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Navigating today's Complex marketing world


NEW APPROACHES    NEW MODELS     NEW STRUCTURES 

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Navigating today's Complex marketing world


NEW APPROACHES    NEW MODELS     NEW STRUCTURES 

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Our Goal


RETURN ON YOUR INVESTMENT

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Our Goal


RETURN ON YOUR INVESTMENT

We build integrated media programs that get real results by using Marketing Science

 
 
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Why You Should Talk To Us


WE CREATE RESULTS BY APPLYING MARKETING SCIENCE TO IMPROVE DECISION MAKING

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Why You Should Talk To Us


WE CREATE RESULTS BY APPLYING MARKETING SCIENCE TO IMPROVE DECISION MAKING

 

If evidence based decisions are important to you, talk to us. 

If your media agency only defines your target by age and gender, talk to us. 

If you’re tired of your media team defining ROI by CPM achieved, talk to us. 

If your media agency focuses only on audience aggregation in their work, talk to us.

We are a boutique media services agency that believes in integrated approaches for success by marrying inbound channels to every outbound one.

Everything we do is measurable and is designed to drive more sales. We employ a variety of tools to measure audience metrics and engagement metrics as leading indicators of business results.

 
 

We have won awards for effectiveness, industry leadership, creativity and service.

  • Media Plan of the Year
  • Silver Effie for Marketing Effectiveness
  • MIN Sweet 16 for Magazine Leadership
  • Outback Steakhouse Purveyor of the Year 

We represent clients in multiple business sectors and operate in all media types, including digital, social and mobile.

We marry technology and automation to better execute media programs via traditional and new media.

We are pioneers in using analytics to improve marketing program execution.

We teach graduate level Integrated Marketing at NYU.

Let us show you how we’ve achieved ridiculously successful results for our clients.

 
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Strategic Leverage


BUYING MEDIA TODAY REQUIRES A NEW APPROACH

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Strategic Leverage


BUYING MEDIA TODAY REQUIRES A NEW APPROACH

 

WHAT LARGE MEDIA AGENCIES CLAIM AS LEVERAGE IS ACTUALLY A HINDRANCE

Media buying is set up to favor the sellers in every way these days. What large media agencies claim as “leverage” is actually the exact opposite. It is a hindrance to extracting real value for their clients. How else can you explain audience CPM’s increasing while individual media property audiences are shrinking? Typical media agencies are ill suited for getting client’s real value from media buys. Buyers at large agencies are siloed into “centers of excellence”, meaning some buyers only buy Cable, some only buy Prime, some only buy Syndication, etc. While this might give them some knowledge of a media market there’s an entire ecosystem occurring over their heads and they know nothing of it. It comes from media company consolidation. And only savvy, de-siloed media agencies can capitalize on it.

Take a look at any large media company, like Disney shown below. They operate in Network, cable and local TV, radio, online, print and on-site. They also have partial ownership in Hulu and other properties.

 
 

Now think about how companies like CBS own national and local TV, online properties, radio stations, outdoor properties. Every major media company owns multiple properties, and we're not just talking about online extensions. They own different brands in different media. The sellers control the process and the outcome. Agencies claim to have leverage but the volume of inventory they need to clear forces them to buy every vendor. That’s not clout. That is captivity. And to make it worse, buyers are never held to a standard of sales results and the process is labor intensive.

 

OCD MEDIA HAS THE STRATEGIC ADVANTAGE

There’s a better way. OCD Media is better suited to deal with today’s complex media market. We have Strategic Leverage. Senior people who establish the strategies stay close to the end product. We identify media companies and deploy programs because we don’t have siloed buying departments arguing budget allocations. There are no fiefdoms to feed and no “centers of power” fighting for survival internally. We operate fully as a team who collaborate and enjoy seeing how all the pieces work together.

This strategy of creating media schedules focused on the consumer, selecting vehicles regardless of the media form that deliver these individuals cannot be accomplished at an agency where the buyers are siloed.  Individual strategists and buyers need to work together across all media focused on the clients’ customer profiles. Therefore all elements of the buy are complementary, working together to achieve your ultimate goal, selling your product to these consumers.

 
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Delivering On Strategies


"THE TRUE GENIUS OF ANY PLAN LIES AS MUCH IN

THE EXECUTION AS IT DOES IN THE CONCEPT"

- ISAAC ASIMOV

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Delivering On Strategies


"THE TRUE GENIUS OF ANY PLAN LIES AS MUCH IN

THE EXECUTION AS IT DOES IN THE CONCEPT"

- ISAAC ASIMOV

 

most media agencies are structured like they're stuck in the past

Marketing in the days before mass media was simple. Most businesses were local and there were few national brands. So a product got a strong following and word-of-mouth with an occasional newspaper ad worked. But after World War II mass media took over—first driven by magazines and radio. But barely a decade later, TV became affordable to a large segment of the population--and mass brands grew simultaneously in a symbiotic way. TV and Magazines helped introduce brands to new consumers and the advertising revenue generated by these brands funded the content that increased the appeal of mass media. And because there were fewer options the mass media flourished.

Advertising became the focus of most brand’s marketing and TV became the favored medium. The advertising industry came up with the famous six stage ARF Model—Vehicle Distribution, Vehicle Exposure, Advertising Exposure, Advertising Perception, Advertising Communication and Sales Response to evaluate results. The advertising impression became the sole metric to track how we were doing. Advertising agencies restructured around this principle and created media planning and media buying disciplines whose goal was to aggregate audiences.

Since the 1980’s a lot has changed in media availability. Most homes have multiple TV’s, and access to more than 100 channels and the share of viewing has fragmented greatly. That’s just TV. Magazines, radio, newspapers had the same fragmentation and increased availability of options. Today, with internet/mobile access rivaling TV ownership, the world is different. The age-old ARF model doesn’t apply anymore because with digital media we can do so much more than we ever could before.

 

OCD Media is designed for today's media world

The sad truth is that today that ARF model still drives the advertising industry. Media is still planned and purchased at most agencies on an impression/GRP basis. Buyers value themselves solely on how well they do on cost per thousand impressions. Media Researchers at most agencies are more concerned about methodology of tracking audiences than on developing tools and techniques to measure what really is important—product sales. The advertising industry has been focusing for too long on a surrogate metric for evaluating success. They are still trying to aggregate audiences.

We think like a marketing agency, not media buyers. We are uniquely situated to help collaborate, build and evaluate.

We don’t just keep buying more boxes of GRP’s. We are a marketing partner and develop new metrics to prove what works.

We treat the media companies as partners, they are not the enemy, working with them to develop the best solutions possible.

Click here to download our whitepaper on how media agencies should be functioning in the modern age.

 

The Modern AGe Media Agency


Why embracing Marketing Science and technology to create and maintain ROI will ensure your success in today's fragmented media world.

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The Modern AGe Media Agency


Why embracing Marketing Science and technology to create and maintain ROI will ensure your success in today's fragmented media world.

Click here to download our whitepaper on how media agencies should be functioning in the modern age.