Fraction Media Group

We are often asked "what makes us different?" A fair question and one we always love to answer. One answer we have used is "we are the media team that has, on occasion, recommend that a brand lower its budget or NOT spend money at all." Might seem a bit counter to what we do for a living, but it certainly makes us different....

Its right there in our name. Its what we do. Sometimes its some of it, sometimes its all of it. Some projects are longer than others. Our keys are transparency and flexibility. We work with brands, agencies, other freelancers and of course other fractional executives. This article highlights the shift to fractional models and we are all for it! https://lnkd.in/gU6TUs4m

Sometimes the best business decisions come at the crossroads or #opportunity and circumstance. While that was the trigger point to launch Fraction Media Group, it's certainly just the beginning of a surprisingly unique approach to a growing #media and #analytics agency. With that in mind, we would like to announce our Co-Employee's of the Year. James Hacker and Eric Nelson. Without their vision Fraction Media Group would fall to pieces. (Yes, this is why we stick to numbers and don't write copy)

We certainly agree that #OOH can be a vital part of a successful #mediastrategy. The ability to leverage #digital buying platforms and evaluate results quickly have made it easier and more understandable to native digital buyers that may not understand the traditional OOH metrics like #EOM or #DEC measurements. However while OOH can be effective, it takes strong creative and messaging to make an impact. It's even more vital when you're dOOH placement only has 6 or 7 seconds to get noticed. #mediamix is important part of any plan. Is OOH right for the business goals? Its important to make sure that planners and buyers understand how to evaluate #dOOH vs traditional OOH vs the other channels. https://lnkd.in/gdkqkJvR

You don't have to own the #DSP, #SSP, be the buyer, access to #cleanrooms, and have a mega holding company behind you to have similar success. However, there is a lot of learning to gain from the paths they can create. For smaller brands just trying to be better, faster, and more effective in their ad spends, it's as simple as asking the right questions at the start. Holding firm on the #data you expect in return both from platforms and from agencies. Asking for placement level reporting, using curated allow/block lists at the start of campaigns, integrating simple first party data like emails, limiting the number of exchanges used at any given time.... are all basic starting points to a much more efficient and data rich #mediabuy. https://shorturl.at/IKzI9

Political spending has already been off the charts. Spending continues and not just at the presidential level but state, county, city, and smaller. Estimates are suggesting spending to reach well over $12 Billion when all is said and done this election cycle. An increasing number of local political races have learned how to tap into geo and targeted #digital platforms from #streaming to #RCS. #Political campaigns are just for #traditionalmedia anymore. We don't care what side of the isle, but we DO care about how this influx of dollars will impact your #brand and the results of your #marketing efforts. Are you connecting the dots in your #data to see if market trends and tight races are eating up all the inventory? Is it time to pivot or adjust strategy or tactics to test alternatives? Even national brands are impacted at local levels. Are your top few markets or cities suddenly dropping in efficiency or volume? Are you suddenly seeing impression spikes in markets that you haven't seen active before? These are just the starter questions to ask. We can help find the right questions, and provide some solutions. https://lnkd.in/gbj4ENXU

#Mediamix is one of our key focus points with our partners and understanding the balance not just between #video, #audio, #ooh, and other media channels, but the balance within each of those channels. There are 2 viewpoints to this simple chart. First, that 41.4% of #tv viewing is on streaming platforms. Good news, this gives you a great start to reach your audience. Bad news, there are a lot of platforms and channels, and not all of them are easily accessible with blanket programmatic #CTV buys. So you may not be reaching as far as you think you are. Second, is 47% of TV viewing is still in "traditional" #linear channels. Good news is that for #local and #network brands, old school TV is still viable. The bad news is that there are fewer planners and buyers that understand how to buy #spottv effectively and even less that understand how to evaluate in connection with #streaming. Make sure you are asking questions and demanding data and information from buyers and platforms. #Transparency in the media mix and tactics is critical or you may just be throwing ad dollars into the void.

Great article by that frames why we focus on #paidmedia and #analytics. All channels from digital to traditional, but we also don't claim, boast, or desire to do anything more. We have amazing partners that we work with for creative, branding, PR, and research that allows us to focus on what we do best alongside what they do best. And our brands benefit from everyone being able to focus on what's best for the brand, and be efficient enough to price accordingly and everyone wins. https://lnkd.in/g8h3swMT

#RMN is increasingly important for any #CPG brand and even some others that want to leverage the valuable 1st party data that these networks can access and curate. However, and we have had many of these discussions with our partners, brands can't take the inventory for granted and still must demand placement level reporting and direction. We are well versed in the conversations that need to be had, and the #datastructure that needs to be implemented to make sure your brand is maximizing the value of RMNs at every level. Don't just dump budgets into an RMN because its easy and centralized. That's the RMNs taking advantage of the Google blackbox methodology. Brands should demand that RMNs show their work so to speak. #transparency https://lnkd.in/gjXfVM_E

Gaming is often a key topic of conversation and #analytics with our #DSP partners. With the clear popularity of free #mobile games, we often work to understand the impact on impression and clicks delivery, and most importantly conversions and frequency. #Gaming can be effective as an awareness tool and even as a sales driver. It important to understand the secondary metrics and impact on reaching overall business goals and objectives. Have you heard us mention placement level reporting before? https://rb.gy/s8pnhb