrands and Mondelēz International.

Typical requests

• A brand preparing a media agency tender wants an independent view of what to ask for and how to compare the answers.
• An advertiser wants to understand why a campaign under-delivered, and what to change next time.
• A marketing team wants to bring part of its digital buying in-house and needs a plan and a short training.