Media trading and optimisation on its own, will not have a significant impact on ROI and the financial bottom line.
While trading is a key component, on its own it will not have a significant sustained impact on the bottom line.
Efficient and sustainable customer acquisition and retention requires more than just good media planning, buying and optimisation. While impressions and clicks are the trading currency of our industry - audience profiling, prospecting and acquisition is the commercial currency we deliver. Understanding, targeting and converting audiences requires on-going analysis and optimisation of the entire customer journey - from the first ad exposure to the completion point of a conversion goal.
While strategy, media and conversion rate optimisation are distinct specialisms we have developed a single methodology and approach to deliver end to end conversion (we're good like that!). At the heart of our approach is the use of dynamic creative, dynamic media trading and dynamic landing pages also known as real time advertising.
The House of Kaizen Media Manifesto puts forward our real time advertising methodology as well as the principles that guide our approach to media strategy, planning, buying and optimisation. We believe it provides a better approach as it moves from being media traders to media investors and value creators.
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