Performance Media was established in 2006 to provide a fully independent media planning and buying operation plus the full spectrum of advertising services, from creative development through to final production, for clients in both New Zealand and Australia.
Our work is predominantly with television and online, although we also do print, radio and outdoor for clients as required. And we place all our clients campaigns directly with the media in both Australia and New Zealand - we do not work through any other third party for placement
We have a passion for delivering the very best - not only in terms of delivering the media numbers, but also in terms of the overall level of service we supply.
Delivering these results encompasses two key areas – maximising the value of a client’s budget through hard but fair negotiation with the media owners, and then placing it where it has the greatest impact on the required audience.
Our online campaigns are display based, and are all very specifically targeted in number of different ways. We usually run a combination of campaign types for our clients.
What are they?:
Custom Audiences: We build a Custom Audience using both relevant keywords and also website topics based on our target’s recent past browsing movements. This then enables us to target the online content that is specifically relevant to this audience. This is similar in execution to an AdWords search campaign - but instead of showing the “searcher” a plain text ad (which does nothing for the branding message), they get shown one or more of our animated display ads.
This campaign option is working extremely well for our clients – as you are talking to people who are actively looking in your product area and hence the wastage is minimised. These campaigns are consistently returning a Cost per Click that is lower than the same clients Search campaigns!
Premium Sites: We specifically select the websites to be used - running on the main New Zealand sites eg TradeMe, NZHerald, STUFF, RealEstate, MetService etc, or on the main Australian sites eg RealEstate, Gumtree, News.com.au, 9news, Weatherzone, Nine, Domain, SMH, 7news etc.
Obviously demographic targeting is also applied with these campaigns, eg age, gender, income, location etc.
No Programmatic campaigns? No Programmatic campaigns? No, not now! Programmatic is often used as a generic term for any display campaign. But it's not - it is a specific campaign type that targets users based on the topics they are interested in. Trouble is, with knowledge of peoples interests being sketchy at best originally, plus with the increased privacy options being chosen by people, - and also the huge growth in almost fraudulent websites that just exist in order to garner ad revenue, actually being able to talk to a specific target using a Programmatic approach is limited. Hence why we do not recommend the use of Programmatic campaigns anymore!
Continual monitoring of online display campaigns is crucial. Especially as it is a common occurrence that of the three campaign types being used, one may perform best in terms of CPC (Cost per Click), another may perform best on CTR (Clickthrough Rate), and another may perform best on a CPM (Cost per Thousand) basis. And it is possible that one of the options could perform best on all three parameters.
Accordingly, we monitor all campaigns on a daily basis and optimise them where required. This enables us to rank response rates for each campaign and then optimise accordingly on an ongoing basis towards the best performing elements.
Please note though that we DON’T DO Native campaigns or use responsive material!
Native began as a way to make your ad look like and blend in with the style of editorial on the page. But why should you want to blend in? You wouldn’t want to “blend in” if you were running an ad in the daily newspaper or on television! And trying to “fool” a viewer into thinking your message is editorial is not going to work either – you’re just going to annoy them!
And responsive ads always just look an incoherent mess! You are relying on computer algorithms to layup your ad message – not good!
