Services
- Overall Media Capabilities
- Strategic Connections Planning
- Media Research
- Data Analytics
- Media Negotiations in All Forms
- Additional Capabilities
- Schedule Stewardship
- Digital Strategies and Optimizations
- Direct Response Planning and Execution
Overall Media Capabilities
Our goal at Compass Point Media is to Make Everything Talk.
Making Everything Talk for Compass Point Media involves the seamless integration of strategic planning, tactical planning and negotiation; resulting in greater effectiveness and efficiency for our clients.
One key element in our success is the experienced depth and breadth of our team. We have more than 125 media strategists, analysts and negotiators covering all media forms. All are located in our Minneapolis office to maximize integration and effectiveness across disciplines.
National or local, from digital to traditional, our people, expertise, and processes are all geared to maximize media impact and minimize costs.
Strategic Connections Planning
At Compass Point Media, we go beyond traditional media planning. We strive to maximize impact through our unique Connections Planning discipline– connecting a brand’s promise to how people behave.
This allows us to get the right message delivered in the right medium at the right moment to drive our clients business success.
It Begins With Targeting Insights
In today’s fragmented and rapidly changing media landscape, our media teams dig deep to find behavioral insights, matching them with cultural insights and opportunities for the greatest impact.
Connecting the Message and Medium
To ensure we connect the most effective messaging with the most appropriate medium we capitalize on two proprietary processes:
Market Driver Analysis
Our Market Drive Analysis is a collaborative process that weighs seven key category sales drivers vs. brand performance, highlighting the best allocation of a brand’s media investment.
Brand Awareness
Emotional Bond
Product News
Activation
Retention
Product Experience
Buzz
Connections Blueprint
Our Connections Blueprint ensures that the right media platform is connected to the specific messaging to address the consumer’s barriers.
Media Research
With an investment of more than $1 million annually, we can provide a full complement of media research resources and services to our clients.
Examples include:
Computer Models and Optimization
Tools
Tview: Network, Syndication and Spot
Television Daypart Optimizer
TimePlan: Magazine Weekly Reach and
Scheduling Optimizer
Telmar: Product and Media Data
Analysis and Quad Mapping
BrandFx: Flowcharting and Media
Budgeting
MediaTools: Flowcharting, Budgeting
and Client Data-Share
Nielsen Galaxy: Television Overnight
Performance and Special Analysis
MarketBreaks Nielsen: Television
Audience Data Tracking
Media Metrix: Internet Reach and
Frequency
Ratings and Demographics
Nielsen Television Index: Network and
Cable Television Ratings
Nielsen Station Index: Local Spot
Television Ratings (County Coverage)
Arbitron: Local Spot Radio Ratings
(County Coverage)
Arbitron RADAR: Network Radio Ratings
Mediamark Research Inc: Demographics
& Magazine Audiences
Simmon’s Market Research:
Demographics & Media Audiences
Monroe Mendelsohn: Affluent Adult
Demographics & Media Audiences
Media Audit: Local Market
Demographics & Media Audiences
TacPlanner: OOH Tactical Planning in
Active Market Conditions
Simmon’s Special Markets: Kid, Teen,
Tweens, Hispanic, Gay/Lesbian
Simmon’s Psychographics: Waistband,
Tipping Points, Time Touch, PRISM
Digital
Doubleclick DART
MediaVisor
Comscore MediaMetrix
Nielsen/Net Ratings
Ad Relevance - Search Ignite
Best-in-Class Media Negotiations in All Forms
Television
We plan and negotiate significant
schedules (and significant savings) for our clients in Network (including high
profile programming like the Super Bowl and the Olympics), Cable, Syndicated
and Spot television. In Spot TV, we combine upfront in-market negotiations with
programming, to deliver media schedules up to 30% below industry norms–often
below network efficiencies.
Radio
Our radio team is one of the largest
in the country, covering both Network and Spot radio. Our team of local market specialists
negotiates not just high-impact schedules at great cost savings, but also more
than 4,000 local value-added promotions for our clients annually.
Digital
Our expertise in this growing area
includes brand-building, direct response, search and mobile disciplines.
Print
This team covers all print forms
including consumer magazine, newspaper, B2B publications, shared mail, inserts
and yellow pages. Our expertise in this area has resulted in Compass Point
Media’s print AOR assignment for many large sophisticated companies like
General Mills.
Out-of-Home
We partner with our sister IPG
agency, Outdoor Services, Inc. to maximize our client’s outdoor investments.
OSI is the largest OOH placement company in the world with 70 professionals in
10 strategically located markets.
Additional Capabilities and Partnerships
Beyond our voluminous internal capabilities, we also have access to the full resources of the Interpublic Group of Agencies, which include:
Emerging Media Lab
Part think-tank and real-world proving ground, The Lab offers consultation to clients looking to capitalize on emerging digital technologies.
Spot Runner
We utilize this proprietary web-based interface that enables fast turn, hyper-local media planning and placement via spot cable television. We are also part of a select group of media agencies beta testing next generation media buying platforms being developed by Spot Runner.
Ansible Mobile
Best-in-class strategies in emerging mobile marketing and promotions.
Jack Morton
Global experiential marketing agency that helps companies inspire their most important audiences.
Momentum
Leading global agency that brings together expertise across the disciplines of event marketing, retail marketing, sponsorship consultation and activation.
Schedule Stewardship and Reporting
We are disciplined stewards of our clients' media schedules, recognizing that millions of dollars are lost or gained during schedule maintenance. Each media form requires different systems and approvals.
Spot TV
We are one of the few media agencies still executing exact time posting on every local television spot purchased for our clients, and have one of the most stringent compensatory weight policies in the industry.
Spot Radio
We led the industry with the first true radio posting policy and methodology, developed in 1996. It still leads today.
Online
Using DART, we continually monitor impressions, click activity and follow-through, making schedule adjustments to maximize effectiveness. All schedules are tracked and reported on a schedule versus goal basis – on a local level when required.
Digital Strategies and Optimizations
We house online media planning and strategic execution and negotiation under one team. This allows for a better understanding of client objectives and how to maximize our digital media capabilities.
Executional experience includes:
• Online display execution/tracking/optimization
• Banners, buttons, skyscrapers, leaderboards
• Rich Media (expandable, floating ads, homepage takeovers, etc.)
• Pre-Roll, Post Roll, In Banner Video, long form Video.
• Sponsored Search and search optimization
• Digital Direct / CRM
• Web 2.0 Strategies
• Social Networking
• Facebook, My Space, Twitter, Blogs, etc.
• User Generated Content
• YouTube, Flickr, Blogs, etc.
• Mobile Marketing
Additionally, the close alignment of planning and buying teams allows Compass Point to leverage existing offline spending into efficient, impactful online media strategies for our full service media clients.
Direct Response Planning and Execution
At Compass Point Media we have over 30 years combined DRTV experience on staff.
We have experience in all DRTV applications, placing more than $40MM in short and long communication forms.
We have developed proprietary systems which we pair with our significant media buying clout and local station relationships to optimize direct response investments for our clients.
ResponTrac™
This system pairs DRTV commercials with phone calls on an overnight basis. This allows negotiators to optimize clearance and pricing on a 24/7 basis.
We also use ResponTrac™ to track competitive activity on television, with real-time, next-day reporting possible.
Stat 360º
This proprietary dashboard tool tracks performance metrics through the lead generation waterfall, converting data on a real-time basis, allowing for budget and schedule adjustments across disciplines.
