It is paramount for a successful media implementation strategy to be aligned and integrated with clients business and communication objectives.

We categorise campaigns into and across 3 broad strategies: Direct Response, Brand Response and Brand.

 Performance metrics for campaign measurement are then established based on the recommended strategy, which provide the foundation for all planning and campaign management decisions.

Direct Response

This strategy is determined by short term ROI targets and payback periods, typically recommended for brands, who are new advertisers to TV, have a creative with a strong call to action, and have an established digital strategy. Example sectors that utilise direct response include online gaming, household products, fitness products, health, beauty, claims management and finance.  Campaign measurement is focused on short term returns using correlation and TV attribution methodology.

Brand Response

This strategy has a longer payback period driven by  higher volumes of media investment compared to direct response campaigns.  Brand response (BR) is recommended more for established brands, who are existing advertisers on TV, have a creative with a strong call to action, whose business objectives are both cost per acquisition and market share driven. Campaign measurement is still driven by acquisition metrics, however secondary consideration is required for an understanding of the longer-term impact of media investment.


Brand strategy has the longest payback period of all 3 strategies, with campaign objectives based on coverage and frequency targets rather than cost per acquisition. Campaign measurement, depending on the sector can include DR measurement, however econometric modelling and brand tracking methodologies, will provide more representative data to quantify the impact of brand campaigns over the short and longer term.