What is Marketing and Media with ROAS?
Every peso spent on media must be able to explain what it produced. Marketing and Media with ROAS brings together media planning, buying and optimization with clear measurement of the return.
We start from the audiences and the business objective, build the omnichannel media plan, produce creative by segment and optimize continuously with each campaign’s data.
Attribution stops being an end-of-campaign report and becomes the way to decide where to invest next week.
The problems clients bring us
Do we know what our media investment returns?
Budgets spread across channels without attribution or comparable return.
Are we reaching the audiences that matter?
Stagnant reach in priority segments and heavy investment in low-relevance audiences.
Are campaigns optimized or just reported?
Monthly reports that arrive too late to change anything.
Does the same creative work for everyone?
Generic messages that don’t connect with each segment’s needs.
Are agencies, platforms and internal teams aligned?
Different objectives and metrics depending on who is measuring.
How do we combine brand and conversion?
Tension between building the brand over the long term and selling in the short term.
Our approach, applied to Marketing and Media with ROAS
The same four phases of «Our approach», with what we do and what we deliver in each one.
The path of a media program with ROAS
- 01Media auditHistorical investment, accounts, measurement and creative.
- 02Audiences and objectivesSegments with first-party data and metrics by objective.
- 03Media plan and testsBudget by channel, creative by segment and testing plan.
- 04ActivationCampaigns running on every channel in the plan.
- 05Weekly optimizationReturn by channel and campaign, and reallocation of investment.
We use a problem-solving structure to frame hypotheses.
We review historical investment by channel, ad accounts, measurement and creative, and agree on the campaigns’ business objectives.
DeliverableMedia and measurement auditWe break the problem down into a MECE structure.
We segment audiences with the available first-party data and organize objectives and metrics by stage: reach, consideration and conversion.
DeliverableMap of audiences and objectivesWe build the business cases and the structure of each initiative.
An omnichannel plan with budget by channel, creative by segment, a testing plan and the expected investment with its return.
DeliverableMedia planWe provide support with a dedicated, full-time on-site team within the organization.
We activate the campaigns, optimize continuously and report the return by channel and campaign at a weekly cadence.
DeliverableAttribution and ROAS
What does the diagnosis review?
Channel matrix by objective
- 01Video and connected TVBuild the brandGenerate demand (support)
- 02Social mediaBuild the brandGenerate demandConvert (support)Build loyalty (support)
- 03SearchGenerate demand (support)Convert
- 04Display and programmaticBuild the brand (support)Generate demandConvert (support)
- 05Retail mediaGenerate demand (support)Convert
- 06CRM and emailConvert (support)Build loyalty
- Objectives and audiencesBusiness targets, priority segments and available data.
- Media mixInvestment by channel, format and funnel stage.
- Creative and messagingPieces by segment, tests and performance.
- Buying and activationPlatforms, bidding, frequency and targeting.
- Measurement and attributionAttribution models, ROAS and experiments.
- Operations and teamRoles, agencies, processes and tools.
How is investment optimized?
Each campaign goes through a short cycle of planning, activating, measuring and adjusting, and investment moves toward what proves its return.
Campaign optimization cycle
- 01Audiences
- 02Media plan
- 03Activation
- 04Measurement
- 05Reallocation
- Weekly optimization
What stays in your organization
- Media plan
- Investment by channel, format and audience, connected with business objectives.
- Omnichannel campaigns
- Campaigns live on digital and traditional channels, with creative by segment.
- Attribution and ROAS
- Return measured by channel and campaign, with learnings for reallocating investment.
- Testing plan
- Audience, message and format experiments with documented results.
- Performance dashboard
- Weekly reach, conversion and return indicators.
Strategic challenge, analytical rigor, measurable impact
Qualitative cases: figures are published once the client validates them.
Data-driven consumer campaigns
Mass-consumer brand with a national presenceScattered media investment, without clear attribution and with stagnant reach among priority audiences.
Audience segmentation with first-party data, an omnichannel media plan with creative by segment and continuous optimization by ROAS.
Greater reach among priority audiences and measured return on every campaign.
Where do we apply it?
Led by Benká Media, with the rest of the holding when the challenge calls for it.
