2. Imagine the
company you
want to do
Active purchases more than $1 billion in global media annually on behalf of its clients
business with
fINANcIAl flexIbIlItY fOr
t O d AY ’ S e c O N O M Y
for more than two decades, Active International has created financial relationships with global
media companies by investing its own capital and providing goods and services that these
companies need to operate and grow their business. In return, Active is able to acquire
unrestricted rights to advertising space and time across all media platforms, resulting in a
lower net cost of media.
In addition to these strategic relationships, we develop principal partnerships with emerging
media and communications companies that offer new and innovative ways to reach and
connect with consumers. Our trading model, scale, and independence enable us to invest in
these companies and develop exclusive distribution agreements without conflicts of interest.
As a result, Active’s clients gain a powerful competitive advantage by receiving high impact,
cost-efficient media along with unique marketing opportunities not readily available from
the POwer Of POSSIbIlItIeS traditional resources.
If you closed your eyes and imagined the company you wanted to do business with, wouldn’t it be
one that creates possibilities – for your brand, your business, and your bottom line?
funding for capital expenditures
At Active International, we’ve been creating possibilities for our clients for more than a quarter ActIve delIverS tune-in Advertising
century. with a comprehensive investment and trading model as our foundation, we deliver a one-
two punch of integrated media and financial flexibility to the global brands we work with every day.
A wIde rANge Of website & Microsite development
If you’re like most of our clients, you’re looking for a trusted partner, new ideas, and solutions that
SOlutIONS tO the corporate Meeting & event Planning
domestic & International hotels
will make a difference in your business. what differentiates the company you want to do business MedIA cOMMuNItY
Merchandise & Premiums
with from all the rest?
Perhaps it’s the possibilities
3. w e u N d e r S tA N d M e d I A
At Active, we live and breathe media. Our senior team
averages more than 20 years of media experience and
while other companies may be leaving the details of your
business to those less experienced, we bring expertise, Creating and
perspective, vision, and accountability to every relationship. executing programs
Active employs more than 170 media professionals with cross-platform expertise and broad agency that reach consumers
backgrounds. Immersed in media, we understand how changing behaviors, emerging technologies,
and consumer preferences impact your marketing strategies.
beyond a dedicated and experienced media team, our longstanding relationships with media leaders
provide us with unique access to the highest level of insights within media organizations around the
world. we formalized this connection by creating the Active International Media Advisory board.
comprised of top executives from the domestic and international broadcast community, the board
provides a forum to discuss industry trends and develop new solutions that lead directly to increased
efficiencies and new opportunities for our clients.
however, insights aren’t just a once-a-year event. On a daily, weekly, and monthly basis, we’re
strategizing with these insiders about everything from cross-platform integration to changes in
broadcast measurement to the impact of social networking.
O u r M e d I A P h I lO S O P h Y
with a keen understanding of the consumer mindset and a pulse of the media landscape,
our media philosophy is based on a few simple ideas.
· Integrated media includes any communication channel that shapes a brand perception
digital and/or results in a positive purchasing decision.
· the appropriate integration is based on your marketing goals.
· we deliver the quality media, the richest opportunities, and the greatest value.
out-of-home
working in concert with you and/or your agency, we review every media plan from a holistic
perspective before any buy is recommended or placed. by combining
our trading positions with our clients’ plans, we’re able to
broadcast
provide increased cost efficiencies and flexibility while at the
same time delivering media that meets our clients’ exact
print specifications. this approach ensures that the greatest
media value and economic benefits are delivered and
new possibilities are identified and recommended.
retail As a result, our clients are able to supplement reduced
budgets, maximize the budget they have, or expand their
We know where to connect with consumers media plans without a corresponding budget increase.
4. Digital Offerings
dIgItAl cAMPAIgN
Nielsen Netrating Media research, campaign Planning, Placement
StrAtegY
& Optimization, Online Sweepstakes & Promotions
& PlANNINg
Affiliate Marketing, Search engine Optimization & Marketing,
reSPONSe display & rich Media Advertising, email & viral campaigns, Mobile
MArketINg Marketing, Social Networking, e-commerce, Internet content
creation – landing Pages
database Programming, content Management Systems, flash
Active delivers media to enhance your communications strategy webSIte development, video & Audio Production, consumer-generated
develOPMeNt Marketing (blogs, Pod/vidcasts, Message boards, texting, etc.)
website hosting
N At I O N A l b r OA d c A S t webSIte website & banner creative, Interactive Multimedia, user Interface
broadcast is experiencing a sea change due to technology advancements and consumer preferences, deSIgN design, Identity & brand development
yet it remains an integral component of many media plans. As this medium continues to adjust to
rOI trAckINg doubleclick dashboard reporting technology, email campaign
marketplace demands, longstanding relationships with the major media organizations are critical if & cAMPAIgN Statistics & tracking reports, Search engine & banner Ad conversion
marketers want to react nimbly. reSultS reporting, return-on-Investment & return-on-Ad Spend Programs
Active has been partnering with virtually every major broadcaster, cable and radio network, and
syndicator for more than 24 years. As a result, our National broadcast department has the investment
and purchasing strength to deliver our clients’ plans as well as the ability to develop customized
placement opportunities, ranging from on-air billboards to branded entertainment, that support or
augment our clients’ brand goals. lO c A l b r OA d c A S t
whether we’re negotiating with these media providers on an upfront or scatter basis or opportunistically, given the complexity of reaching the local tv and radio markets, as well as the continued
we consistently deliver the schedules outlined in our clients’ plans. advancements in technology, it’s critical that the team you work with is rooted in experience,
has strong relationships with local stations, and is agile enough to adapt.
broadcast ◘ cable ◘ radio ◘ Syndication ◘ direct response ◘ digital
Active’s local broadcast department has devoted significant resources to develop longstanding
relationships with the 2,000+ stations in a majority of the top 200 dMAs across the country.
d I g I tA l & e M e r g I N g M e d I A As a result, our local team has a pulse on individual marketplace trends, consumer activities,
and emerging opportunities.
the immersion of digital throughout all media platforms is providing marketers with innovative
marketing services and new ways to reach consumers. Active’s digital department provides we continue to invest in broadcast verification technology
strategic guidance in utilizing best-of-breed technology and research, incorporating the most and provide a dedicated resource for promotions & quality
current communication channels available. control, which keeps us alerted to local market nuances
so that we’re able to react quickly to market changes
from the onset, we gain an understanding of our clients’ goals, and then deliver direct-to-consumer
and ensures that our buys remain aligned with our
insights, strategic web development, and media placement based on those goals. Seeking out and
clients’ marketing goals.
investing in key online players in the digital media space, Active integrates the technology, designs,
and business modeling to determine which media channels will most effectively enhance our clients’ local broadcast ◘ cable ◘ radio ◘ direct response
communication strategies.
5. PrINt
digital’s integration into the print media space has created additional opportunities for brands to
engage with consumers. In sync with these marketplace shifts, Active’s Print department leverages
its close relationships with leaders in print media to develop and deliver integrated solutions with
national, regional, and local consumer magazines and newspapers, incorporating digital as appropriate.
throughout the media placement process, we continually identify ways to enhance marketing
strategies. In addition, the latest syndicated research is used in conjunction with consumer insights.
we’re able to maximize target delivery, ensuring not only the audience, but the positions and
added value required.
consumer Magazines ◘ trade Magazines ◘ Newspapers ◘ digital ◘ fSI’s
YO u t h M e d I A M A r k e t I N g
O u t- O f - h O M e Active’s dedicated Youth Media Marketing department brings experience, expertise, and a wide
As out-of-home, retail marketing, and digital become more seamlessly integrated, consumers range of solutions specifically designed to reach the youth market. Acting as agency of record
are affected at every touchpoint. Active’s dedicated Out-of-home department delivers consumer- for youth-targeted companies, we deliver a brand-specific vision to research, planning, budgeting,
directed media at the most targeted locations and at a cost that provides advantages to our clients. purchasing, and auditing.
Our relationships with major out-of-home companies ensure that we can execute the expanded whether it’s traditional advertising, brand-directed websites, or online videos and games, our
strategies created by our clients and that we are at the forefront of this innovative space. Youth Media Marketing department understands this unique media environment. leveraging
encompassing traditional, place-based, and emerging platforms, we are poised to meet all of relationships with this segment’s media leaders, we offer insights, strategies, and media
our clients’ needs. placement that are relevant to today’s digital natives while addressing the safeguards
necessary to this target.
bulletins ◘ Spectaculars ◘ transit ◘ cinema ◘ taxis ◘ Street furniture
◘ Mobile ◘ Aerial ◘ In-Store ◘ digital ◘ Place-based ◘ Stadium broadcast ◘ cable ◘ local ◘ Planning ◘ research ◘ Promotions
d I r e c t r e S P O N S e – b r OA d c A S t
direct response has become an increasingly important element in many marketing plans
as clients are pressured to maximize their budgets and the impact of their campaigns.
Our direct response department is experienced in all aspects of this critical retail medium.
from strategy and planning to creative recommendations and execution, our team is poised
to select a telemarketing company or act as a liaison between our clients and their production
company, serving as a resource for direction and support.
Our clients receive close stewardship and accountability to ensure we’re aligned to deliver
their goals.
6. MuSIc lIceNSINg
Music reaches into the heart of almost every
consumer, providing a unique way for brands to
connect with them. Active offers a wide range of
cost-efficient digital music offerings, including licensing of
music content through more than a million songs from major
label and independent music providers, as well as sonic branding,
virtual cds, mobile ringtones, and gift card promotions.
Reach markets that
spend more than r e tA I l M A r k e t I N g
$1 trillion annually
brands are working harder than ever to engage with consumers and establish brand and
product loyalty. retail marketing has become a critical and integrated component of the
upfront communication process.
focusing on consumer/shopper communications and engagement, both in and around the
store, Active’s retail Marketing department works to enhance the total shopper experience
for your brand as part of your marketing and media plan.
we offer a variety of services to help you gain a deeper understanding of the decisions made
before consumers purchase your products, as well as integrated solutions across retail, digital,
h I S PA N I c & M u lt I c u lt u r A l out-of-home, and traditional media.
with a $1 trillion annual spend, hispanic, African American, Asian, Native American, and lgbt possess retail & Shopper Insights ◘ retail Merchandising ◘ retail environments
unique characteristics that marketers need to address. this combined buying power demands that ◘ retail Promotion ◘ retail Media
brands leverage media in new ways to reach this growing demographic.
As media platforms race to provide new venues to engage these audiences, Active has developed
relationships with the media providers that can reach these consumers. with an integrated approach,
our global media departments work across all platforms to ensure that
brands can reach these audiences at any point in the purchase
process, anywhere in the world.
broadcast ◘ digital ◘ Print ◘ Out-of-home
◘ direct response - broadcast
Changing demographics demand
new ways to leverage media
7. Value-added programs are a key component of our media negotiations
ActIve’S MedIA PerfOrMANce
r e l At I O N S h I P S ASSurANce
Active has more than 1,500 ongoing contracts in place with broadcasters and publishers, through our Performance Assurance team, each client
ensuring unrestricted quality in the media that we purchase on our clients’ behalf. we guarantee receives the attention of seasoned professionals who are
audience delivery in strict accordance with market standards. focused on their business. comprised of representatives from
value-added merchandising is a key component of our media negotiations and buying. Active’s across the organization, the team is headed by a brand advocate who ensures
buying teams work with the media providers to develop strategic value-added programs, such client expectations are met, buys are delivered as specified, and new opportunities are offered.
as interactive websites, sponsorships and merchandising, product placement, bonus units, and · checks and balances provide verification that orders are placed and delivered as specified
billboards. Active’s clients receive all the value-added benefits they’re accustomed to when they and forecasted audience delivery is on target throughout the day.
work with us. · Post-buy analyses are provided to every client to ensure that schedules are delivered in
In addition, our negotiations are inclusive of all platforms a broadcaster or publisher has accordance with the plan.
available, spanning traditional and digital offerings to ensure that we deliver on the most · regular participation in independent media audits confirms that our media placement satisfies
comprehensive of plans. the agreed upon performance metrics.
Tools and Verification Technology
enable our media staff to provide up-to-date, accurate, and relevant information
· Nielsen cume Study · telmar
· Nielsen keeping trac · Plan/diameter
· Media Monitors · SQAd, Media Market guide &
Active consistently · Arbitron Portable People Meter ephron Net costs
overachieves in · MrI · harris (Jefferson data Systems)
client-led media audits · Strata
· Scarborough
· tNS Ad$pender & Stradegy · doubleclick/dArt
· tNS-bvS – broadcast · Net ratings
verification System · SPre
· Publishers Information bureau · cOre
Seasoned professionals are focused on your business
8. INSIghtS Are the fOuNdAtION Of ANY StrAtegY A partnership approach
allows you to focus
It seems as if there’s never enough time or resources to keep pace with current demands and at the on opportunity
same time anticipate the future. working with your agency or as an added-value service, Active can
bridge that gap by providing strategic consulting services to delve more deeply into your business
and help identify new opportunities.
research is the cornerstone of insight development.
Our in-house research department analyzes syndicated
reSeArch data and conducts proprietary research, including in-store
& INSIghtS mystery shopping, online surveys, focus groups, and
anthropological studies.
based on insights gained from research, we identify
areas that represent real growth for your products
the POSSIbIlItIeS Are eNdleSS
OPPOrtuNItY and services. this might include refining an aspect of
there are many ways to describe the business world we live in – exciting, complex, challenging,
IdeNtIfIcAtION your demographic target market group to broaden your
fragmented, pressured – to name just a few.
reach, recommending additional media opportunities to
strengthen your brand, or leveraging new technologies At Active, we offer a partnership approach and a financial model that provides opportunities.
to increase customer acquisition. whether it’s maximizing your budget or finding new ways to deepen consumer relationships,
it’s really about how to grab hold of the possibilities that are within your reach.
what differentiates the company you want to do business with from all the rest?
leveraging our comprehensive media and marketing
relationships, we identify partners who are aligned
AllIANceS
strategically and then construct specific programs to Perhaps it’s the possibilities
deliver competitive advantages to all participants.
We identify areas representing real growth
for your products and services
