PALMERBET
Restoring media trust to find more customers.
The problem
A history of mistrust with media agencies had left rate efficiencies at a stand still.
Where experience led us
As a new media agency we could have offered cheaper rates by incorporating hidden extras. But our experience taught us to be completely transparent in our use of channels and vendors. We embraced a single channel of outdoor, rather than 5+ channels to minimise sunk cost. Along with this we utilised trade media across all vendors, specifically three outdoor vendors. By diversifying our buy outside of a single outdoor network we obtained better reach.
The out-performance
Palmer Bet’s media buy actually became more efficient than their in-house media model resulting in more customers.
11% improvement in discount.
15% improvement in reach potential.
