Globalis Media

Most media agencies use little creativity in media planning and media buying. They add a lot of cost, but add little value to media buys for their clients. Most agency media plans, and even media plans made by some in-house media teams, are often made using very easy, default media choices, like buying Facebook ads, Google AdWords, Google.

Display Network, and Yahoo. In very many cases, other media, including mid- and long-tail sites offer more compelling values with better ROI for advertisers. But most agencies aren’t knowledgeable about more creative media buying, and, even if they are, they don’t want to bother with more time-consuming, more complex media planning and buying. They can earn much more money, more quickly, selling the big, standard, default media to their clients. So that’s what they do.

Every day, we see very poor media plans being used for both major brands and online ventures. Often these poor media plans are from huge international media agencies. In fact, many of the huge international agencies have poorly-trained staff, who do very basic media planning and buying, with little differentiation on their media buys regardless of what kind of advertiser they are buying for, and what the advertiser’s campaign objectives are.

Media planning must be custom-designed for each advertiser, each brand, and each specific market, and consideration must be given to brand equity, advertiser objectives, and the competitive environment in each market. For example, we have many LCC (low-cost carrier airline) clients. Media plans and campaign settings would likely be very different for an airline’s hub market vs. an established out-station market, and different again for a new market. Brand equity and consumer familiarity with the airline’s routes is likely to be high in the hub market, moderate in an establish out-station market, and non-existent in a new market. Competitive position and strategic marketing objectives are different in each of these situations, and good media planning and campaign management takes all of these factors and many others into consideration.

We usually save online advertisers 20% or more on their online advertising costs.

We encourage online advertisers to run a test campaign with Globalis Media, to see the huge difference that our expert media planning, media buying, and campaign management can make in cost-performance and ROI on online advertising.