services / Integrated Campaigns
Integrated Campaigns
tv, streaming, radio & out-of-home campaigns for challenger brands
When paid social stops finding new buyers, your next customers are people who haven’t heard of you yet. We plan, produce and buy integrated campaigns across streaming TV, BVOD, radio, out-of-home and YouTube, and judge them on brand tracking, not last-click.
if you’re reading this, one of these is probably true
- We’re a household name in two states and invisible in the rest.
- TV feels like a bet we can’t measure.
- Our ads convert well. There just aren’t enough new people seeing them.
- Retailers want proof of consumer demand before they give us more range.
- I need to show a brand campaign worked to a CFO who only reads ROAS.
- Our media agency buys TV the old way and our performance agency won’t touch it.
These are reach problems. Paid social is excellent at harvesting demand and limited at creating it among people who’ve never heard of you.
when should a challenger brand invest in tv and out-of-home?
When the people you need next don’t know you exist. Brands grow mainly by reaching more category buyers (Ehrenberg-Bass Institute), and Les Binet and Peter Field’s analysis of the IPA effectiveness databank found the strongest long-term results come from balancing brand-building with sales activation. A performance-only plan keeps selling to the same warm pool while its costs climb.
Streaming changed the entry price. Foxtel, Kayo and the broadcasters’ on-demand apps let a brand buy TV-screen reach by audience, region and program instead of national linear spots. For Bonaire, live sport put one message in front of installers and homeowners at the same moment. In that category, TV turned its audience into brand awareness at 3.5 times Facebook’s rate, and radio at twice the rate.
The catch is measurement. A mass campaign never shows up cleanly in last-click sales, so we agree before launch to judge it on brand tracking, and we set the tracker up before the first spot runs. More in why CTV belongs in a DTC plan.
what staying performance-only costs
of in-market buyers knew Bonaire before its campaign, against a competitor average of 29%. Buyers can’t choose a brand they’ve never heard of.
awareness yield for TikTok among 25 to 64 year old heating and cooling buyers, against 0.62 for TV. The cheapest channel per view isn’t the cheapest per buyer who remembers you.
click windows can’t see brand effects that build over months. Judge a brand campaign on them and you’ll cancel it for working.
how we plan integrated campaigns
Research, planning, production, buying and measurement sit with one team, so the idea survives from the brief to the last spot.
start with the buyer & the map
Where is awareness lowest and growth highest? Bonaire’s budget went to New South Wales and Queensland, where it had the least to defend and the most to gain.
you geta regional and audience plan
choose channels by yield
We compare how many of your buyers use each channel with where they say they became aware of a brand, and buy the channels that turn an audience into memory.
you geta channel mix with the reasoning shown
one idea, built for each screen
A TVC that doesn’t look like category advertising, cut into 30-second, 15-second vertical, social, radio and out-of-home executions. We produce with partners such as TwoTractors and keep the brand’s existing assets so you build on recognition you already own.
you getone campaign system across every screen
buy for the moment
Streaming TV and BVOD by audience and programme, sport where two audiences meet, radio by daypart, digital out-of-home and posters at the moments that trigger the category. Sorted ran retail DOOH and street posters into new-year resolution season.
you geta media plan with weighting and timing
measure what moved in their heads
A brand tracker baseline before launch (Tracksuit, or a custom tracker as we built for Sorted on Qualtrics), read alongside sales, branded search and retail sell-through. See extra share of voice for how we size the investment.
you geta read-out your board will accept
what we buy
Subscription and broadcaster streaming (SVOD and BVOD), connected TV, YouTube, metro and regional radio, audio and podcasts, digital and classic out-of-home. We’re channel-neutral: the plan is built from your buyers’ media habits.
how a campaign runs
research, plan & produce
Baseline brand tracking, audience and regional plan, channel mix, creative development and production, media negotiation.
run & watch
Spots live across channels, frequency and delivery checked weekly, performance channels tuned to catch the demand the campaign creates.
read & reinvest
Brand tracker read-out against the baseline and competitors, sales and search effects, and a recommendation on where the next dollar should go.
campaigns that moved the brand
Streaming TV on Foxtel and Kayo, radio and YouTube, weighted to New South Wales and Queensland. Awareness rose from 14% to 21%, about 460,000 more in-market Australians, at twice the competitor average’s growth rate.
Eight weeks of BVOD and OTT before summer, then retail DOOH and street posters. ROAS measured on 18-month customer value came in at 3.28x.
“Harry’s team filled the marketing gap in our organisation. Their strategic outlook and attention to detail helped deliver our first ever national brand marketing campaign. Their advice and plans are grounded in sound research and proven methods.”
is this a fit?
- Your performance channels are efficient but running short of new buyers.
- You’re expanding into new regions, retailers or categories.
- You’ll agree a brand measure before launch and give it time to read.
- You need every dollar to pay back inside a month.
- You want TV for the sake of being on TV.
- There’s no budget to measure it. We won’t run a campaign nobody can read.
frequently asked questions
How much does a TV campaign cost in Australia?
Less than most founders expect, because streaming TV and BVOD can be bought by audience and region in smaller volumes than national linear spots. The total depends on regions, weeks on air and production. We size it with you in the first conversation and show what each budget level buys.
What's the difference between CTV, BVOD and SVOD?
CTV (connected TV) is any streaming watched on a TV screen. BVOD is broadcaster video on demand, such as 7plus or 9Now. SVOD is subscription streaming, such as Foxtel’s and Kayo’s services. Each is bought differently and reaches different audiences.
How do you measure a brand awareness campaign?
With a brand tracker baselined before launch. Our preferred platform is Tracksuit, which measures awareness, consideration and preference against competitors among people in your category. We read it alongside sales, branded search and retail data.
Should a DTC brand do out-of-home?
When the brand needs to be seen at a moment that triggers the category (a gym for a sports drink, a commuter route for a coffee) or near where it’s sold. For Sorted, retail DOOH and street posters ran into new-year resolution season.
Can you work with our existing media agency?
Yes. We can lead strategy and creative and brief your agency’s buyers, or plan and buy ourselves. We agree the split up front so nothing falls between two agencies.
related services
Brand & Creative Strategy
Positioning, buyers and creative territories built from what your customers say.
Ad Creative Production
UGC, creator, static and TV ads, briefed from customer language and tested on purchases.
We'll 3X your investment in us
That's our pinky promise to you! You'll see measurable improvement in results within the first 90 days with better ads and higher conversions.
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