AdConnection

Media Buying - TV

The living room TV is in a period of transition. A growing number of channels, niches and further options brought on by the emergence of the digital world has meant the meticulous preparation of a TV advertising campaign is more important than ever to ensure reaching the right audience at the best price

Our in house TV expertise spans all facets of the medium, from straight spot advertising, pre-rolls, sponsorship through to branded content and online integration. The depth of experience and qualified impartiality here at AdConnection means we can always deliver tailored solutions, manoeuvring under the radar to achieve the best costs

It should be noted that with the proliferation of channels it is now possible to spend alot of money on TV advertising and be seen by very few people. Our experts ensure you have the right blend of coverage build and frequency to ensure the campaign is seen by the right audience the most effective number of times.

DRTV: This is a particular skill to deliver maximum calls or website visits to generate sale. We know the most effective channels, programmes, times of day, position in programme and even position in break to deliver returns, and this is constantly changing due to programmes changing channels, changing timeslots and channels changing position.We are able to:

• Track returns through our AdConnector software
• Provide quick turnaround to change channels and programmes to improve effect
• Source the highest and best converting programmes from our TV and consumer research
• Identify and track successful channels used by the competitors
• Recommend channels we know deliver returns from our experience

Media Buying - Press

Although Press as a medium is often reported to be straining at the seams, it remains a very cost effective method of generating mass awareness and direct response - and it is evolving.

Leading brands in this market are embracing the concept of becoming 'content providers rather than simply newspapers. The best example of a cross media content provider in this section is The Guardian, whose current offering consists of the paper, online, mobile, podcasts, blogs.

At AdConnection we pride ourselves in planning the most innovative & successful Press campaigns. Whether you require a branding campaign, product launch or a direct response campaign, we have the expertise to deliver genuine return on investment.

If an insert campaign is what is required we have extensive knowledge of targeting the titles and regions that work, tight delivery of deadlines and a thorough system for ensuring all campaigns are delivered, accounted for and measured to maximise results

(Our experience pool encourages directors with years of experience to work with the inquisitive fresh minds of the grads. This combination ensures that every new avenue is explored, underpinned by extensive knowledge of what delivers results.)

Upon working with us you will experience higher levels of service, faster turnarounds and improved rates.

• We work right up to press deadlines so any short term/distress space can be re-sized by our in-house production team who are able to make adaptations in a few minutes to benefit from the last-minute rates
• Our tight electronic systems mean that all parties (client, media, title) has the right paperwork and instructions so no mistakes are made

Media Buying - Radio

Podcasts and 'on demand' services have meant radio is no longer just about the 30' spot. This change has rekindled consumers interest in portable audio content, and inspired producers to improve programming and brand identity. Radio stations are swiftly becoming brands centred around content, available on multiple platforms, analogue, DAB, online streaming, events & concerts, social networking and parties. Radio advertising is changing so quickly we should almost change its name simply to audio

Our radio planning includes all layers of the radio stations offering, providing our clients with effective and innovative campaigns:

• Spot advertising
• Sponsorship
• DJ reads
• National or Regional promotions
• Podcasts

The team at AdConnection includes people who used to work within the major radio stations in London. This has given us a unique understanding and knowledge of the best opportunities and the rates in the market.

Media Buying - Outdoor

(The 'Outdoor-Digital' hybrid is yet to fully emerge. Several Frankenstein attempts have been made, but, with the exception of the London Underground, all other attempts have failed due to over constrictive public safety restrictions)

Anything you can put a message on is potential at AdConnection

• Standard large and small posters
• Bus, Tube and Train panels and stations (or any other transport for that matter - Taxis, Lorries, AdVans, special build vehicles)
• Ambient - clean pavement graffiti, eco-friendly clingons, coffee cups, beer mats, washroom panels, curry lids........

In the meanwhile, the standard of sheetage across the UK has been driven steadily upwards, lead by world leaders JCDecaux, with increasing digital opportunities to enable you to

• Switch creative by daypart - one message in the morning, one in the evening
• Update creative for new prices/offers

(Outdoor can be used as a massive powerhouse in branding and awareness, or a subtle ambient addition to guerrilla style messages.

With so many options in the Outdoor market, is it important to speak with experts with genuine experience and understanding of the strengths and weaknesses of the medium. Here at AdConnection we employ people who have worked for a number of Outdoor contractors, giving us a unique and informed view of the opportunities available to our clients, and the best rates.

There are more opportunities to use outdoor for response campaigns too, with separate urls or phone/mobile numbers, bluetooth technology or careful measurement, we can track return on investment and ensure the campaigns are delivering returns

We have targeting and mapping software in house to ensure you deliver the tightest campaign relevant to the audience with creative solutions to give further standout and further value

Media Buying - Digital

The digital landscape-s growth has created an ever expanding range of options for a brand looking to connect with their audience. In a fragmented marketplace, making the right decisions requires an even greater focus on consumer and technological insight.

The AdConnection team of dedicated digital specialists are able to steer our clients through sometimes unfamiliar terrain delivering both cost effective and innovative solutions

At the core of all planned online activity lies our focus on optimisation, return on investment and evaluation. This is fully integrated into the full communications strategy across all media.

We have been able to improve returns from digital investment for our clients across

• Search (PPC and SEO), display advertising (CPA, CPC or CPM models) and more integrated sponsorship and social network solutions

through

• Our in-house tracking and optimisation systems to maximise return
• Our evaluation brandwatch to track your brand-s mentions and conversations online
• Creativity and standout to deliver results

Testament to this being our recent nomination in the consumer goods category of the NMA effectiveness awards 2009 for our client Wagamama

Media Buying - Cinema

For the most part, consumers are not loyal to cinema as a brand, they are interested or sporadically loyal to the content that it provides.

Whereas a loyal consumer of MenÕs Health will continue to buy the magazine even though a couple of issues may not have the most interesting editorial, the average cinema goer will not just go to the cinema to see a film which is of no interest to them, on the big screen.

Although the ritual of going to the cinema is part of the experience, if the content is not up to scratch then the audience will not come.

Cinema as an industry is therefore at the mercy of the content providers. Luckily for cinema, the film industry is experiencing a blockbuster year, with admissions up 16% yoy.

The combination of such an opt-in medium in an environment conducive to relaxed and focussed viewing makes cinema one of the most impactful of all media.

Our careful attention to detail and knowledge of future film releases allows us to plan targeted campaigns for our clients.

Media Buying - Direct Mail

When direct response is the sole key performance indicator, and the product is right, then Direct Mail can be the perfect delivery mechanism.

At AdConnection we are experts in the careful planning and optimisation of DM campaigns - from macro regional to national.

The ACORN targeting facility also allows us to target people, not simply by geography, but by social demographic groups.

At AdConnection we have extensive experience in planning and buying DM campaigns which consistently over deliver on our return of investment pledge.

The perception that mail through the door is no longer effective has been disproved by our successful campaigns, we advise on creative and standout approach which is so key for this market, as well as accurate and precise targeting to maximise effect

Door-drops is also a key in-house expertise

We choose the best distributor and ensure tight targeting to ensure maximise response

We have mapping and targeting software to integrate regional door drop campaigns with other local media from radio to press to outdoor