Organic search
Natural positions in search results, read together with paid search so you don't pay for traffic that would have come anyway.
Channels
From the search box to the cinema screen.
71 paid channels in 12 families, each with what it does, how it's bought and how we know it worked.
When a plan is still a blank page, we follow one person's ordinary day and count the places an ad could meet them. A search on the train in the morning. A series on an ad-supported tier after dinner. A host reading an ad halfway through a podcast. A screen at the mall on the way home. Each of those moments is a different channel, bought a different way and proved a different way.
We keep every channel on one map, so the plan can choose the few that serve the goal and each one arrives with its buying model and its measure already written down.
The catalog, by family and stage
Choose a stage to see the channels that work there. Open a family for its channels, and a channel for what it does, where it works, how it's bought and how we know it worked. Where a measure is an estimate, we call it an estimate, and channels still being tested carry the label Emerging. Search, social and most of the open web are bought in auctions, and how that buying works is on Digital advertising. Channels without clicks are measured as described on Measurement.
Show channels by stage
Search and intent
, stages Consider, Convert,
6 channels
Demand at the moment someone asks for it, in search results, maps, app stores and AI answers, bought in the live auctions where it is sold.
How we measure it Clicks and conversions sent server to server, offline sales from your CRM, and tests on brand terms to see how much demand would have arrived anyway.
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Paid search
Text ads matched to what people type, bought per click in a live auction.- What it does
- Text ads above and below the results, triggered by the words people search for.
- Where it works
- When demand already exists and needs to be met. It sits underneath almost every performance plan.
- How it's bought
- Keyword auction, paid per click, on self-serve platforms.
- How we know it worked
- Clicks and conversions from the site tag and from server-side events, plus incrementality tests on brand terms to see how much of that demand would have arrived anyway.
- Stages
- Consider, Convert
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Shopping listings
Product cards with image and price, built from your catalog.- What it does
- Product cards with image, price and store, shown in search results and generated from a product feed.
- Where it works
- Ecommerce with a broad catalog and competitive prices.
- How it's bought
- Auction per click, driven by the product feed.
- How we know it worked
- Revenue on spend by product, margin, feed quality and incrementality.
- Stages
- Consider, Convert
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Local and maps
Promoted listings where people look for directions, hours and a number to call.- What it does
- Promoted listings and ads in local search and on maps, with call, directions and opening hours.
- Where it works
- Businesses with physical locations or services delivered at home.
- How it's bought
- Auction per click or per action, self-serve.
- How we know it worked
- Calls and direction requests. Store visits are modeled estimates, and we report them as estimates. Geo tests where volume allows.
- Stages
- Consider, Convert
-
App store search
Your app at the moment someone searches the store.- What it does
- Ads in the search results inside mobile app stores.
- Where it works
- Apps in crowded categories, or apps whose name people don't search for yet.
- How it's bought
- Keyword auction, paid per tap or per install.
- How we know it worked
- Installs and in-app events, reported in aggregate where a person hasn't agreed to tracking, and through measurement SDKs with consent where they have.
- Stages
- Consider, Convert
-
AI assistants and answer engines
EmergingLabeled sponsored placements next to conversational answers.- What it does
- Sponsored, labeled placements beside or below the answers of conversational assistants.
- Where it works
- Tests with a dedicated budget in high-intent categories, where the platform's rules allow the category.
- How it's bought
- Still in testing. The platform sets access and terms, and formats change often.
- How we know it worked
- Clicks and conversions on your site. The conversation itself stays with the assistant, so first-party tracking on your site carries the measurement.
- Stages
- Consider, Convert
-
Classifieds and directories
Listings where buyers browse by category, place and price.- What it does
- Ads on classifieds sites, business listings and industry directories.
- Where it works
- Local and vertical markets such as home, auto, jobs and services.
- How it's bought
- Flat-rate listings, subscriptions or paid placement.
- How we know it worked
- Leads, calls and form requests.
- Stages
- Consider, Convert
Video and streaming
, stages Discover, Consider, Convert,
8 channels
Premium video on every screen, from online players to the living room, planned and activated with the services and publishers that sell it.
How we measure it Household impressions and completion from the servers that insert the ads into the stream, then lift studies, added reach and the mix model.
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In-stream video
Ads before, during and after online video.- What it does
- Spots that play before, during or after video content in a player.
- Where it works
- Video reach at a controlled cost, alongside television.
- How it's bought
- Auction per thousand impressions or per view, private deals, or guaranteed buys.
- How we know it worked
- Viewable impressions by the industry definition for video, completion and lift.
- Stages
- Discover, Consider
-
Outstream video
Video units inside articles and feeds, played in view.- What it does
- Video that plays outside video content, inside articles and feeds.
- Where it works
- Adding reach where in-stream inventory runs short.
- How it's bought
- Programmatic, per thousand viewable impressions.
- How we know it worked
- Viewability, completion and attention.
- Stages
- Discover
-
Ad-supported subscription streaming
Series and films on the ad tiers of subscription services.- What it does
- Ads on the ad-supported plans of subscription streaming services.
- Where it works
- Brands that want the quality of television with the control of digital.
- How it's bought
- Commitments ahead of the season, programmatic guaranteed and private deals, and a growing share of self-serve buys, some optimized to site visits or conversions.
- How we know it worked
- Household impressions, completion, reach added on top of TV, and outcome studies built on content recognition or panel data. Where a buy is optimized to site visits or conversions, those are measured from the same household with first-party tracking.
- Stages
- Discover, Consider, Convert
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Free streaming channels
Scheduled channels streamed free, with ad breaks.- What it does
- Free, ad-supported linear channels delivered by streaming, with scheduled ad breaks.
- Where it works
- Broad reach on the big screen at a lower cost.
- How it's bought
- Programmatic, through private deals and auctions, or direct deals, and self-serve buys optimized to site visits or conversions.
- How we know it worked
- Household impressions and completion, with frequency capped across all the apps together, and site visits or conversions from the same household where the buy is optimized to them.
- Stages
- Discover, Convert
-
On-demand and broadcaster streaming
Free libraries and broadcaster apps, watched on demand.- What it does
- Free on-demand libraries with ads, and the streaming apps of TV broadcasters.
- Where it works
- Reaching people who have stopped watching live TV.
- How it's bought
- Programmatic, guaranteed, or direct with the publisher.
- How we know it worked
- Impressions, completion and reach by household.
- Stages
- Discover, Consider
-
Live sports and events streaming
The moments audiences watch live, together.- What it does
- Spots and sponsorships in sports and events streamed live.
- Where it works
- Launches, national brands and moments people watch as they happen.
- How it's bought
- Negotiated packages, sponsorships and commitments ahead of the season.
- How we know it worked
- Reach, lift, and searches and site visits during the event.
- Stages
- Discover
-
Virtual pay TV
Traditional channel bundles delivered over the internet.- What it does
- Bundles of traditional TV channels delivered over the internet, with their own ad breaks.
- Where it works
- Audiences who pay for TV and receive it online.
- How it's bought
- Programmatic and direct.
- How we know it worked
- Household impressions and completion, as for other streaming on the big screen.
- Stages
- Discover
-
Connected TV screens and new formats
EmergingHome screens, pause moments, overlays and in-scene placements.- What it does
- Connected TV placements outside the ad break, such as home screens and menus, screensavers, pause ads, overlays, in-scene placements and squeezeback.
- Where it works
- High-impact launches, and products people buy from the couch.
- How it's bought
- Direct with TV makers and platforms. Programmatic buying is still being standardized.
- How we know it worked
- Impressions, code scans and site visits from the same household, which needs first-party measurement.
- Stages
- Discover, Consider
Television
, stages Discover, Consider, Convert,
5 channels
National, local and addressable TV, with direct response when the phone has to ring, planned and activated with the networks and stations that sell it.
How we measure it Rating points, reach and frequency from the audience currency buyer and seller agree on, then geo tests and the mix model.
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National TV
Broadcast and cable networks, booked ahead of the season or close to air.- What it does
- Spots on national broadcast and cable networks, in a fixed schedule.
- Where it works
- Mass reach and fast awareness.
- How it's bought
- Upfront commitments before the season and scatter buys close to air, with programmatic options on linear.
- How we know it worked
- Rating points against the target audience, reach and frequency from panels calibrated with set-top box and smart TV data, and outcome studies.
- Stages
- Discover
-
Local TV
Station by station, market by market.- What it does
- Spots on local stations and local cable, one market at a time.
- Where it works
- Regional distribution, market tests and local retail.
- How it's bought
- Bought market by market, by direct order or through TV buying platforms.
- How we know it worked
- Rating points by market, and geo tests between similar markets.
- Stages
- Discover
-
Addressable TV
Different ads to different households watching the same live program.- What it does
- Different spots served to different households watching the same linear program.
- Where it works
- Precise audiences inside traditional TV.
- How it's bought
- Through TV operators and platforms, per thousand impressions.
- How we know it worked
- Household impressions matched to sales data.
- Stages
- Discover, Consider
-
Direct response TV
Short spots and long-form programs built to make the phone ring.- What it does
- Short spots and long-form sales programs with a dedicated number or web address.
- Where it works
- Products that need a demonstration, and offers that ask for a response.
- How it's bought
- Remnant airtime at lower rates, tested by network and daypart.
- How we know it worked
- Unique phone numbers and web addresses per network or station, and cost per call, order and acquisition.
- Stages
- Convert
-
Sponsorship and product placement
Your brand inside the story, disclosed as the rules require.- What it does
- The brand or product inside the content, and sponsorship of programs on TV, film and streaming.
- Where it works
- Consumer brands with a strong story to tell.
- How it's bought
- Direct agreements with producers and publishers, at a flat fee.
- How we know it worked
- Awareness and consideration lift and branded search during the run, with media value used only to compare deals. On broadcast TV the sponsor has to be identified on air.
- Stages
- Discover
Audio
, stages Discover, Consider, Convert,
4 channels
Streaming, podcasts and radio, for the hours when screens are off, planned and activated with the services, shows and stations that sell them.
How we measure it Radio audiences from the measurement the medium is traded on, audio impressions from dynamic insertion, dedicated codes and URLs, lift studies and the mix model.
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Streaming audio
Music and digital radio, with a companion display on screen.- What it does
- Spots in music services and online radio, with a companion banner on screen, reaching smart speakers too.
- Where it works
- Younger audiences and people on the move, at chosen moments of the day.
- How it's bought
- Programmatic audio, guaranteed buys and self-serve.
- How we know it worked
- Audio impressions, completion, lift and site visits. Much listening happens on devices without a screen, so we read visits with that in mind.
- Stages
- Discover, Consider
-
Podcasts
Host-read or produced spots, placed by show or by audience.- What it does
- Spots read by the host or produced in advance, baked into the episode or inserted dynamically when the episode is played.
- Where it works
- Brands that sell on trust and explanation.
- How it's bought
- By show for host reads, or by audience through dynamic insertion, programmatic included.
- How we know it worked
- Promo codes and dedicated URLs for direct response, and brand lift. Dynamic insertion is counted on each file request.
- Stages
- Consider, Convert
-
Broadcast radio
Local stations by daypart, with frequency close to the purchase.- What it does
- Spots on local AM and FM stations, bought by daypart.
- Where it works
- Local retail, events and promotions with a deadline.
- How it's bought
- Bought by market and daypart, often in packages.
- How we know it worked
- Average audience per quarter hour, unique listeners, gross impressions and rating points, and geo tests.
- Stages
- Discover, Consider
-
Network and satellite radio
National audio reach in a single order.- What it does
- One order across many stations or for national programs, satellite radio included.
- Where it works
- National brands that want one message on audio without buying station by station.
- How it's bought
- National order.
- How we know it worked
- As local radio.
- Stages
- Discover
Open web
, stages Discover, Consider, Convert, Retain,
7 channels
Publishers, native and programmatic display, bought with checks on who is selling the impression and where the ad will appear.
How we measure it Viewable impressions, clicks and server-side conversions, with invalid traffic filtered out and post-view results read with care.
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Programmatic display
Impressions bought one at a time in real time, filtered for quality.- What it does
- Banners on sites and apps, bought impression by impression in a real-time auction.
- Where it works
- Broad reach, and bringing back past visitors and lapsed customers, with tight quality controls.
- How it's bought
- Open auction.
- How we know it worked
- Viewability by the industry definition, invalid traffic filtered out, and post-view conversions read with care.
- Stages
- Discover, Convert, Retain
-
High-impact formats
Takeovers and rich media for launches that need the whole screen.- What it does
- Large and interactive formats such as takeovers, interstitials and expandables.
- Where it works
- Launches and events that call for the whole screen.
- How it's bought
- Direct, or through private deals.
- How we know it worked
- Viewability and interactions.
- Stages
- Discover
-
Native ads
Ads that match the page and are clearly labeled.- What it does
- Ads that take the look of the content around them and are labeled as advertising.
- Where it works
- Content that explains, and products people take time to evaluate.
- How it's bought
- Programmatic native or direct.
- How we know it worked
- Clicks, reading time and conversions. The label that says it is an ad stays clear.
- Stages
- Consider, Convert
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Content recommendation
Read-next modules that bring qualified readers to your content.- What it does
- Recommended-reading modules below or beside articles.
- Where it works
- Distributing content at a low cost per click, with quality controls.
- How it's bought
- Auction per click, self-serve.
- How we know it worked
- Traffic quality, such as time on site and bounce, conversions, and exclusion of low-quality sites.
- Stages
- Discover, Consider, Convert
-
Branded content
Stories commissioned from publishers' studios, published as sponsored content.- What it does
- Content paid for by the brand, made and published by the publisher in its own format.
- Where it works
- Complex subjects and positioning.
- How it's bought
- Direct agreement with the publisher's studio, at a flat fee.
- How we know it worked
- Readership, time spent and brand lift. Paid content is disclosed as paid.
- Stages
- Discover, Consider
-
Newsletter sponsorships
Space in the newsletters loyal readers open.- What it does
- Sponsored placements in the newsletters of publishers and writers.
- Where it works
- B2B and niches with loyal readers.
- How it's bought
- Flat fee per send or per thousand, direct.
- How we know it worked
- Clicks and dedicated codes.
- Stages
- Consider
Apps and gaming
, stages Discover, Convert,
4 channels
Inside apps and game worlds, where attention is chosen, planned and activated with the networks and studios that sell it.
How we measure it Installs and in-app events, reported in aggregate where a person hasn't agreed to tracking, and through measurement SDKs with consent where they have, read by cohort of users.
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In-app advertising
Banners, interstitials and video inside mobile apps.- What it does
- Banners, interstitials and video inside apps.
- Where it works
- Apps and digital services.
- How it's bought
- Ad networks and in-app programmatic, per thousand impressions or per install.
- How we know it worked
- Installs and events, reported in aggregate where a person hasn't agreed to tracking, and through measurement SDKs with consent where they have, with fraud filtering.
- Stages
- Discover, Convert
-
Rewarded and playable ads
A reward, a demo, an install, inside the game.- What it does
- Videos that unlock a reward in the game, and playable demos of another app.
- Where it works
- Games and consumer apps.
- How it's bought
- Game networks, with offers per install or per event.
- How we know it worked
- Installs, then revenue and retention by cohort of users.
- Stages
- Convert
-
In-game placements
Ads that live inside the game world, measured to industry guidelines.- What it does
- Ads inside the game world, such as billboards and screens, on computer, console, mobile and headsets.
- Where it works
- Gamer audiences that are hard to find elsewhere.
- How it's bought
- Specialist networks and programmatic.
- How we know it worked
- Impressions and viewability under the industry guidelines for ads inside games.
- Stages
- Discover
-
Esports and live game streaming
The teams, tournaments and streams young audiences follow.- What it does
- Sponsorship of teams, tournaments and live game streams.
- Where it works
- Brands that speak to younger audiences.
- How it's bought
- Direct agreements at a flat fee.
- How we know it worked
- Exposure, lift and dedicated codes.
- Stages
- Discover
Commerce and retail media
, stages Discover, Consider, Convert, Retain,
9 channels
Retailer and commerce networks, online and in store, closest to the purchase, planned and activated with the retailers and networks that sell them.
How we measure it Closed-loop sales from the retailer's data, often through a clean room, read for incrementality and new-to-brand customers.
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Sponsored products
Your products at the top of retailer and marketplace search.- What it does
- Sponsored products in the search results and pages of retailer and marketplace sites and apps.
- Where it works
- Brands sold by online retailers.
- How it's bought
- Auction per click, self-serve or managed by the retailer.
- How we know it worked
- Closed-loop sales with a stated attribution window, new-to-brand customers and incrementality.
- Stages
- Convert
-
Retail display and video
Brand moments on retailer sites and apps, next to the cart.- What it does
- Display and video on retailer sites and apps, close to the cart.
- Where it works
- Launches, and share of the digital shelf.
- How it's bought
- Auction, or guaranteed with the retailer.
- How we know it worked
- As sponsored products, plus viewability.
- Stages
- Consider, Convert
-
Offsite retail media
EmergingRetailer audiences, reached across video, social, streaming and screens.- What it does
- The retailer's data used to buy placements away from its own sites, across display, video, social, connected TV, outdoor screens, audio and AI assistants.
- Where it works
- Finding the people who buy the category, away from the retailer's own sites.
- How it's bought
- Through the retailer or its platform, often with a clean room.
- How we know it worked
- Sales linked to the retailer's data, through a clean room with checks on data quality.
- Stages
- Discover, Consider
-
In-store media
Screens, audio and connected carts inside the store.- What it does
- Screens, audio, connected carts, checkouts and windows inside the physical store, in standard store zones.
- Where it works
- Categories decided in the aisle.
- How it's bought
- Direct with the retailer.
- How we know it worked
- Presence and dwell time in the zone, proof of play and store sales.
- Stages
- Convert
-
Commerce networks
Travel, mobility, delivery and payment apps, at the point of decision.- What it does
- Ad networks run by travel, mobility, home delivery, payment and classifieds services.
- Where it works
- Purchase moments close to the brand's own.
- How it's bought
- Direct, or self-serve on the network.
- How we know it worked
- A closed loop with the network's transaction data.
- Stages
- Consider, Convert
-
Card-linked offers
Rewards tied to a payment card, confirmed by the purchase itself.- What it does
- Offers shown in banking apps and tied to the shopper's payment card, with a reward credited after the purchase.
- Where it works
- Retail and restaurants, and winning back lapsed customers.
- How it's bought
- Paid on results. The merchant funds the reward and pays a fee.
- How we know it worked
- Purchases verified by the card transaction.
- Stages
- Convert, Retain
-
Comparison sites
Where shoppers line up prices and terms before they choose.- What it does
- Sites that compare prices and terms for insurance, finance, travel and energy.
- Where it works
- Products people compare on price and terms.
- How it's bought
- Per click, per lead or per sale.
- How we know it worked
- Leads and conversions. Follow-up phone calls need documented consent.
- Stages
- Consider, Convert
-
Shelf and shopper marketing
Displays, aisle ends and promotions where the choice is made.- What it does
- Displays, end caps, materials and promotions at the point of sale.
- Where it works
- Consumer packaged goods.
- How it's bought
- Trade agreements with the retailer.
- How we know it worked
- Sales by store, and tests between similar stores.
- Stages
- Convert
-
Coupons and inserts
Printed and digital coupons that earn the first trial.- What it does
- Coupons printed in newspaper inserts, and digital coupons.
- Where it works
- Consumer packaged goods and a first trial. Print volumes are falling.
- How it's bought
- Bought by distribution, often in pages shared between brands.
- How we know it worked
- Coupons redeemed.
- Stages
- Convert
Performance partnerships
, stages Consider, Convert, Retain,
4 channels
Affiliates, reward sites, lead networks and pay per call, paid on results and deduplicated against every other channel, planned and activated with the networks that run them.
How we measure it Tracked links, leads and call outcomes, deduplicated across channels, with tests that show which sales would have happened anyway.
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Affiliate publishers
Reviews and buying guides, paid on results.- What it does
- Review sites, buying guides and commerce content, paid on results.
- Where it works
- Ecommerce, and services that need explaining.
- How it's bought
- Commission per sale or per action.
- How we know it worked
- Tracked links, deduplicated against the other channels. The paid relationship is disclosed near the link.
- Stages
- Consider, Convert
-
Rewards and loyalty sites
Rewards that close the sale, measured for real lift.- What it does
- Sites and apps that give shoppers a reward on their purchase or offer discount codes.
- Where it works
- Closing sales with shoppers who are already deciding.
- How it's bought
- Commission per sale.
- How we know it worked
- Tracked sales, with incrementality tests so you don't pay for sales that would have happened anyway.
- Stages
- Convert, Retain
-
Lead generation
Qualified contacts with documented consent.- What it does
- Networks that collect interested contacts and sell them per lead.
- Where it works
- Finance, insurance, education and home services.
- How it's bought
- Cost per lead.
- How we know it worked
- Lead quality in the CRM, with documented consent.
- Stages
- Convert
-
Pay per call
Paid only for calls that meet the agreed criteria.- What it does
- Inbound calls paid for when they pass a minimum duration or an agreed qualifying rule.
- Where it works
- Services sold over the phone.
- How it's bought
- Price per qualified call, revenue share or transfer.
- How we know it worked
- Call duration and outcome, with consent on record.
- Stages
- Convert
Messaging and CRM
, stages Consider, Convert, Retain,
3 channels
Your own customers and opted-in subscribers, reached with consent by email, text and chat, planned and activated on the lists and tools you own and on third-party lists.
How we measure it Clicks, sales and opt-outs from your CRM, measured against a holdout group that receives nothing.
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Email
Lifecycle messages to your customers, and dedicated sends to opted-in lists.- What it does
- Messages to your customers and subscribers, timed to their lifecycle, and dedicated sends to the opted-in subscribers of other publishers' lists.
- Where it works
- Repeat purchase and reactivation, and reaching new audiences that chose to receive offers by email.
- How it's bought
- A sending platform for your own lists, or dedicated sends to opted-in third-party lists, bought per thousand sends.
- How we know it worked
- Clicks, sales and holdout tests. Opens are less and less reliable.
- Stages
- Convert, Retain
-
SMS and rich messaging
Short, timely, consent first.- What it does
- Text, multimedia and rich messages.
- Where it works
- Time-limited promotions and abandoned carts.
- How it's bought
- Cost per message, with registration of business numbers.
- How we know it worked
- Clicks, sales and opt-outs. Automated promotional texts need written consent first.
- Stages
- Convert, Retain
-
Chat app messaging
Conversations on the apps your customers already use.- What it does
- Brand conversations in chat apps, sent only to people who opted in.
- Where it works
- Audiences for whom chat is the main channel.
- How it's bought
- Per conversation or per message, depending on the platform.
- How we know it worked
- Replies and sales in the chat.
- Stages
- Consider, Retain
Out of home
, stages Discover, Consider, Convert,
8 channels
Roads, transit, venues and the big screen, planned and activated with the owners of the boards, screens and sites.
How we measure it Audiences from the industry's audience measurement, proof of play from the media owner, then geo tests and the mix model.
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Billboards
Large roadside formats, measured by the people likely to see them.- What it does
- Large roadside formats such as bulletins, posters, spectaculars and wallscapes.
- Where it works
- Local and national awareness, close to the point of purchase.
- How it's bought
- Contracts by period with the owners of the boards.
- How we know it worked
- Impressions as opportunity to see and likelihood to see, audience composition, reach and frequency.
- Stages
- Discover
-
Digital out of home
Screens that change message by hour, place or weather.- What it does
- Digital screens in rotation, also bought programmatically.
- Where it works
- Messages by time, place, weather or event.
- How it's bought
- Direct or programmatic, with an impression multiplier per play and the location of the screen required.
- How we know it worked
- Estimated impressions per play, proof of play and geo tests.
- Stages
- Discover
-
Transit and airports
Buses, rail, taxis, fleets and terminals.- What it does
- Buses inside and out and full wraps, subway and rail, taxis, trucks and fleets, mobile billboards, aerial banners and airports.
- Where it works
- Dense cities, commuters and business travelers.
- How it's bought
- Contracts with transit media owners.
- How we know it worked
- As billboards.
- Stages
- Discover
-
Street furniture
Shelters, kiosks and newsstands at eye level.- What it does
- Bus shelters, kiosks, newsstands and bike racks.
- Where it works
- Pedestrians and shoppers in town centers.
- How it's bought
- Contracts by network of sites.
- How we know it worked
- As billboards.
- Stages
- Discover
-
Place-based screens
Gyms, workplaces, malls and fuel stations, where people pause.- What it does
- Screens and spaces in gyms, office buildings and elevators, fuel stations and malls.
- Where it works
- Precise audiences in precise places.
- How it's bought
- Direct with the network, or programmatic.
- How we know it worked
- Presence and dwell time, as for outdoor screens.
- Stages
- Discover, Consider
-
Cinema
The big screen before the feature, for an audience that chose to be there.- What it does
- Spots on screen before the film, and placements in the lobby.
- Where it works
- Attentive audiences, launches and younger viewers.
- How it's bought
- Direct with cinema advertising networks.
- How we know it worked
- Attendance and lift.
- Stages
- Discover
-
Stadiums and arenas
Signage, team deals and naming rights in the venues fans return to.- What it does
- Signage in venues, team sponsorships and venue naming rights.
- Where it works
- Brands with a link to a city, a region or a sport.
- How it's bought
- Agreements over several seasons, at a flat fee.
- How we know it worked
- Equivalent media value, then brand objectives, then financial return.
- Stages
- Discover
-
Events and trade shows
Where products are touched and deals begin.- What it does
- Trade shows, owned events, activations and sampling.
- Where it works
- B2B at trade shows, and product launches.
- How it's bought
- Space, a booth or a sponsorship.
- How we know it worked
- Contacts collected, pipeline and mentions. The effect is hard to separate from everything else, so we say how it was estimated.
- Stages
- Consider, Convert
Print and mail
, stages Discover, Consider, Convert, Retain,
5 channels
Titles people keep and mail people open, planned and activated with publishers, printers and mail services.
How we measure it Dedicated codes and URLs, redeemed coupons, buyers matched back to the mailing list, holdout groups and the mix model.
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Newspapers
Local and national titles, in print and digital editions.- What it does
- Ads in national and local newspapers, in print and digital editions.
- Where it works
- Adult and local audiences, and institutional messages.
- How it's bought
- Direct order by issue and format.
- How we know it worked
- Circulation audited by an independent body, plus dedicated codes and addresses.
- Stages
- Discover, Consider
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Magazines
Titles readers keep and return to.- What it does
- Pages in special-interest magazines.
- Where it works
- Luxury, fashion, travel and passions.
- How it's bought
- Direct order by issue.
- How we know it worked
- Audited circulation and lift.
- Stages
- Discover, Consider
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Trade press
The publications each industry reads.- What it does
- Trade magazines and sites written for professionals.
- Where it works
- B2B, with readers who buy for their industry.
- How it's bought
- Direct order, often in packages with events.
- How we know it worked
- Contacts and leads.
- Stages
- Consider
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Direct mail
Addressed mail, also triggered by what people do online.- What it does
- Letters, postcards and catalogs sent to chosen recipients, including mail sent automatically after something a person does online.
- Where it works
- High-value customers, reactivation and regulated categories.
- How it's bought
- Print and postage, on your own lists or on lists licensed for the mailing.
- How we know it worked
- Dedicated codes and addresses, buyers matched back to the mailing list, and control groups that receive nothing.
- Stages
- Consider, Convert, Retain
Owned and earned, measured alongside
These sources aren't bought, so they sit outside the count. They still move results, and a plan that leaves them out credits paid media with sales it didn't cause.
Visibility in AI answers
Being cited in the answers of AI assistants. It often arrives as direct or referral traffic, so that is where we look for it.
Earned media and PR
Articles, interviews and mentions nobody paid for. They move branded search and direct traffic, which would otherwise be credited to paid channels.
Organic social and community
The brand's own profiles and communities, the base that social ads and creators build on.
Referral programs
Customers who bring customers for a reward, deduplicated against affiliates and reward sites.
Owned site and app
The site, the app and their notifications, where first-party tracking brings every other channel together.
Questions we get
How do you choose channels for a plan?
We start from the business goal and work back. Each channel gets a role, from building demand to capturing it or keeping customers, and comes into the plan with its buying model and the way we will measure it. The steps are on Media planning.
Is every channel right for every brand?
No. Most plans use a handful. The catalog is the whole map so the choice is made on purpose, and every card says where the channel tends to work.
What does Emerging mean?
A channel whose formats, access or measurement are still settling. We test it with a dedicated budget, apart from the core plan, and report on it separately.
Pick the channels later. Start with the goal.
Tell us what the business needs to change, and the plan picks the channels that can change it.
Social and creators
, stages Discover, Consider, Convert, 8 channelsFeeds, short video, communities and creators, planned as one system and bought by auction or as reserved reach.
How we measure it Server-side conversions deduplicated with the platform's own, dedicated codes and links for creators, lift studies and the mix model.
Social feeds
Image, carousel and video ads in the feed, by auction or reserved reach.Short-form video
Full-screen vertical video, built for the first second.Lead and messaging ads
Prefilled forms and chat openers that turn interest into a conversation.Professional networks
Decision makers by role, company and industry.Communities and forums
The places where people compare, ask and recommend.Social commerce and live shopping
Shoppable posts, in-app storefronts and live selling.Creator partnerships
Content made and published by creators, clearly disclosed.Creator-led ads
The creator content that works, licensed and scaled as paid media.