From PJA Advertising + Marketing

1. TRANSFORMING YOUR MEDIA CAMPAIGNS
TO REACH TODAY’S ENGAGED BUYER
YOUTALKIN’TOME?
10 MARKETING STRATEGIES TO ACTIVATE THE ENGAGED BUYER

2. THIS PRESENTATION
IS FOR YOU IF:
You haven’t yet harnessed the power to serve up
the right offers to the right buyers at the right time
You’ve dipped your toe into programmatic buying but have
been underwhelmed with the results
Your audience is a constantly moving target in a
complex landscape of screens
You have terabytes of big data on your targets and customers but
are still pushing to find meaningful connections with them
You’re struggling to get noticed, but you don’t think you can afford
an advertising investment that pays off in driving sales

3. OVERVIEW:
MEDIA: THE PROMISE IS FINALLY REALITY
FOUR GUIDING PRINCIPLES TO
TRANSFORM YOUR CAMPAIGNS
REACHING THE ENGAGED BUYER
HOW PJA CAN HELP

4. media:thepromiseis
finallyreality

5. ADVERTISING TO AN
AUDIENCE OF ONE
As buyers become engaged in more purchases that are heavily considered – whether
it’s a $200 camera lens or a $20 million in-memory database – innovations like Big
Data analytics and automated buying present media strategists and CMOs with big
opportunities. But many have yet to capitalize on them.
Why? On one level, it’s hard to blame them. The promise of what could be in
emerging media is often high, but the scale and revenue impact too often disappoint.
So what’s different this time? Now more than ever, data can be used to predict each
buyer’s preferences while media technologies can serve relevant, smart messages to
key prospects as they move through their buying process.
And not a moment too soon. With the average buyer using 3 to 4 screens every day
to research purchases, they have become very savvy in filtering out offers that don’t
speak to their personal demographics and needs.
5

6. BUYING ON VALUE,
NOT ON COST
Media buying used to be
based on a rote formula.
You found the media real
estate where you wanted
to place a message
then haggled down the
rate card price for this
“relevant context.”
Media today is far more sophisticated in terms of
placement selection, audience identification, buying
strategies and creative technology. The tools are here
to meet today’s engaged buyers where they are – on a
specific device, at a specific point in their journey, and
at every specific point of need.
Yet rather than wiping out yesterday’s best
practices, these new innovations build on them.
It is the best of then + now. For example:
• We still buy space, but now we buy it knowing how the
creative and media placement will build on each other
• We still look for media where audiences gather, but now
we can find them with highly improved precision
• We still seek permission from buyers to talk to them,
but now we can provide more personalized value in
exchange for their information

7. +
MEDIA BUYING TODAY:
AN EVOLUTION THAT IS ADDITIVE
TARGETING
MEDIUM
FLIGHTING
COMMITMENT
NOWTHEN
Data-driven profiling and segmentation
with offers that evolve in real time based
on respondent actions.
Multiple channels work together with
messaging that showcases relevant
benefits based on what individuals value
throughout the purchase process.
Always-on communication plan with ad
schedules changing in response to demand.
Relevant, dynamic elements with
continuous refinement; real-time bidding
– or payment only when your audience
engages with your message.
Demographically, based on
syndicated research. Context
was a proxy for audience.
One company-centric message
to everyone through mass channels;
limited ad materials and units to
showcase creative.
Point-in-time blasts based on historical
patterns and syndicated research.
Buy media space up front;
pay set fees pricing by tier.

8. FOURGUIDINGPRINCIPLES
TOTRANSFORMYOUR
CAMPAIGNS

9. 1 TARGET ON DATA AND BEHAVIOR
Today’s engaged buyers leave data everywhere they
go online: who they are, how they think, and what they
respond to. Understanding and pinpointing these signals
is key to reaching buyers with content that delivers value
and helps them in their buying.
By using thousands of data inputs about the buyer,
programmatic media – especially when it’s integrated
with paid social and traditional media – helps marketers
get the right messages in front of key prospects in real
time. It also helps marketers continuously test messages
against each other to ensure they stay relevant.
At PJA, we capitalize on the benefits of
automated media buying for our clients by
setting parameters such as bid price and
network reach as well as ingesting behavioral
and audience data. This allows our media to
drive down cost per click and CPM and rapidly
adjust based on dozens of variables in real time.
Our client Neat conducted market
research that identified two key
market segments. Our programmatic
buy tested more than a dozen verticals
and identified additional receptive small
business industries based on actual
response to customized ads.
Use the test-and-learn capabilities of
programmatic media to inform target
profiles based on actual behavior, not
just traditional research data.
MEDIA AS RESEARCH
YOUR ACTION

10. 2 BUILD A DIALOGUE
Marketing used to (and often still does) push a
company-centric message: “Here is what our brand
wants you to know about our product.” Engaged buyers
want more. They want to be pulled into the story. You
have to help them frame their decisions and give them
a reason to believe. When you do, they will help you
spread the word with friends and colleagues, which
extends the reach of your media investment.
If your media and creative strategies truly integrate
targeting and story, you can deliver one ad to one
consumer in one context every time. Creating dialogue
also allows the buyer to be part of the benefit story
and makes your brand relatable and shareable.
At PJA, we use brand demand and lead
generation programs to target prospects with
different messages based on their behaviors as
they move through the purchase funnel.
For Corning Life Sciences, we
created two tracks of content that were
generated by the target audience of cell
culture scientists. The crowdsourced
content drove thousands of social
shares, more than 100,000 video views,
and a 20%+ ‘earned premium’ on the
paid campaign.
Build media strategies that can engage
each individual based on their values,
needs, personal journeys, and the part
they play in the sales decision process.
SCIENTISTS GO SOCIAL
YOUR ACTION

11. 3 ALWAYS BE COMMUNICATING
By necessity, campaigns used to be built on a
foundation of ‘spray and pray.’ Today, media has
the power to launch always-on, individual campaigns
that act like learning engines.
Engaged buyers like brands that champion useful
content. But that’s only true as long as they see it.
Today you need to distribute and drive qualified
audiences to relevant content when it matters
most to them.
In other words, gone are the days when you launch
a big splash and go dark to read results. You need a
communications plan with always-on media elements
that ensures your brand is findable and in front of your
most relevant and receptive audiences.
At PJA, we know that decisions are often
made in the last three feet of retail settings,
even if customers arrive with the intent to
purchase another brand. Our strategies
respond accordingly to fill this marketing
‘white space’ with on-location digital
content experiences.
For a client in the wireless space, we
drove a substantial increase in in-store
activity by geo-fencing retail stores,
and then targeting search ads to buyers
conducting wireless-related searches
in-store. Ads took prospects to a
mobile site that featured content to
support consideration and incentives
to drive action.
Ensure that flighting of your
messages is tied to what the buyer
needs when they want it, not just
when your company traditionally sells
the most goods.
DIGITAL DRIVES
IN-STORE PURCHASE
YOUR ACTION

12. 4 SERVE CONTENT AS DYNAMIC
AS YOUR TARGETS
The days of creating two banner concepts in three
sizes to speak to every possible permutation of
audience niche are over.
Today, media and creative technologies can combine
relevant, dynamic elements in real time and continually
refine them based on target behavior. Rather than two
banners, or 200, think thousands of banner executions
using one dynamic template. Even better, you can
receive immediate data on the success of various offers
and creative propositions. Think of this as the modern
equivalent of a focus group to understand audience
profiles.
This type of sophisticated approach allows marketers
to fail fast, scale fast, change on the fly and build a
continuous optimization loop.
Work with partners who understand
and can enable dynamic, template-
based messages.
We can generate thousands of
variations of a single digital ad and
optimize based on the most popular
combinations of headline/subhead
options, calls to action and imagery.
Resulting in a significant increase in
ad engagement.
ONE CAMPAIGN,
THOUSANDS OF VARIATIONS
YOUR ACTION

13. REACHINGTHE
ENGAGEDBUYER

14. EACH ENGAGED BUYER’S
JOURNEY IS PERSONAL
• Engaged buyers control their purchase journeys
• Activity generates signals of interest
• The brand brings value to the buyer through a
continuous cycle of exposure and engagement
EXPOSUREANDENGAGEMENT
CONSIDERATION EVALUATION PURCHASE ADVOCACY
PEERS
EXPERTSBRAND
AWARENESS
Buyer C
Buyer A
Buyer B

15. ENGAGING BUYERS TO DRIVE CONVERSION
For a PJA client in the office productivity space, we created a direct response campaign
based on parallel drives to e-commerce and retail, as well as content syndication for lead
generation across specific business and vertical targets.
In essence, we built a learning engine with programmatic buying at the core
across display, social, radio, mobile, video and native.
THE RESULT IS COST-SENSITIVE, REAL-TIME
BIDDING TIED TO AGGRESSIVE RETURN ON
MEDIA GOALS. IT INCLUDES:
• Multivariate testing with dynamic creative
resulting in a 53% lift in clickthrough rate
• New strategies around native, programmatic
and sponsored social are driving key prospect
consideration - resulting in engagement rates
that are significantly over industry norms
• Deriving implementing insights from attribution
modeling (proving 40% of converters were exposed
to more than one media tactic prior to conversion)
CASE STUDY:

16. HOWPJACANHELP

17. MEDIA BUILT ON THE UNDERSTANDING
THAT BUYING HAS CHANGED
1
We are a skilled partner with senior leaders across interwoven
specialties who stay on your business after the pitch and spend
energy on what matters.
17
We have the experience and training necessary to serve complex,
unique brand needs in the Engaged Buyer age.2
We are nimble, hungry change agents – always with an ear
to the future, scouting what’s best and what’s next.3
We have an in-house, high-performance media capability and
an agency philosophy with media at the core: Media + Strategy,
Media + Creative, and Media + Analytics.
4

18. DON’T MISS THE REST
OF THE ENGAGED
BUYER SERIES
We’re publishing a series of marketing “plays” to help marketers reach and
succeed with engaged buyers. We’d like to make sure you don’t miss any
of them. You can download them by clicking below.
GET THE PLAYS
YEAH,IT’SCONTENT.

19. OR JUST GET IN TOUCH
Tammy Bondanza
Media Director
Tammy has 20+ years of B2C and B2B
brand and agency experience, specializing
in digital media and marketing. Her
extensive knowledge and digital thought
leadership aided in the development,
management and growth of Hill Holliday’s
digital media offering. Her team lead digital
media efforts for many clients including
Dunkin Donuts, the TJX brands, Harvard
Pilgrim Healthcare and Liberty Mutual.
Tammy also has experience working on
the client side at Bose and while at Staples
where she developed integrated marketing
efforts for the number one office supplier in
the US. Tammy began her career in offline
media at Arnold Advertising working on
McDonalds and Volkswagen.
PJA Advertising + Marketing
Greg Straface
VP, Business Development
gstraface@agencypja.com
(617) 234-7371
@agencypja
For nearly 25 years, PJA has developed winning positions
for both startup and Fortune 500 companies, focusing on
what truly sets them apart and capturing a compelling vision
for buyers of where they want to go in their industries and
where they can take their customers. We regularly hear from
CEOs, employees and VCs that “no one has expressed what
we do as clearly as you have.”
ABOUT THE AUTHOR