| is known for its stable of thoroughbred advertisers representing a rich variety of in-demand industry categories.
THE MEDIAPOINT MODEL
MediaPoint Network has two clients — media affiliates and direct response lead generation or product-based transactional advertisers. The advertisers, regardless of type or category, rely on MediaPoint to deliver the right results at the right price. Our extensive network of affiliates, on the other hand, relies on the steady revenue stream that MediaPoint clients bring to them weekly.
Our extensive network of media affiliates invest their unsold or under-valued inventory with us by placing our well-tested client commercial short-form offers (30 second and 60 second) where our media affiliates will generate the most profit for that liquidated inventory. MediaPoint Network determines the most effective opportunities thanks to our proven client growth management strategies.
Our success then is two-fold. We supply profitable second-stream liquidation earnings for our media relationships, while delivering profitable leads and sales for our select group of advertising clients looking to lower the cost of their media delivery.
Our chief value proposition to our client advertisers is supplying the right results at the right price across a guaranteed fixed-cost basis. MediaPoint's performance model protects advertisers from paying for increasingly fluctuating and expensive retail rates for television time.
The chief benefit of our program is that client commercial airings that do not result in qualified leads or processed product orders are not only not paid for and become free client branding for our clients, but in the process, increase the likelihood of additional lead or order business.
THE MECHANICS OF THE MODEL AND HOW IT WORKS
Interested advertisers either engage MediaPoint to script and produce a :30 second or :60 second commercial to spec for them, or they come to us to review their existing production work.
In order for a client to be distributed across MediaPoint's network, the offer must be accepted for testing. Testing provides a viability study to determine if the offer can successfully and economically run on a television platform and what cost-per-action it must have in order to continue to do so competitively enough to meet client success standards.
Tests typically require a minimum run-time of two weeks and costs vary based on a number of critical variables. Those variables include — but are not limited to — the specific call-to-action of the offer, the particular data-captures needed to be gained from the test, hour, day, week, and monthly time period of testing, frequency desired, and the total number of networks chosen. The outcome of test results is the definition of a cost-per-action fixed-price metric and the viability assessment of the campaign's success as a whole. Not all business models are ready for, or can support or sustain, a successful direct response order- or lead-generation program.
Once testing is completed, a results analysis work-up is created, presented and reviewed with the client. Based on the campaign's response rate, we formulate profitable cost-per-lead or cost-per-sale price ranges which are then negotiated and agreed to. These ranges reflect the volume goals set by the client. Once an acceptable cost-per-action payout price is established, the pricing is drafted directly into a client media agreement and becomes a fixed cost until a change is deemed necessary by both parties. At this time all other elements — such as lead description or order terms, restrictions and advances — are also defined and entered into the agreement. Factors affecting the stability of the CPA are strength of creative, response rates, quarterly media avails and the nature of the lead-flow goals. With signed legal documents exchanged, the program moves forward into network distribution.
MediaPoint works with its advertiser clients to plot and achieve the most cost-effective and timely approach to insure a comprehensive national advertising reach. At that time, traffic costs are estimated and discussed with each client and distribution budgets and timelines are agreed to.
MediaPoint takes pride in the integrity of its reporting, especially in light of the best-of-class standards set and followed by the Intermedia Group of Companies. Key performance indicators and other elements critical to each client are reviewed, defined, established and managed. Each team member of MediaPoint's Data Management Department is trained to perform with the same rigor of excellence for small and large, new-to-television and savvy advertisers alike.
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The MediaPoint Network performance model operates within a bid environment. The more aggressive the cost-per-action price assignment, the more airtime and associated lead-flow an advertiser can expect to realize. Advertisers choosing this model compete not only with other offers within a given category, but with other offers across multiple industry verticals — all vying and competing with each other for common airtime inventory.
MediaPoint integrates and works successfully with phone, web and text responses. Our proprietary technology tracks, reports and evaluates advertiser performance within a guaranteed media program.
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