At Peloton Media, we’re not just experts; we’re enthusiasts! With a wealth of experience, we’re all about crafting vibrant digital campaigns across various platforms.
See below to learn more about what each service offering entails or reach out today to learn more about what we can do for you!
Strategic media planning forms the foundation of any successful advertising campaign. It involves setting clear goals, understanding the target audience, and consumer behaviour by crafting a comprehensive strategy to deliver the right message at the right time. In media advertising, strategic planning ensures that campaign elements such as Media Selection, Geographic Location, Budget Allocation, and Evaluation Metrics align with the brand’s objectives and connect meaningfully with the intended audience.
More than goal setting, strategic media planning involves analyzing market dynamics and leveraging this data to plan and select the most effective digital media channels. This approach ensures campaigns are creative and purposeful, driving meaningful responses and amplifying the campaign’s overall impact.
Building a strategic media plan allows for efficient resource allocation, avoiding unnecessary costs, and optimizing campaigns for maximum reach. In today’s fast-changing digital landscape, where consumer preferences and market trends shift rapidly, strategic planning is crucial for maintaining a competitive edge.
Programmatic display advertising uses automated technology and algorithms to buy and sell digital ad space on global websites in real time, referred to as Real Time Bidding or RTB. This approach revolutionized traditional advertising by eliminating face-to-face negotiations, allowing media buyers to secure ad placements swiftly, efficiently and cost-effectively. Formats purchased include static display or video.
By harnessing AI, consumer data and machine learning, programmatic display ensures that ads are delivered to the most relevant audiences at the optimal moment. It leverages detailed insights, such as demographics, behavioural attributes, and purchase history, to precisely target specific audiences. Most programmatic audience tracking is done through cookies. Due to increasing privacy concerns, the industry is working towards new and safer methods to reach consumers.
Programmatic display enables media advertisers to scale their campaigns seamlessly across multiple media websites and devices. With real-time optimization, media advertisers can fine-tune their strategies instantly, ensuring their campaigns achieve maximum reach and engagement. The leading DSPs (Demand-Side Platforms) preferred by Canadian media buyers include Google, StackAdapt, Amazon, and The Trade Desk.
For any brand looking to stay competitive in today’s fast-paced digital marketing environment, programmatic display is one of the essential tools for achieving cost-effective, scalable results.
Data analytics—the process of examining data from various sources that includes a combination of first-party data, sourced directly from the client, or second-party data shared via a marketer’s direct relationship, and third-party data, acquired from website publisher data. Analyzing this data helps media advertisers extract meaningful insights for strategic media planning and buying purposes.
In today’s data-driven landscape, data analytics is crucial for businesses aiming to enhance their marketing and media advertising efforts.
The key benefits of data analytics include gaining a detailed understanding of consumer demographics, their purchasing behaviours, and their media preferences through the analysis of social media, website traffic, and customer feedback. This leads to targeted campaigns with higher engagement and conversion rates. Data analytics tools allow for the ongoing refinement of marketing and media advertising strategies by identifying what works best, ensuring more effective resource allocation, and maximizing return on investment (ROI).
Moreover, predictive analytics helps anticipate future trends by analyzing historical data, enabling timely adjustments to strategies and staying ahead of competitors. It also plays a critical role in measuring the success of marketing campaigns by tracking key performance indicators (KPIs) and assessing metrics like conversion rates and customer acquisition costs.
Incorporating data analytics into your digital media strategy is not just advantageous—it’s essential. It is the cornerstone of successful media advertising, empowering media planners to predict trends, optimize digital media strategies and selections to achieve the best results.
Social media ads are strategically placed on user-generated social media platforms such as Facebook, Instagram, TikTok, Snapchat, and Pinterest. Media buyers utilize the advanced hyper-targeting capabilities of these platforms to effectively reach users based on their demographics, interests, and online behaviours. With social media being the ultimate powerhouse in engagement, brands can produce customized creative formats that connect more personally with their consumers. The power of social media ads lies in their ability to engage users where they spend a significant portion of their time. With billions of active users, social media platforms offer an expansive pool of potential customers. By leveraging precise targeting, brands can deliver highly personalized ads to specific audience segments, increasing engagement, brand awareness, brand loyalty, and conversion rates. The ability to track performance in real-time further enhances the effectiveness of social media ads, providing marketers with unparalleled control and immediacy in optimizing their social media advertising strategies.
Social media advertising is a game-changer, not only for B2C but also for B2B companies. Platforms like LinkedIn are instrumental in connecting businesses with professional audiences, demonstrating the versatility of social media ads across various sectors.
In today’s digital landscape, social media ads are no longer optional—they are an essential part of a digital media campaign for driving business success.
Custom dashboards are personalized compilations of reports, featuring both graphical and tabular representations of monitoring data. Their flexibility allows for the addition of custom report tiles and the display of performance data in various formats to identify consumer market and behavioural trends quickly. These dashboards are pivotal in media advertising as they enable advertisers to focus on key performance indicators (KPIs) critical to a brand’s success, such as audience demographics, engagement rates, and conversion metrics, setting them apart from standard reporting tools.
Their significance lies in simplifying the management of increasingly complex digital campaigns. By consolidating data from multiple platforms into a single, comprehensive view, advertisers can optimize performance more effectively. The customizable nature of these dashboards ensures that insights remain relevant to a brand’s goals, making them an essential asset in driving successful media advertising strategies.
In today’s data-driven landscape, where data guides strategic decisions, custom dashboards provide a competitive edge. They enhance transparency in campaign performance and empower advertisers to adapt swiftly to changing market dynamics, ensuring campaigns remain aligned with business objectives. Integrating custom dashboards into a media strategy is key to achieving greater efficiency, deeper insights as well as more successful outcomes.
Paid search, also known as search engine marketing (SEM) is a powerful digital advertising strategy utilizing a pay-per-click (PPC) model to place ads at the top of search engine results. This approach includes various search types: text, voice, and visual. Text search involves traditional keyword queries, voice search leverages conversational queries through smart assistants, and visual search uses image recognition for more contextually relevant results.
AI has transformed the search landscape by enhancing search engines’ ability to understand context and predict user intent, making search more intuitive and personalized. This recent advancement allows for more effective and precise results, shaping the future of search.
The immediate and measurable results of paid search make it crucial for businesses aiming to target specific customer needs and behaviours. By focusing on keyword bidding, relevance, and ad quality, paid search ensures strategic positioning in response to evolving consumer search patterns. As AI continues to drive innovation, adapting to these changes will be essential for maintaining a competitive edge in digital marketing.
Digital video advertising involves creating video content specifically tailored for online audiences. Ads are strategically placed as pre-roll, mid-roll, or post-roll content of various lengths depending on demographics, interests, and viewing patterns, allowing brands to engage with relevant audiences and increase online interactions.
The impact of digital video advertising is particularly evident among younger audiences who have moved away from traditional TV towards online platforms like YouTube, Facebook, and Instagram. Content formats such as YouTube videos, Facebook, Snapchat, and Instagram reels are highly viewed, not just by the majority of Gen Z and Millennials but users across all age groups.
Managing and addressing the various challenges of ad skipping in digital video is essential. Producing multiple as well as highly captivating ads can solve this issue to increase viewership and engagement.
Digital video advertising’s precision targeting enables advertisers to effectively reach their ideal audience by age, location, and viewing habits, making it an essential tool in today’s media landscape. As mobile video consumption continues to grow, ads are delivered across multiple devices, ensuring widespread reach and effectiveness. Real-time performance monitoring and strategic adjustments are crucial for optimizing campaign outcomes. Incorporating digital video advertising into a media strategy is vital for staying relevant and driving sustainable growth.
Connected TV (CTV) refers to television that can connect to the internet and access content beyond traditional linear TV broadcasts, essentially through ad-assisted platforms like Netflix, Crave, YouTube, and Disney+. This functionality allows viewers to watch not only digital video content from streaming apps directly on their TVs but also traditional TV content at any time, making CTV a crucial component of the ever-evolving media landscape.
The sizable migration of viewers in recent years from traditional TV to digital platforms largely underscores the importance of Connected TV. In countries like Canada, over two-thirds of the adult population are now CTV viewers, driven by the increasing access to Smart TVs and the growing variety of streaming content. As CTV viewership grows in all demographic groups, it consumes a larger share of overall TV viewing and emphasizes a remarkable shift in consumer behaviour. It is no surprise that CTV is expected to soon overtake total linear TV viewing.
Connected TV’s highly enhanced data-driven targeting abilities offer advertisers precise control over their campaigns, enabling them to effectively reach fragmented audiences across multiple devices. The sheer ability to target specific demographics and measure performance in real time makes CTV a must-have tool for marketers looking to maximize ROI. As traditional TV viewing continues to decline, integrating CTV into television buying strategies is essential for advertisers to remain competitive.
To maintain competitiveness, advertisers must consider allocating a significant portion of their television budgets to CTV and leveraging the expertise of digital media planners and buyers.
Digital audio advertising refers to ads delivered via online audio content, such as streaming platforms (Spotify), podcasts, and digital radio (iHeart Radio). Depending on the platform and user engagement patterns, these ads are typically integrated into the listening experience as pre-roll, mid-roll, or post-roll segments. With the increasing consumption of digital audio content, especially among younger demographics, digital audio advertising has become an instrumental part of modern media strategies.
Its ability to reach audiences while commuting, during workouts, or multitasking makes digital audio a key tool in media advertising. It allows brands to interact with listeners more intimately, utilizing sound to create strong emotional connections. Moreover, its precision targeting capabilities enable advertisers to reach specific audience segments based on factors like listening habits, preferences, and demographic location.
As the number of digital platforms surpasses traditional radio, interactive audio ads are gaining popularity, enabling listeners to engage directly with content. The rise of smart speakers, voice-activated devices, and on-demand streaming provides brands with a dynamic advertising environment. Digital audio ensures that messages are delivered to the right people at the right time, making it a pivotal tool for advertisers seeking to maintain a competitive edge and drive successful campaigns.
Digital Out-of-Home (DOOH) advertising refers to the use of digital screens placed in public spaces. From retail stores and transit stations to highways and streets, these ads are omnipresent and employ multiple communication strategies to capture attention in busy and bustling areas. By integrating digital content with location-based mobile data, DOOH advertising allows brands to deliver personalized ads at critical moments, especially near or at the point of purchase.
This approach enhances the relevance of advertising messages and boosts consumer engagement. DOOH’s ability to provide real-time, dynamic content updates makes it indispensable for media advertisers, enabling them to adjust messages based on factors such as time of day, audience demographics, or local events. This flexibility helps brands effectively reach consumers in various high-traffic settings.
With rapid advancements in programmatic advertising and smart city technologies driving its evolution, DOOH is positioned for significant growth. As urban areas become more interconnected, DOOH will offer even greater opportunities for interactive and data-driven campaigns, solidifying its role in modern advertising strategies. While traditional out-of-home formats like billboards remain relevant, DOOH’s innovative approach is reshaping the digital advertising landscape.