Digital Media

Planning Digital Media

When responding to a brief, we utilise our in-house planning process, Pulse by Yango, to understand, connect with, and deliver outcomes for our target audience.

We start by deeply understanding our client’s businesses, their media mix, and in particular their current digital presence in relation to the businesses’ overall goals. This foundational step ensures that we develop a digital strategy that’s perfectly aligned with client needs. Being able to understand a business need and apply it to a measurable digital media objective is imperative in determining the success of a campaign.

Here at Yango, we are people-focused and results driven, meaning we value the importance of getting curious in order to fully understand our clients, the audience, and the marketplace when planning our digital media approach. We utilise various planning tools to identify our audience, their interests, their behaviours and most importantly how they consume media online. From here we then distill the key insights from this research in order to effectively identify and plan the most effective digital media channels to incorporate into our proposal.

Using an audience-first approach, we utilise data and media expertise to agnostically select the most relevant channel to place ads in bespoke creative formats that best suit each unique environment.

As a full-service, agnostic media agency, we select digital channels and platforms based on client needs; whether that be across Social Media, Affiliates, Paid Search/PPC, SEO & Content, Display, Mobile, Video, Native advertising or even newer digital channels such as Digital OOH. Having expertise across all of the relevant platforms and channels in-market (plus a number of additional technologies and data partners) as well as strong relationships with all digital publishers, means that we can find any audience, across any environment, when they are at their most receptive. Ultimately, our approach reduces cost per outcome and improves efficiencies in an environment where advertising is becoming cluttered and costs are rising across the digital landscape.

This approach allows us to plan the best combination of digital platforms and strategies to meet the needs of the brief. Each has different strengths as well as a range of ad formats and access to audiences, as well as integrations with different data partners and technologies. We continue to constantly test new techs and platforms across the media plan to ensure that we are always gathering learnings on what works best for each digital media brief.

Once we have identified the most relevant digital channels for our campaign, this will inform the creative and formats which we recommend to ensure we are reaching these audiences effectively in the most engaging environments. Digital media is a very cluttered space with advertising placements and channels being introduced constantly and audience’s attention spans reducing over the years. This makes it crucial to have compelling creative that resonates with your audience and maximises visibility through platform algorithms. With extensive experience across all digital platforms and their creative placements, our approach ensures that your campaigns can make a strong impact, effectively communicating your brand’s message to ultimately achieve your business objectives

We consistently guide our clients through platform best practices for creative content and for achieving their goals, ensuring ads reach consumers when they are most receptive across any format or placement.

Buying Digital Media

Controlled automation

Our approach to buying this digital media revolves around the concept of Controlled Automation – this involves setting up our campaigns manually in line with Yango’s best practice so that we can best utilise the most effective automation and AI features available within various platforms. By balancing audience targeting/personalised messaging with the scale that machine learning systems need to operate effectively, we can deliver great results across the rich targeting data available on social platforms. By implementing 100% of our campaigns in house and utilising our best practice; providing the right framework while remaining flexible across all environments, audiences, and ad formats; we can deliver the most efficient outcomes for our campaigns and business objectives.

Programmatic expertise

Programmatic buying makes up a significant part of our digital media buying. Our Agnostic approach allows us to set up campaigns and optimise budget across numerous platforms to ensure the best results for a campaign. Efficiencies are often made through buying digital media across multiple channels within the same platforms however we are also able to tap into different platforms in cases where this is not possible due to fragmented inventory. Our wealth of experience in buying programmatically ensures that we can be tactical, agile and fluid in how we target our audience.

Direct buying through publishers/partners

Strong partnerships with publishers enable us to buy digital media direct, opening up the most premium of inventory on specific websites/content and allowing us to run advertising in unique environments across high-impact creative formats (homepage takeover, immersive mobile ad units, etc).This approach allows us to complement our programmatic audience buys with a more premium and contextual way of reaching our target audience – balancing out efficiencies and impact.

Our approach to data 

In addition to platform data. we use market leading 1st Party Data Solutions (such as Customer Data Platform integrations) and 2nd/3rd Party Data Partnerships to bolster our targeting capabilities and utilise adservers to ensure audience addressability across all channels – leading to the best results.

In today’s fragmented and privacy conscious digital world it is more important than ever to have access to a range of audience data and targeting capabilities to improve versatility and decrease the risk of relying on a single channel or data source.

Optimisation & Measurement

We leverage Rubii, our proprietary campaign management platform, to seamlessly integrate data from digital media channels; including social platforms, programmatic DSPs, Online Video platforms and partners (across BVOD AVOD, SVOD, etc.), mobile and DOOH partners (amongst others), as well as from analytics and adserving/verification tools. Rubii generates a real-time dashboard that offers valuable insights into which platforms, strategies, and creatives are performing best across all of these touchpoints.

This holistic view allows us to benchmark digital advertising performance at the tactical level, comparing it not only against other platforms, but also across other channels like search, display, and video. By standardising metrics from multiple sources, we ensure a comprehensive and consistent approach to analysis and optimisation – providing real-time insights and transparency for both us and our clients – ultimately driving better results as we can make fast and informed decisions around where to invest our digital media budget most effectively. We can also design and consult on reporting and data needs within your organisation.

Why Choose Us?

We are a team of data and technology driven media professionals with digital at the heart – passionate about driving business results for you. Understanding the critical role digital media plays in your overarching marketing mix, we collaborate with you to create a customised approach tailored to your unique business needs and goals.

We have access to all of the best tools, platforms, audiences, and data sources in market; while constantly exploring new and emerging solutions and educating you on their strengths and best uses. With over 10 years of experience and a commitment to staying ahead of industry trends, our team ensures you’re always equipped with cutting-edge practices that drive real, sustained business results.

We pride ourselves on delivering high-quality work and maintaining honest, transparent client relationships. Our focus is results-driven, aiming to enhance your online visibility and fuel revenue growth.

What can we do for you?

Ready to take your presence to the next level and drive sales for your business? Contact us today to learn more about our services and how we can help your business succeed.

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FAQs:

What is Digital Media Advertising?

Digital media advertising refers to the use of digital platforms and technologies to promote products, services, or brands. It encompasses a wide range of online channels where businesses can reach potential customers. This form of advertising leverages the internet and digital technologies to deliver targeted ads to specific audiences based on various factors such as interests, demographics, and behaviors.

Which is considered Digital Media?

Digital media refers to any type of media that is created, stored, distributed, or consumed using digital technologies. It encompasses a wide range of content formats and platforms that rely on electronic devices such as computers, smartphones, and tablets to access and engage with the media. Essentially, digital media is any content that exists in a digital form rather than a physical or analog format.

How much does Digital Media Cost?

The cost of digital media can vary widely depending on the type of media, the platform used, the scope of the campaign, and the specific objectives you’re trying to achieve

Digital media is a form of media that stretches across numerous channels throughout the whole purchase funnel – from awareness through to conversion and retention. Due to this, the costs can vary quite a bit depending on the platform, channel, audience, formats, and your goal. Each channel/platform has a variety of different pricing models for their solutions, and we’ll take this into account when recommending the right solution for you to ensure that you get the most bang for your buck to achieve your marketing and business goals.